by samAs every good digital marketing agency knows, using social media is a vital tool for driving business to your website. Social media is fast becoming a giant of marketing opportunities, second only to search engines in terms of referring traffic. In addition to generating referrals, recent Google updates have placed a much larger emphasis on links from social networking sites than ever before when it comes to search rankings. So now, more than ever, a social media marketing strategy is paramount.
Facebook comes with its own Insights package, but when it comes to Twitter marketing, how do you know how effective your tweets are? Like any other marketing effort, those precious 140 characters need to be looked at carefully to see what’s working and what’s not. Several tools can be used to gather this information, so you can set about creating the perfect tweets for your followers.
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- Twittermap gives you the location of the tweeters who have shared or retweeted your tweet. This allows you to see whether your tweets are really engaging your target audience location, or perhaps they are reaching a target audience you never considered before, which could lead to the forging of new connections in new countries.
(via Twittermap)
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- Tweet reach allows you to see the extent of your tweet’s reach (as the name suggests). Simply type a part or the entire tweet, and you’ll be able to see how far your tweet has travelled. Using unique keywords will help the identification of your tweet. It also lets you see who interacted with your tweet, shared it, retweeted it, or otherwise engaged with it.
(via Tweetreach)
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- Bit.ly lets you shorten links to fit within that crucial 140-character limit. But as well as helping you post the links to followers, bit.ly also tracks the number of clicks on the link. You are then aware of what content your followers are interested in reading more about and post more links like that and less of the unpopular links.
(via bit/ly)
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- Google Analytics If you’re using Google Analytics, the package is also equipped with a social section that allows you to see how much traffic on your website is derived from your social networking sites. It’s possible to track the route of a click-through from Twitter to see whether it leads to a conversion or to a prolonged stay on your website.
(via Google)
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- Tweet effect lets you see the rate of following/unfollowing your tweets, so it’s possible to determine whether someone unfollowed due to a certain tweet. It’s not foolproof, and the relationship between the time of the tweet and a person unfollowing may be completely unrelated. However, if a large number of followers are lost after a particular tweet, it may be noteworthy to see how that tweet differs from the rest. It’s also possible to see trends over time that may be more useful.
Barack Obama’s follower/unfollower trend (via Tweeteffect)
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- Sendible, Hootsuite, and a plethora of other social media management platforms also offer analytics packages with their services. It’s beneficial to check out what they’re offering and see if it would be useful for your Twitter account.
- Twitter Analytics: In addition to independently developed analytics tools, Twitter is also releasing its tool, currently in the beta stage. It’s in development and may continue to outgrow the competition to provide all the metrics needed to develop an effective marketing campaign on Twitter.