February 24, 2014
Twitter was once a very simple social media platform: type 140 characters and hit ‘tweet.’ The site has been growing and meeting the demands of new users all the time. One example of this is how users have been able to embed links, photos, videos, headlines, article summaries and much more since the roll out of Twitter Cards in December of 2012.
Being able to do all of this is great, but what about marketers who want to make sense of it all? Twitter recently unveiled its analytics for Twitter Cards feature, and marketers are taking notice. Some are saying “a year later? It’s about time!” but let’s not worry too much about sour grapes.
What does the new Twitter for Cards analytics cover?
The main purpose is for you to be able to track information that leads to you being able to make small changes that make a big difference.
You’d be surprised how a slight tweak of where you place a button, what text is on it or what an extra ‘thank you’ to a follower can do.
There are three main categories of statistics that are tracked in sortable tabs:
- URL clicks — How many people are going to your content and where they come from;
- Install attempts — For app developers;
- Retweets — To see which tweets are seen as valuable enough by your followers to send out to their followers.
Other key pieces of information that you can track within the Twitter analytics dashboard are:
- Tweets — you will see how Twitter users are interacting with your tweets. This includes favorites, impressions, replies, which Twitter Cards are working best and mentions.
- Followers — Get acquainted with who your users are by finding out where they are from, what devices they use, how many follow or unfollow you over a given timeframe, which topics interest them and who else they follow.
All of this information is sortable by date range, which you can set. For example, you can find out how well your impressions track in the month of December, compare that to November and see the difference. Cross referencing that with the content you sent out will give you a great picture of what content works and when.
A piece of information that may surprise you is the ability to compare your metrics with the network average. You’ll be able to set realistic goals and benchmarks with this information.
To be extra helpful, Twitter will even give you tips in a sidebar that can improve your performance even more. Advice from the people who built the app — what more can you ask for?
How to get even more social with your social media
A key feature which should not be overlooked is one which shows you who your key influencers are. These are the people who are sharing your content the most, driving clicks and doing your job for you.
This is your chance to collect a list of who your brand evangelists are and reach out to them. Think of them as your online street team and reward them when they perform for you. Haven’t you always wanted to say thank you to those faceless people who give you word-of-mouth advertising and helped you grow your business? Now you can!
Plan new content
Looking at some of this data can help you plan your content for the future. Finding out shared and common interests between your users is as easy as looking through who else your users follow. This can help you cater to those interests and create the content that will get them sharing with their followers.
You may even reach out to the most popular content curators in the fields that interest your followers and work together with them in an effort to promote both of your brands. Like the world’s most natural fit: bubble gum companies working with baseball card manufacturers!
Best of all, keeping in line with what interests your followers — shock of the century — keeps them interested in your brand. You don’t have to launch a marketing campaign that creates a supposed set of interest categories for an imagined target market — you can actually find out who they are and what they like.
How do you get Twitter Analytics for Cards
The process is not too difficult. First, you will have to embed the Twitter Card code on your website. Talk to your developer if it is too complicated. You will then have to validate your website and apply for your account to be approved. This can take five to 10 days.
Once approved, you just sign in to your account and off you go. That’s about 30 minutes of work and a week of waiting to get access to information that could take weeks to collect the old-fashioned way — and it wouldn’t be nearly as accurate.
Matthew Yeoman is the resident writer at blog.devumi.com. He has written guest posts on numerous websites within the social media marketing circle and worked with dozens of online companies. He currently resides in Cape Town, South Africa.