Have you ever craved better insight into the performance of your individual tweets? Well, hold on to your hats, folks. On Friday, Twitter rolled out an enhanced tweet activity dashboard, which lets you see how many times other users have viewed and engaged with your organic tweets.
There's only one catch: The new tool is only available to Twitter advertisers, Twitter Card publishers, and verified users.
But if you do happen to fall into one of these groups, get excited. Knowing more about the performance of individual organic tweets can offer you a wealth of knowledge about what is and isn't working in your Twitter strategy -- and help you optimize both your organic and promoted tweets.
The New Organic Tweet Analytics Dashboard
Here's a snapshot of what you'll get out of the new dashboard:
Real-time data about how your tweets are performing.
The ability to compare impressions (i.e. how many times a tweet is viewed on Twitter.com and via Android or iOS apps, including logged-out users), total engagements, and retweets month-over-month.
The number of retweets, replies, favorites, follows, link clicks, embedded media clicks, detail expands, user profile clicks, and email shares each tweet has received.
The ability to export tweet performance metrics into a CSV file, including both organic and promoted data.
Access your dashboard by clicking Analytics >> Tweet Activity in your top navigation.
You can also drill deeper into individual tweets to view a tweet's corresponding Tweet Details page:
How to Make the Most of Tweet Analytics
Twitter paired the announcement of its new tool with some highlights from its own research into the organic tweets of 200 brand advertisers, which spanned multiple verticals and ranged from Fortune 500 companies to small and midsized businesses.
The biggest takeaway Twitter reported is that tweet consistency is critical for maximizing organic Twitter reach. Twitter found that brands that tweeted 2-3 times per day during a given week can generally reach an audience size that’s equal to 30% of their follower base. Twitter also highlighted the power of newsjacking and event-jacking, @mentioning influential Twitter users and hashtags, and including auto-expanded photos or videos coupled with short, conversational copy as great ways to increase Twitter reach.
Of course, the beauty of Twitter's new dashboard is that you don't have to rely on these general best practices to improve your own Twitter content strategy. Now you can analyze engagement data for your own tweets and gather insights that are specific to your own Twitter activity.
Not sure where to start? Think about the following as you analyze the performance of your tweets:
How does timing (both time of day and day of the week) influence the performance of your tweets? Do certain times naturally lead to more impressions?
What is your optimal tweet frequency? Are you burning out your audience by over-tweeting, or can you stand to tweet even more than you currently do? Test it and see!
Compare the tone of your tweet copy. Is your audience more responsive to a fun and conversational tone or more business-like, professional-sounding copy?
How does media perform in your tweets? Do people love videos and photos, or do they prefer text-based tweets?
How does link placement in your tweets impact engagement?
What kinds of calls-to-action (CTAs) generate the most engagement with your audience? Are blatant CTAs more impactful, or does your audience appreciate subtlety?
What do you think of the new tweet activity dashboard? How will you use it to improve your Twitter content strategy and maximize your reach?
Originally published Jul 14, 2014 12:00:00 PM, updated July 28 2017