How To Measure and Improve Your Twitter for Inbound Marketing

October 31, 2018
David McMahon

David McMahon

I wrestle with marketing technology so you don't have to. In my spare time, I run a marketing group with 1100+ marketers helping each other to attract new customers and share ideas. You are welcome to connect with me here.

One of the most commonly asked questions I get about twitter social media marketing is how to determine and measure the efficiency of the campaign; and more importantly, how to show to the executives of the company social media is measurable and worthy of participation. In these days' social media world, the essentials you can monitor on social channels are far more profound than mere fan count or number pageviews.


Two Types Of Social Media Measurement


Continuous Analytics – this is essential for keeping up with the general pulse of wide-ranging conversation about your brand and company. After your brand tracker is set, you can just let it run and check it once in a while to understand how things are going.

Promotion-Focused Metrics – this supports you in comprehending the influence of targeted promotion initiatives and will differ from one campaign to another and is subject to your goals for each.

Inbound Marketing


Steps In Measuring If Twitter Works


Step 1: Identify Your Objectives


Before measuring every single tweet posted about your brand, think first about your objectives. Identifying your goals should be in your measurement plan to produce a list of what you’re trying to achieve from your social media marketing efforts. Twitter can serve a variety of functions, from information dissemination to responding client queries and engaging with a community of leads. Try to ask the following questions:

  • What am I/is our company trying to achieve through Twitter?
  • Which channels are most relevant to achieve my goals?


Step 2: Generate Metrics to Quantify Your Objectives


Match your objectives to actual metrics and behaviors you can measure. Here are few ideas of different goals to measure:

  • Awareness – use metrics like size, range, exposure, and intensification. It should answer the question, “How far is your post reaching”.

  • Engagement – go for metrics about retweets, comments, replies, and partakers. It should answer the question, “How many people are partaking, how frequent are they joining, and in what ways are they partaking?”

  • Drive traffic towards your website  – track URL shares, clicks, and conversions. It should answer the question, “Are people clicking to your website and what do they do when they are on your site?”

  • Followers – monitor contributors and effect. It should answer the question, “Who is taking part and what kind of impression do they have?

  • Share of voice – monitor your volume in relation to your closest rivals. It should answer the question, “How much of the total conversation around your industry is about you/your brand?”


Step 3: Measure


Once you have made the list of the metrics you want to focus on, you need to look for instruments appropriate for these metrics and then begin the measuring.

If you are uncertain which tools you are going to use, ask around or use Google search and you can discover numerous options. I personal use HubSpot for all my social media posting and tracking of links. It would be better if you can plan ahead and set the tracking long before you start campaigning for easier access of the data you’ll need.


Step 4: Track and Report


The fourth step is to track your progress and [your competitors as well to see how they are doing] and report the results. Identify initial findings and use them as a model for future evaluation, then share these early statistics with your significant shareholders.

This is also a good chance to reflect your list for regular reporting. No matter what the schedule is, make sure you’re referring on your metrics regularly. Have your metrics collected over time and see how valuable this data are going to be as you will have a record of older data to compare your new data to in the future. Focus the essential figures in your reports.

  • Include targets or other facts to help your stakeholders understand quickly what all the figures mean

  • Include visual representations like graphs to help you communicate effectively with your audience

  • Have your graphs simple and fresh


Step 5: Modify and Repeat


The last step is to judiciously review your program for measurement. Look for areas to improve, make some innovations, and then do more measuring. Check the goals you have set partially and be sure to have metrics that actually help you attain those goals.



Dos And Don’ts In Twitter for Inbound MarketingInbound Marketing 


While I know analysis will tell you alot about what is happening, there are some things I see people do on twitter that great effect your results. Here are my twitter do's and don't:


My Twitter Don’ts


  • Spam people. It gets annoying when you will constantly use the “@” sign and follow by their name right after. If it is essential to use someone’s name, make a hash-tag for it.
  • Load your tweets with too many hashtags. Too many hashtags can break up the tweet, which might confuse the people and make your tweet hard to read. In order to create inbound marketing, use simple English and avoid jargon unless you are trying to attract a specific market.
  • Involving Yourself In Twitter Quarrels With People You Disagree With. Citing your difference of views is acceptable and encouraged. However, do it in a professional manner and avoid comments that are too personal to be shown in your twitter timeline. 


My Twitter Dos


  • Inbound MarketingPost Something That Is Worthwhile Whatever The Subject Is.  Understand that nobody cares about your extravagant vacation or your discovery that the tip of the shoelace is called an aglet. Get involved with your customers and partners, chat with them, ask them several questions, have them answer to challenges using the hashtag approach. Provide good reasons why your customers and followers should continue to follow you.
  • Be Comparatively Consistent With Your Approach.  Twitter is an incredible platform for you to craft an online identity and be a leader in marketing and business. But, for people to consider you as a leader, you have to give them quality content and do it more than once every day.
  • Let Your Persona Come Out Or Make One.  Add any means of being thoughtful or being original with your tweets. Be informative but sharp and funny at the same time. Make sure your tweets exhibit your characteristics or reflect those of the organization you’re connected in. Share links to good content related to your business that your followers may be interested in.
  • Monitor Your Keywords And Observe What People Say. Join chats when it’s significant and make sure you are mindful when people are talking about you so you can react.
  • Say Thank You!  If someone takes the time to retweet your post, thank him or her. Every person who shares your content is a potential lead. Don’t forget to thank them if you want them to continue retweeting your content.




How to Improve Social Media Marketing Twitter Visibility


The next thing I must say is Twitter is one of the most active networks which you can eand influence. It continues to upgrade its features to enhance the network. So I going to share my top 6 tips you can start applying to improve your twitter communication 


How To Measure

1. Tweet During “Busy Hours” And On Weekends

Most people log in to twitter and post their tweets during the week and engagement is significantly higher during the busy hours around 8:00AM -7:00PM. (I recommend best time for you, by looking at the time of day you get most clicks). Also, Twitter engagement is highest on the weekend. Perhaps this is because Twitter is real time and shows how people loved to be online to be updated while the happening is still hot.

If you’re using media dashboards in managing and measuring your social media makreting Twitter system like HubSpot, Hootsuite or SproutSocial, plan remarkable tweets you would usually post during the week and post them instead on weekend and measure the results.


2. Keep Your Tweets Below 100 Characters

Tweets that are under 100 characters have 17% higher rate in engagement than those that reach up to 140 character.

Generally, short Twitter posts are inclined to catch more attention online because they are easier to scan, digest, and to copy. Another advantage of shorter tweets is you give the people extra space to retweet your post, without changing your original message because of its longevity.


3. Create 1 Or 2 Hashtags

Tweets having hashtags acquires two times more engagement than those without hashtags. Your hashtags gives the users the background about your post and let them see related tweets quickly. Keep the number of your hashtags to only 1 or 2 to avoid being dropped in engagement.


4. Include Inbound Links

For most marketers, the main objective of their social media is to draw people toward their website. Including links to go to the site is a simple way to do this. Tweets with links get 86% higher engagement.


5. Tweet At Least 5+ times Per Day 

The good spot for products is achieved with at least 5 tweets per day. Do not worry about your posts engulfing the Twitter stream. Be sure your tweets are of quality information to avoid being considered as a spam and be dropped off by your followers. Ponder tactically about what you will post every day so each post has time to be seen and shared.


6. Keywords In Your Bio

Your Twitter bio serves as your information key, which unlocks the possibilities of getting more engagements in the Twitterverse. Therefore, it is important to place obvious strategic keywords in your bio. Twitter search engines like FollowerWonk keywords in your bio in search results when subscribers are considering alike tweets to follow.


Free Download: How to use social media to find new customers



Other Great Social Media Marketing for Inbound Marketing for you:


8 Ways HubSpot Improves Marketing for Businesses


Article was created April 2013 and has been totally updated and republish on 31 Oct 2018. 


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