‘Tweet Analytics’: How to measure the impact of your content
The “Tweet Analytics” tool has been created to enable you to measure and improve the effectiveness of all of your tweets! It shows you how each tweet has performed in terms of the retweets, favourites and replies it has received as well as your potential audience and how successfully you are performing according to Avinash Kaushik social media metrics, author of best selling web analytics books worldwide.
The “Tweet Analytics” tool is a real-time feature and does not depend upon the syncing of your account. To use the tool select “Tweet Analytics” from the “Analytics” section of your top navigation bar.
Select if you want to see all tweets, just your tweets or your replies (tweets starting with @user) from the top right of your screen.
Then select the time span you wish to view information about using the calendar at the top right, e.g. the last 7 days, last month.
The first chart you are presented with displays each tweet as a circle. You can select what you want to see displayed on the Y axis out of favourites, replies and retweets. Let’s say for example we have selected “favourites”:
- The higher up the circle is, the more favourites the tweet received.
- The bigger the circle is the more replies the tweet received.
- The colour of the circle shows how many retweets the tweet received.
You can hold your cursor over any of the tweets to see detailed information as pictured above.
The table below this is titled “Engagement stats” and shows you the total number of replies, favourites and retweets your tweets have received over your selected period of time.
In the next table you are presented with social media metrics created by Avinash Kaushik, author of web analytics books which give you an idea of how you are performing in Twitter as well as helping you form and achieve your SMART objectives.
- Amplification Rate: This is the number of retweets you have received per tweet and is calculated: Retweets divided by (Tweets+Mentions). The Amplification Rate measures how much your audience values your content enough to share it with their own Twitter communities.
- Conversion Rate: This is the number of mentions you have received per tweet and is calculated: Mentions received divided by (Tweets+Mentions). The Conversion Rate checks that you are understanding who your audience is and as a result are posting appropriate content which results in conversations.
- Applause Rate: This is the number of favourites you have received per tweet and is calculated: Favourites divided by (Tweets+Mentions). The Applause rate is a measure of how valuable your community finds your tweets and as a result favourites the tweet to be stored in their “favourites” section of their profile.
- Lists: are the number of lists you have been added to within your chosen time period. If people have added you to Twitter lists this means they are interested in what you tweet.
- Clicks are the number of clicks your Bitly links have received. To use this function you have to of connected your Bitly account to your SocialBro account and you can do this by selecting “Settings” from the accounts menu on the top right of your screen, Services and click on the box next to Bitly pictured below.
Next you have the “My actions” table, which shows you how many Tweets you have sent, how many tweets you have retweeted and favourited and how many mentions you made.
You then have all of your tweets for your chosen time period displayed in list view and for each one you can see the number of retweets, replies and favourites it has received. You can also see the tweet’s potential audience, which is calculated based on the number of followers the users who retweet you have plus your own.
You can click on retweets, replies or favourites to see the users who have performed this action.
From here you can directly reply to them or retweet or favourite their tweet. You can also click the user’s Twitter handle the view information about them, follow them, add them to a list etc.
You can also reply to multiple users at once e.g. if you want to thank everyone who retweeted you in one tweet. Select retweet to see all of the users and then click the green arrow next to the users’ profiles who you wish to mention. You can then type a tweet as normal and click send.