“Sneak Peeks” are a series of previews and first looks at the inside pages of upcoming book Twitter Marketing: An Hour a Day. Watch this blog for the very latest news and inside info about the book, brought to you straight from author Hollis Thomases.
Twitter Marketing Metrics & Reporting
Today’s sneak peek of Twitter Marketing: An Hour a Day comes from Week 6, which shows you how to establish goals for your Twitter marketing efforts in order to get corporate buy-in. Setting goals and monitoring your progress is an important aspect of any marketing campaign, but is something that is often overlooked when it comes to Twitter.
If you’re a marketer who is just getting started with Twitter, the goal that most likely immediately comes to mind is to increase the number of people following you-a worthy endeavor, but one that should not be your sole focus. Twitter offers a surprising number of ways for marketers to track overall progress and set goals, as well as measure the level of interest of the people you engage.
How do I measure the success of my Twitter marketing efforts?
The following list compiles a number of factors that are beneficial to marketers to gauge the level of success of your Twitter strategy. Most of these stats are freely available through Twitter, while others may be gleaned from analytics software. (There are also a number of free tools which help assemble and analyze this information for you. )
Progress Metrics
- Number of followers (tweeps who follow you)
- Number of following (tweeps you follow)
- Number of tweets per day
- Number/percentage of original tweets
- Number/percentage of retweets
- Number/percentage of @replies or DMs
- Number/percentage of links used in tweets
- Time of day when you tweet the most
- Your Twitter grade, score, or rank
Brand & Reputation Monitoring Metrics
- Number of times your crucial keywords appear in tweets
- Number of times your brand name appears in tweets
- Number of times your competitors’ brand names appear in tweets
Engagement Metrics
- Number of times people retweeted you
- Total reach of retweets (determined by retweeter’s number of followers)
- Number of times your hashtag is used by others
- Time of day when you receive the most response from others
Conversion Metrics
- Number of click-throughs on shortened and/or trackable URLs
- Number of referrals from Twitter
- Number of completed actions solicited through Twitter (such as email subscriptions, event registrations, etc.)
All of the above factors can be used to set actionable goals and establish reporting benchmarks, which will help you determine the true progress of your Twitter marketing efforts.
About the Book
Twitter Marketing: An Hour a Day is the new book by expert author Hollis Thomases, President and CEO of Web Ad.vantage, Inc. Published by Wiley.
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