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4 Ways to Measure TweetsBeyond EngagementBy Kevin Shively – February 24, 2015
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When I was in college, Myspace was a big deal. I spent more time on Myspace than I do nowon Twitter. It’s where I did my first “social marketing.”
At the time, I was the stationmanager of our college radiostation, and had a show called “The
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station, and had a show called “TheHip Hop Ho Down” which you’renot allowed to judge because I livedin Montana and that name washilarious to me. Because Myspace was getting so big, I used the network to promote theradio show, and I’d get excited anytime someone commented on a post. I can’t remember ifMyspace had a “like” or “favorite” equivalent, but if it did, I’m sure I got excited about thosetoo. The problem is that this didn’t equate to people listening to the show.
Engagement, it turned out, was not a very valuable success metric for me.
Let me be clear: I’m not advocating for anyone to stop measuring engagement. Engagementmetrics are an important part of the puzzle when it comes to social marketing, butengagement can’t be your only success metric. If it is, you’re missing out on some importantfactors.
If you’re marketing on Twitter, there should be more to it than how many favorites orRetweets you get. What’s the point of that Retweet? What are you trying to accomplish? Asmarketers, Twitter gives you an amazing amount of data that can help you tie your Tweets tospecific goals. Below are just a few examples.
EngagementDownload
”Measuring social is a big challenge, and one that marketers are still struggling to grasp.
Focusing exclusively on Likes, replies, and basic engagement metrics won’t tell the whole
story. – Adam Schoenfeld, CEO of Simply Measured
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1. All Action Taken with Your TweetHave you used Twitter’s native analytics? If not, you’re missing out on a lot of good insight. Twitter Analytics shows you more details than basic @replies, Retweets, and favorites.
By drilling down with Twitter Analytics, you’re able to identify the Tweets that drove
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actual link clicks, embedded media views, hashtag clicks, profile clicks, etc. This is a freecomponent offered by Twitter that any social marketer can use. The stats are available forthe previous 30 days, and can be downloaded to .CSV so you can incorporate the data intoyour social reports.
2. Web Conversion from TweetsOne of the major benefits of working in the digital marketing space is the ability to tieyour various programs together. With Twitter, you’re able to tie activity directly to actionstaken on a website.
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By connecting Twitter data with Google Analytics data, you’re able to identify website goalsthat have been completed by visits driven from your brand’s own Tweets. This allows you tomeasure and benchmark the conversion rates you can expect from various campaigns andspecific content.
3. Influencers Driving ValueWhen your Twitter programs are designed to engage broader audiences, it’s important toknow who’s helping you add value. Twitter’s public nature allows the unique ability to seewhich users are helping with a wide variety of factors, from exposing your message to a largeaudience:
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To the users driving actual traffic to your website:
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Without defining and understanding your goals, you won’t know which of these metricsshould matter to you, so it’s important to have that framework and plan established aheadof time.
4. Value of Twitter TrafficIn addition to driving traffic, it’s important to know the value of that traffic, relative to othertraffic.
Again, by tying Twitter analytics to Google Analytics data, we’re able to identify the averagepage views per visit, bounce rate, time on site, and several other factors, broken into trafficfrom Twitter, and traffic from other sources. This can help us understand the value of thataudience, and what to expect from the channel.
Going Beyond EngagementIt’s important to tie engagement metrics with the goals of your social programs, and the
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Kevin ShivelyAs Sr. Content Marketing manager and editor of the Simply Measured blog, host ofthe #SimplyMeasured podcast, and generally delightful person, my job is to tellstories to the internet...You're welcome internet.
driving factors that make a difference. To learn more about analyzing, measuring, andoptimizing your Twitter campaigns, download our Complete Guide to Twitter Measurement.
Get everything you need to analyze the metrics that matter
The Complete Guideto TwitterMeasurement
Download
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Kim Siever • 3 days ago
It sounds like you’re still measuring tweets using engagement. After all, aren’t link clicks a form of engagement, forexample? If someone clicks on your link, s/he engages with your tweet. Or are you using a narrow definition ofengagement?
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Kevin Shively • 3 days agoMod > Kim Siever
Great point Kim. I think you're spot on that the standard for "engagement" is shifting (ie: Twitter's newanalytics dashboard defines clicks with any part of your Tweet as engagement, as you suggest), however,this isn't the standard or norm across all social networks yet, and for many social marketers, creating acommon language and standardization across all of their channels is imperative (which is why "traditional"engagement is still focused on two things: interaction and amplification. Favorites, replies, and commentsbeing in the former, retweet and shares being in the latter, for example). Using those traditional engagementmetrics as the foundation for richer measurement gives some needed context to a lot of programs.
I'm with you here: I'm excited to see the shift to a broader definition of engagement. Tallying likes, comments,shares, retweets, pins, etc. is great and a key part of social analytics, but not the end-all success metric thatanalysts and marketers thought it would be a few years back. As networks offer richer data, and companies(like SM ;) ) focus on enabling deeper analysis, we can expect the standard definition of "engagement" tobecome richer as well. Thanks for the comment!
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