Twitter can be a powerful business channel, but only if businesses know what events and metrics actually matter and how to measure and optimize them. Vanity numbers like follower count, Retweets, and mentions may make your average “social media guru” feel good, but for true marketing and business professionals, there are bigger, more valuable areas of concern. Considering Twitter is one of the most direct inroads into the blogging community as well, getting it right, and making it a distinctly valuable component of marketing efforts can help amplify every other campaign and program with viral lift, blog coverage, and blogger advocacy. Here’s what marketers need to look at to get the most value out of Twitter:
Relevance: What’s more valuable, one or five? That is, five tweets from fake, auto-tweeting accounts, or one tweet from a blogger or thought leader within your industry? Clearly, it’s not math that determines the answer; it’s relevance. To be successful on Twitter, you need to have a relevant audience who may actually be impacted or intrigued by your messages. From quickly scanning the bios of people you choose to follow, to doing regular fake account scans with tools like Status People’s Faker Score, you can focus on building and maintaining a relevant audience.
What’s more, a big part of relevance on Twitter means building in appeals to some of the most influential users who, more often than not, also tend to be bloggers. One of the best ways to identify these top-notch Twitterers is through blogger outreach tools like GroupHigh which allow you to identify influencers in any niche and hone in on the right people for the most effective communications.
Sentiment: The most frustrating kind of tweet to a social media professional is not a negative tweet; it’s an indifferent one. Negative tweets can actually be good for business because they’re an opportunity to channel a person’s passion and convert it. Indifferent tweets, on the other hand, are as horrifying as doldrums are to sailors relying on the wind. In essence, it means nothing is happening. Indifferent tweets or those with a neutral sentiment don’t give readers a reason to click a link, or an opportunity for conversation. They’re actually often generated by auto-curating or keyword triggered apps that require no human involvement whatsoever after setup. Other neutral tweets tend to come from people tweeting just for the sake of tweeting – sometimes without even reading the content they’re sharing. Positive tweets, however, with personal flair or unique commentary are what you want to inspire and document. How often do you get tweets like these? How does the amount of unique tweets relate to your number of followers? What aspects in content or communications are common to positive tweets? These are the questions that come from a healthy analysis of sentiment.
Engagement: All too often, “engagement” is used lightly to describe interactions on social channels at a high level, but there’s a distinct difference between interaction and engagement. You can have as many interactions as you’d like with random passersby on a busy street, but are any of those people following you back to your office or business? Engagement, however, is not about the volume of interactions, but the responses to those interactions. On Twitter, this doesn’t mean Retweets or mentions alone, but clicks, page views, and other intended reactions to a tweet. Using tools like Buffer App for twitter, and even SnapApp Analytics, you can measure the clicks on links within your tweets to see if people are actually responding to your content. By focusing on engagement for your Twitter strategy, you are focusing on sharing content and communications that drive meaningful actions for you and your audience.
Conversion: Measuring engagement alone will tell you if people are responding to your tweets, but what happens after the desired click, share or page view? Are people clicking through to the main website after viewing the blog post you shared? Are readers requesting demos, viewing pricing, or carrying out other conversions? By incorporating conversion metrics into your Twitter strategy, you can understand where you should link in tweets to best fill your marketing and sales funnel or facilitate a final purchase. Embedable tools like Google Analytics can give you a detailed, yet basic view of the conversions that are occurring, while more robust platforms like Marketo & Eloqua can even tell you who is converting from stage to stage. The key is applying this data to Twitter to make your communications as compelling as possible.
Andrew Moravick is a Social Media and Content Marketing Specialist for SnapApp with previous experience including major B2B and B2C brands like Eloqua and PUMA. Follow Andrew on Twitter via @Amoravick & SnapApp via @Snap_App.