Most Important Twitter Metrics Explained

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I believe Twitter does not need any introduction. One of the very first social media platform in the online space. It has been founded in 2006 and known for microblogging.

Microblogging is probably the most accurate expression. Originally tweets were restricted to 140 characters, so it used to be quite a challenge. Now that limit is doubled to 280 characters.

It can be also characterized as “what’s happening right now”.

The amount of tweets sent in one second is more than 8,500… eight and a half thousands of tweets in just one second! It’s just hard to imagine. The pace is just incredible.

Twitter might not have grown as big as Facebook, but it’s still very important spot on the social media map. With 330 million monthly active users it just cannot be ignored.

And it shouldn’t. Twitter is a really good platform, especially for writers.

Not everyone can create beautiful Pinterest infographics. Or take photos amazing photos to post on Instagram. Or create a YouTube video. But if you are a natural writer this is your spot.

I personally think that it’s great Twitter never really tried to compete with Facebook. Maybe for a short period of time. Luckily they realized there is a space for microblogging and short stories.

And although at the beginning it might feel intimidating the speed is actually pretty cool stuff.

On the other hand the nature of this social media network makes it rather competitive. You have to shoot quite many well tailored messages. But eventually you will carve out your chunk of an audience.

Besides, there are also few important facts you have to bear in mind. For example 80% of all users are on mobile and 56% of them earn $50k or more. You can check out more here.

The cool thing is Twitter gives you better Click-Through Rates than most social media platforms. Including behemoth – Facebook.

What else? Below you can find the most important Twitter metrics to track.

Twitter Metrics Every Marketer Has to Track

Top Tweets – check and analyse tweets that have earned the most impressions over a certain period of time.

Top Followers – accounts that follow you with highest numbers of followers, such accounts can potentially increase your exposure through favorites and retweets.

Followers Growth – the number of followers you have gained over a certain period of time.

Engagement Rate – the cool thing about Twitter is that there are many ways a user can “engage” with your account. Favorites, replies, retweets, follows and links back.

To receive engagement rate you should divide the number of engagements by number of impressions. This will give you better picture than just amount of engagements.

Twitter Reach Rate – this one is very important, it tells you how many of your followers actually saw any of your tweets.

Results and Cost Per Result – that’s pretty self-explanatory. Result is any desired action, your campaign objective. It can be impressions, followers, engagements, clicks or conversions.

And Cost Per Result (CPR) is nothing else than how much you had to pay for desired action.

Audience You Reach – just like with many other platforms, Twitter also gives you an opportunity to analyze your audience. Use it. It’s a gold mine.

Any information you are able to get is worthwhile. Gender, location, age, but most importantly – interests. Learn as much as you can and craft messages that your audience will love.

Bonus – there is also one more extremely important thing you just have to know. Twitter is trying to create an overall positive experience. That’s why it will attempt to assess and classify your tweets.

They can fall into the category of positive, negative or neutral. By creating positive emotions with your users you can definitely increase your chances of Twitter success.

More to explore

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If your digital or social media marketing strategy doesn’t include LinkedIn you are clearly missing out. Especially if you and your business operate in B2B sphere.