Week after week, we read the latest social media news and best practices articles hoping to make sense of the numbers on the screen. Social media measurement is important to us as social media managers and small business owners – both for job security and plain old sanity. We need to be able to prove to our bosses, coworkers and even ourselves that all the time we invest posting is actually worth the effort and battery power. (We all know the struggle of being tethered to an outlet for the sake of live tweets.)
So here is some light at the end of the tunnel, the quick guide on how to analyze your Twitter stats and convert some of those numbers into impactful action.
If you are like anything like me, you are hesitant to spend money on measurement tools because the websites are cryptic, the fees are hidden, and you don’t know what you get until you put in your credit card number. Enter SumAll to save the day. Your dashboard allows you to take a quick, singular glance at all your social media stats and immediately know if you are moving in the right direction.
Whether the arrows indicate growth or declines, there are key metrics that allow you to transform that information into something useful by answering the following questions.
Who is increasing your visibility?
Answer: Users with the highest Retweet Reach
You have to love a good retweet. Not only does it amplify your message by putting your tweet front and center on new timelines, but it validates what you said. Someone likes the content you shared and wants other people to see it. Great! Now who is getting the most eyeballs on your tweets and what content are they sharing? Retweet reach details give you a list. Easy breezy.
Now, who is talking about you and how influential are they?
Answer: Users with the highest Mention Reach
Receiving a mention means people are talking to you or about you, which speaks to brand awareness and can serve as word of mouth (WOM) marketing for you or your business. The WOM facts are undeniable: According to Nielsen, 92% of consumers trust recommendations over advertising. Through mention reach details, identify who those top influencers talking about you are and what they say. Is it positive or negative, and are you empowering them, engaging with them or working to correct an issue? The higher the tweeter’s mention reach, the more people that will see the good, the bad, and the ugly about you, so it is important that you are mindful of those users and their posts.
Once you are aware of who is increasing your visibility on social media and who the influential audience members are, set a goal to engage those influencers and potential brand ambassadors the following week or month. Of course, you should be responding to everyone, but show a little extra love to those who are helping you become more noticeable online. Share more of the content they retweeted and posted. Ask for their feedback. Retweet their content and begin to build relationships. This helps to establish trust and boost credibility, and who doesn’t want a little more of that?
Keeping track of these users can get confusing. Create a Twitter list with these accounts for easier management.