10
Jul

To Wit: Twitter Analytics for the Masses

Finally Twitter has opened their analytics platform for everyone, so even if you’re not a brand, or have paid campaigns, you can measure your engagement, view your follower stats, and even verify your site to see whose tweeting links to it.

It’s a little tricky getting there if you try to access it for the first time, but hopefully with our help you will be able to get to the stats with no trouble at all.

To start, simply go to http://analytics.twitter.com. Once you’ve logged in with your username and password, click on the “Billing history” and “Switch to Advanced” (don’t worry, there’s no cost involved to upgrade).

You should now see a drop-down menu under “Analytics” in the upper left corner – from here you can view three sections: Timeline activity, Followers, and Website.

Timeline:

Clicking on “Timeline” gives you a simple graph that displays your mentions, new followers, and followers lost. Major spikes on either of these lines should be noted in significance – did you offend anyone to cause a lot of unfollowings; did someone famous retweet you? Check it out and learn from these trends.

Below the graph is a list of all your tweets, displayed according to “Best”, “Good”, and “All”. This allows you to see which of your tweets have gotten good interaction, and it also provides you with click data on the links inside your tweets – very handy indeed!

Followers:

I’ve used TwitterCounter for my stats, but it’s always a little off. Hootsuite seems to work well, but having a native number directly from the site you’re accessing does make it a little more reliable. Keep in mind that it takes 24 hours to populate this field the first time you access your analytics.

How exactly Twitter figures out that list of common interests on the left, only they would know – perhaps it’s better that way. Still it’s handy to see what the people who follow you are talking about (make a note; this will be great for future promotions!). You also get a breakdown of followers by gender and geography, as well as a list of the followers you follow back. Personally I think it would be a lot more handy to see which ones you don’t follow back – often some really great Tweeters fall through the cracks because we’re too busy to check out every account that follows.

On the other hand, it makes it easy to identify potential brand ambassadors/influencers that you can interact with directly to strengthen a mutually beneficial relationship.

Website:

After you copy the code provided to your website and verify it, you can pull information on how often links to your site are tweeted – again, these are the people to reach out to, and to thank, for their support.

Reporting:

As with most other analytics data, you can download the information by pre-set or specific date ranges, in .csv format.

What platform/tools do you use to compile data on your Twitter account and interaction? Do you think Twitter’s analytics are more reliable, and will you switch to this?