Twitter Analytics and your organisation

Our Social@Ogilvy team, which Wilson Hartnell feeds into,  have prepared this POV to let you know what the launch of Twitter’s organic tweet analytics mean for your organisation. We want to provide you with an update from Twitter that is quite impactful to our channels and work moving forward. Twitter has launched an update to their activity dashboard that provides measurable insights into how your organic Tweets perform.

Current Landscape

Up until now Twitter has been predominantly about engagement and effectiveness that we have measured in favourites/clicks/RTs. Reach was estimated based on the number of account followers plus followers of any retweets, similar to estimating OOH impressions based on how many cars normally drive by or PR impressions based on the average number of listeners. Social@Ogilvy recently began discounting this follower count by 50-60% because it is unreasonable to assume that all the followers of our account are actively online and viewing our tweets at the moment they go live.

Summary

Twitter has today just enabled precise organic reach analytics for all account holders whether you are advertising with Twitter or not. We can now see the unique people who have viewed each tweet and with what frequency to understand organic engagement as a percentage of reach (Is 10 favourites good? Not if it was seen by 25,000 people!). With this exciting update we now see a daily breakdown of how many people are seeing all of our tweets and exactly how they are interacting (hashtag clicks, link clicks, expanding details etc.) including an hour by hour breakdown for the content’s first day. Only impressions through Twitter’s site and mobile apps are counted, not third party apps.

Features

With the new dashboard, you can:

  • See how your Tweets are performing in real time.
  • Compare impressions, total engagements and Retweets month over month.
  • Use the Tweet details page to see how many Retweets, replies, favourites, follows, link clicks and embedded media clicks each Tweet received.
  • Export your Tweet performance metrics into a CSV file, which now includes both organic and promoted data.

Impact & Recommendations

We can now greatly improve optimizing tweets understanding the times they are viewed and whether a piece of content has wear-out. Second chance tweets (reposts) and tweaks to content will become more commonplace starting this week.

Here are a few ways we can utilize the dashboard to improve your content strategy and identify which tweets drive the highest engagement and impressions:

  • Obtain a better understanding of which time of day and day of the week yields the highest engagement and impressions.
  • Analyse tweet frequency to develop new insights and determine better tweet cadence.
  • Identify what tweet mechanics work, and which aren’t as effective by analysing various elements like different calls to action, the inclusion of rich media and copy length.

Many brands using this in the past 48 hours have been shocked to see reach at 2% to 3% of followers similar to Facebook. Unlike Facebook’s algorithm, this percentage is essentially due to the fact that people were not on Twitter when your tweet was. As one of Twitter’s global agencies we look forward to working with them on a more active user base. Paid continues to be important to have critical mass in the social space and justify the investment. This new dashboard will help us drive organic activity and influence our decisions in regards to paid campaigns. We recommend utilizing paid support as much as possible to obtain the highest reach and engagement possible for this platform. No longer will every Twitter campaign have estimated impressions in the millions. Now like Facebook, search and banners we will have a far more accurate estimate of reach, and it will change how and when we play the Twitter game. We will be diving deeper into research on consumer behaviour in regards to their engagement with social content vs. passive consumption. There have been some studies showing greater advocacy and favourable brand attribute tracking from those who engage, but Social@Ogilvy wants to know more.

If you would like help optimising your organisation’s Twitter presence or any of your social media activity please contact us on info@wilsonhartnell.ie and we will direct you to the right person for your brand.