Ever wanted to measure the impact of a past event or hashtag on Twitter? You can with TweetReach premium historical analytics! They’re a powerful tool for researching, planning, executing campaigns and so much more on Twitter. Here are just five ways you can utilize our historical Twitter analytics to your benefit.
But first, where does TweetReach’s historical Twitter data come from?
At Union Metrics, we have licensed commercial access to the full historical Twitter archive from Gnip, which means we can reach all the way back to the first public tweet posted in March 2006. This goes beyond the scope of basic Twitter search and anything that can be pulled with Twitter’s public API; the information you can get from those sources is limited to data from the past few days or weeks. Our historical access includes the full archive from Twitter itself, and you can’t get that just anywhere.
The possibilities for using our historical analytics are as varied as the content on Twitter itself. And if you’ve ever used our TweetReach Pro Trackers, the analytics in our historical reporting is similar: potential reach, exposure, volume, individual tweet, hashtag, URL and contributor metrics. It’s delivered in the same detailed format as our Trackers, so you have comprehensive reporting and interactive metrics, allowing you to drill into interesting trends.
So, how can you use our historical Twitter reporting? Here are a few ideas.
1. Nail a pitch
Are you an agency trying to win over a new client? Want to prove to your boss that you can handle bigger and better projects? Use our historical analytics to build out comprehensive proof of the performance of campaigns you’ve managed in the past, or evidence that those you managed performed better than those of your competition. It’s hard to argue against numbers.
2. Create an airtight content marketing plan
A quick Google search will provide thousands of content marketing best practices, but the bottom line is that you can only know what works best for your industry, and more specifically, for your customers, when you measure it. Do you have chunks of missing data from the performance of past campaigns? Use our historical analytics to fill in any gaps in your history of data, or to build out a history if one doesn’t already exist, either because of a lack of budget or a change in your role. Get the metrics you need to fully understand how your content performs on Twitter.
3. Plan for crisis communications
Has your company faced a crisis in the past? What about anyone else in your industry? Are there notable past social media crises you’d like to study to help model your own crisis communication plan after? Our historical analytics can give you a clear picture of what happened in the course of an entire event: who reacted when and how to which tweets. Understand which communication tactics worked, and which backfired. Use this information to build out a comprehensive crisis communication plan, should such a situation occur when you’re at the helm.
4. Conduct research
Similarly, you can use our historical analytics to understand how a past event unfolded in Twitter in order to write about it from a journalistic, academic, or other point of view. Want to know how many tweets were posted about an election last year? What hashtags were most popular at a previous conference? The top picture shared during a protest? We can search on any keywords, hashtags, usernames, URLs – anything that appears in a tweet. Use this to unearth and study conversations about past events.
5. Build your brand voice
We’ve discussed in detail how you can use our historical analytics to build a brand voice from scratch, or even learn (or rebuild) the voice of a brand you’ve recently taken over for. Once you’ve solidly established your brand’s voice, you can work on increasing your share of voice in your particular industry.
Want to learn more or run your historical Twitter analytics report? Start here.