If you have a Twitter account, you also have access to an insane amount of data. Twitter has granted access to its Twitter Analytics dashboard to all Twitter accounts. For someone who uses Twitter for my blog, the analytics offer valuable insights.
How to Access your Twitter Analytics.
Go to analytics.twitter.com
If you are logged into your account, the dashboard should appear. (Otherwise sign into your account.)
How to Read your Twitter Analytics.
When you sign into Twitter analytics, you’ll b greeted with a bar chart (pictured below) covering the last 28 days. The chart shows you how many impressions all of your Tweets received over the past month. (You can change the date range in the upper-right hand corner.)
An impression on Twitter is “the number of times users saw the Tweet on Twitter.”
When you see a tweet, scroll down without stopping to read it carefully, then that Tweet counts as an impression.
(Mike Cernovich’s Twitter impressions over the past 28 days.)
Twitter Analytics will also show you even more data for each individual post, which is really cool and helpful for bloggers. Below the bar graph you can see the total number of impressions, the engagement a Tweet receives, as well as the engagement rate.
(Twitter “Impressions,” “Engagement,” and Engagement rate” for Juicing While on a Low Carb Diet.)
Although receiving a lot of impressions on Twitter may be an ego boost, we are more concerned with the engagement and engagement rate of ours Tweets. What happens when someone sees a Tweet?
Twitter Analytics shows you the amount of engagement your Tweets receive. Twitter notes: “Engagements: Total number of times a user interacted with a Tweet. Clicks anywhere on the Tweet, including retweets, replies, follows, favorites, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion.”
When you use Twitter to link to your website, you are concerned with the engagement your Tweets receive, especially when engagement is measured in link clicks.
What the data for a link to a blog post looks like in Twitter Analytics.
I recently did a podcast with Victor Pride of Bold and Determined. I shared a link to this podcast via Twitter.
My Tweet received 7,882 impressions (meaning nearly 8,000 people saw the Tweet). The Tweet had 662 engagements (meaning someone clicked on it, retweeted it, zoomed in on the image, etc.). More importantly, the Tweet received 228 clicks.
(What a link to a blog post looks like in Twitter Analytics.)
(Click on the “View Tweet details” link on the bottom left hand corner of the post to see how many clicks your Tweet received.)
If you use Twitter for blogging, you probably care most about the link clicks, that is, how many times did people read your blog after you Tweeted?
As you can see, the Tweet linking to the blog post had 228 clicks, which is more clicks than some people get after sending an email newsletter out to thousands of people.
How to use the data from Twitter Analytics.
When you spend some time in Twitter Analytics, you learn how to increase engagement with your Tweets. Are you read for the secret?
- Attaching an image to your Tweets will increase engagement by up to five times.
A normal Tweet may have an engagement percentage of 1-5%. A Tweet with an image can have an engagement rate of up to 25%.
We live in a visual society. People are far more likely to stop to read your text if you draw in their attention with an image.
Tweets with images are more likely to be favorited or retweeted, which will not only help your engagement rate but will also ensure that a lot of people see your Tweets.
— Mike Cernovich (@PlayDangerously) December 6, 2014
Why do I use Twitter?
People use Twitter for a myriad of reasons. Some use it to engage with readers. It’s far easier for me to answer a Tweet (which are limited to 140 characters and thus don’t ramble on) than respond to an email.
Others use Twitter as a microblogging platform. Many people do not have blogs and instead use Twitter as their web home.
Still others use Twitter to drive traffic to their websites. 228 link clicks from a single Tweet is nothing to sneeze at. During a day when I’m not that active on Twitter, I can get thousands of clicks.
And of course many of use Twitter to engage with readers, to experiment with new ideas, to microblog, to have fun, and to drive traffic towards other websites.
For me, Twitter is a great place for me to post material not suitable for Danger & Play. As regular readers know, I don’t discuss politics or current affairs at D&P.
Some guys who read D&P hate my Twitter, actually, and I can understand. Twitter is something of a microblog for me.
Should you use Twitter?
I personally would rather lose my mailing list than lose Twitter. Twitter’s downfall is that, unlike a mailing list, I do not own it. I could be suspended or banned on a whim.
If I could guarantee that my Twitter would never been taken down, I’d rather have a Twitter account than a mailing list double or triple the size of my Twitter follower count.
As you can see, Twitter is not all fun and games to me. There are sound business reasons for using Twitter. I can drive a lot of traffic to my and my friends’ websites while also engaging with people in a fun, friendly manner.
That said, I’d be lying if I didn’t admit that Twitter is a lot of fun. It’s a place to raise Hell and unwind.