Twitter provides its users with a powerful analytical dashboard. Small business owners can make use of this dashboard to ensure they’re connecting effectively with potential customers, and to double check that the content they’re posting is truly relevant to their audience.
Once you’re on your Twitter dashboard, you may be prompted to sign in with your Twitter user name and password. The first thing you’ll see is a summary page that presents, on a monthly basis, your Top Tweet, Top Mention, and Top Follower, which is determined by the number of followers they themselves have. You’ll be able to learn the number of Tweets you’ve made, profile views, follower growth, impressions or views of your Tweets, and the number of engagements or interactions your Tweets have received. Engagements include retweets, as well as clicks on hashtags or Tweets linking to you.
This information is useful because it provides a quick, at-a-glance way to assess overall performance, popularity, and engagement. Numbers trending steadily upward indicate you’re on the right track. If any of these numbers aren’t in keeping with your expectations, you’ll want to delve deeper.
Understanding the Tweet activity dashboard
Click on the View all Tweet activity links that appears beneath your top Tweet. There, you will find the data for every Tweet you’ve made during the month, including numbers of impressions, engagements, and engagement rates.
This allows you to assess on an individual basis, which Tweets really resonate with your audience. Look at what makes your top performing Tweets special: do they have photos? Are they Tweeted at a particular time of day? Do you use a hashtag or comment on a particular topic? Once you know what works, focus on creating more of the same.
Using the Followers dashboard
The Followers dashboard can be accessed by clicking on the link under your Top Follower. You will find a demographic analysis of all of your followers, including where they live, their income level, purchasing habits, interests, and more. Compare this data to your defined customer profiles: are you attracting people on Twitter who are likely to be your customers? Or are you interacting with people who influence your customers? If everything is in alignment, great. If not, it may be time to alter your content mix. If your customer profile lines up, but engagement levels are low, look at the data that indicates your followers’ interests. You can use that as a guide to creating Tweets your audience may value more.
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