Making the most of your social media: Twitter
This is part two of a series on making the most of your social media in marketing. Read the first installment, “Making the most of your social media: Facebook.”
As a retailer, you probably find yourself (or someone on your marketing team) updating social media with your various promotions, interacting with your customers, and creating ads. But how can you find out what’s working well to help create a well-defined social media strategy and figure out your return on investment?
Thankfully, most social media platforms have great analytics that can serve as your starting point to determine what’s working and what’s not. You will want to use these data points along with a program such as Google Analytics to make sure you are pulling as much data as you can from every source possible. You can learn more about setting up your Google Analytics profile and creating specified URLs to help track promotions in this earlier blog post.
In this blog post, I’ll cover how you can get the most data from Twitter to help understand the effect social media has on your bottom line.
Figure 1 – View of twitter activity over time
Twitter analytics will let you know how many people clicked on your posts, the number of people reached, and your engagement rate. It will also tell you which of your tweets were the most popular. On the surface, this data can give you a high level overview of your account but doesn’t really show how this affects your bottom line. Tip: you can download your Twitter Analytics into an Excel spreadsheet and change the date range for the data you are viewing.
Figure 2 – Accessing Twitter Analytics
Gaining insight from the data
As a retailer, you are probably not constantly promoting your products and for people to buy them (if you are, I suggest mixing in other content to see how that resonates with your followers). So you’ll have a mix of content in which you can probably see a clear conversion rate when you compare it with your data from Google Analytics, but you’ll also have a large amount of data that doesn’t show conversions. View your highest clicked Tweets or Tweets with the most engagement and find the corresponding campaign in your Google Analytics (Remember: you should create custom campaigns for each post on each social media platform) and view your View-Through conversions. If you do not have View-Through conversions available, you will need to place a tracking code on your site.
Once you have your View-Through Conversion available, you will be able to see what Tweets helped to drive consumers to eventually buy on your site. Did a particular Tweet garner a large engagement level? Did that engagement level eventually lead to a large amount of people converting on your site?
The data itself in Twitter Analytics won’t show you enough on its own; you will need to combine this data with another program. Once you see the data, you’ll have to ask yourself what’s important to your business. Only you can determine if the numbers are up to your standards and meeting your business needs.
Stay tuned for Part 3, Making the Most of Pinterest.
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