Unless one is measuring Twitter marketing efforts, marketing through this medium is a shot in the dark. It is through the analysis of data on Twitter campaigns that you will be able to evaluate and pull insights on whether the operation is benefiting your company or business.
However, Twitter does not offer any way of measuring how a marketing exercise is paying off.
If you are using Twitter, you should start measuring it if you have not already.
Avoid just measuring for the sake of the metrics.
Rather, measure your Twitter activities to learn what is paying off and what is not while at the same time how this can be improved.
There are measurements you can use for your business. This can be done by addressing a number of issues:
* How effective are your Twitter activities
* How to choose the metrics to be monitored
* Calculation of the metrics
* Interpretation of the numbers after getting them
There are many ways of doing Twitter or social media measurement.
You can decide on ongoing monitoring analytics that tracks over time the social media activities. Metrics focused on a campaign can be used where the event analytics have a clear start and end.
Use of ongoing analytics is very important to keep the general impetus of general conversation on a business. After brand setting has been done, let it run; leave it to run on its own and pop in frequently to see what has been happening.
Metrics focused on a campaign will help to understand the impact of targeted marketing strategies and variations from one campaign to the next, depending on the goals each has.
For an effective measure of whether Twitter campaigns are producing results, both measurements can be used.
Establish social goals
Prior to measuring each tweet about your brand, have your social goals in mind.
Know what you are trying to accomplish though the channel. Generate a list of what you want to accomplish from Twitter usage.
It can be used to serve a number of purposes such as broadcasting information, answering customer queries and perhaps engaging a particular community.
Think through what you would like the targeted audience to do with the information; whether you would like them to engage, buy, click, reply, read or share by listing the goals.
Make goal measuring metrics
Match goals to real behavior and actual metrics that are measurable.
For instance, if you are measuring engagement, you must know the most pragmatic engagement form that should be tracked.
Measure awareness by using metrics such as amplification, exposure, reach and volume to know how far the message has been spreading.
Measure engagement by looking at metrics around participants, replies and retweets, knowing how many individuals are taking part, in what form and how often.
In case your aim is to drive as much traffic as possible to your site, track conversions, clicks and URL shares.
Know what people do when they arrive at your site and if they are going there at all.
After listing the metrics to center on, find the tools capturing the metric and begin measuring.
Twitter lacks a unique analytic tool and you might be required to use third part analytic tools or building your own. Most of these tools deliver results in real-time.
Plan ahead by setting the tracking even before the
Twitter marketing campaign has started or before reporting on the same. You will make it very easy to access all the information needed at a later date.
Monitoring and reporting
The results from the measurement must be reported.
The initial findings will set the benchmark for other measurements in future and the figures need to be shared if you are in a company that has stakeholders.
You need to know how the numbers compare with your expectations, your competitors, campaigns and related commodities.
The analytics are so crucial since it is possible to know how your competitor is doing.
Keep a regular check on the metrics, whether you are busy or not, otherwise all your efforts could be going to waste.
As they accumulate over a specific period, the value of the data will be clear after a number of months have lapsed and new data to compare with it has been collected.
Always remember to carry out careful review of the measurement to know whether anything is amiss, the state of the metrics and whether the entire or a part of the process was unnecessary or superfluous.
It will help in making changes and doing some improvements for the sake of your future Twitter marketing campaigns.