Twitter Analytics Takeaways
Anyone who knows me knows how much I love Twitter and #hashtags. If I come across an article about anything related to Twitter and it is on one of my favorite PR news websites, PR Daily, it is pretty much guaranteed that I will read it. So I loved it when I came across the blog post “6 takeaways from @PRDaily’s year on Twitter” from Carlin Twedt.
While the six items Twedt listed are specific to the analytics from PR Daily, I think they are worth noting and also doing a comparison of your own data to see what might match up and what might be different (or what your organization might want to do differently).
What are the six takeaways from Twedt?
Tweets mentioning well-known brands got the most clicks
This comes as no surprise to me, if you are tweeting about major brands that people recognize, people will be more inclined to engage than with a post about a brand they do not recognize.
My take is that with attention spans shortening every day when people can view something visual, they will! And a visual with numbers (see below)? Even better!
Millennials are still “in.”
Twedt stated that “Any tweet using the term “millennials” yields about four times as many retweets as an average post, though clicks were roughly the same.” This did surprise me but perhaps I might throw the term millennial into some of my tweets and see what happens!
Statistics increased reach more than they drove traffic
Again this one is not too surprising. Many people use Twitter as a news source and if an organization is supplying relevant data and news, people will be interested.
The best time to post is different for everyone
This takeaway was a little surprising as many people are encouraged to post around the noon time frame. But after thinking about it, what really matters is when is your target audience on Twitter and when are they ready to engage with your posts.
Data can lie
According to Twedt, “Of the 25 tweets with the highest engagement, 19 were replies starting with a handle—meaning they were not visible to our general follower base.” Just because you mention a major brand (or celebrity) doesn’t mean everyone will see it (or engage with it)!
The point of the six takeaways from Twedt and this blog post is that it is important to review your organizations Twitter analytics and review the data. What is the best time for engagement? Do you mention brands and is the engagement high? Do you use statistics in your posts?
If you don’t know where to start, Twitter actually has a pretty insightful article on how to use Twitter analytics.