Get more from your metrics with advanced reporting: Part 1

Whether you’ve been a Union Metrics customer for years- in which case, thank you!- or you’re considering our metrics, we want to make sure you know how to get the most out of them. Last year we released a lot of product updates, including some advanced reporting to take you deeper into your metrics than ever before.

In this two-part series, we’ll break down exactly what those new features are and what they can do, plus how you can use those features to get the most out of your social strategy.

Got questions or anything we missed? Find us on Twitter @UnionMetrics.

How to set up advanced search queries

When you’re setting up a Tracker, you might have more complicated search terms you want to track than just popping in a @handle and a #hashtag. The more detailed you are with how you set up your Trackers, the more precise and helpful the information you collect will be. This helps you not only tweak your social strategy, but also stay ahead of the competition in the industry, identify potential problems from your customers, and more.

So what are some examples of how to set up advanced search queries?

  • Instead of setting a Tracker to pull all tweets that mention a popular hashtag or term and then parsing the information collected for relevant mentions, start with a leaner search.  Combine a largely discussed event hashtag with your specific brand terms or names; search for a @handle (account name) along with a hashtag to find your reach and contributors within the larger discussion.
  • Search for your site URLs to find tweets that may not be using your brand name.  The url_contains: x operator would allow you to pull any link from a website or specific category. For example, url_conatains:unionmetrics.com would gather all links to any page on our Union Metrics webpage, no matter what else is included in that URL. You can even be more specific, url_contains:blog.unionmetrics.com would only pull posts from our blog.

See more examples of advanced operators here.

Advanced summary reports

Geo reporting: Our geo summary page allows you to see where users are tagging their posts. Drill into specific areas using the map, or click on a listed location to see all tweets tagged from that spot. Export a CSV spreadsheet of all these selected tweets in order to see the exact latitude and longitude coordinates of each tweet, as well as all impression and retweet information you’ve come to expect from us. You can use the new left nav bar to move from summary to summary easily.

New Account Nav
Pictured: The new left nav!

Instagram Account Comment Summary: Our summary page allows you to see a timeline of likes and comments on your account over time, as well as a breakdown of user’s activity by time of day. You can see surges in user activity over time, and also identify which time of the day and week your followers are most active in general. This is a crucial tool assisting you in adjusting your posting schedule for maximized user engagement. From this big picture view, you can drill into individual posts or users to further investigate motives and features that have triggered engagement. For example, you can ask why a particular follower keeps liking all of your posts tagged with a specific product, then send a CSV of that user activity over to marketing, to see if they’re a good candidate for a brand advocate program you’re starting.

Language reporting:  Language reports include a summary of all the languages used in tweets in your Tracker, as well as a language bubble chart. (The bubble chart shows the top ten most-used languages in your Tracker.) Tweets are classified as one language, but if a language can’t be determined- if a tweet is mostly URLs or usernames, for example, it may be unclear- then that tweet will be classified in the “other” category.

(Any references to Pokemon, we have learned, will be classified as Welsh.)

Union_Metrics_language
The language bubble chart is pictured on top, with a full list of all languages in a Tracker appearing below it

Post detail with Twitter engagement: Available for all tweets in all Twitter Trackers, the tweet detail report gives you a lot more information about each individual tweet! The report starts with the basics: The tweet itself and more on the Twitter account it came from, and then it gets more specific, breaking down impressions, responses, replies, and retweets.

Potential impressions for a tweet are broken out by direct and amplified impressions (those generated through retweets and replies), while a second chart shows responses, including retweets and replies. You can see when responses happened, so you can use these charts to see how quickly a tweet spread, how engagement emerged, and identify inflection points when influencers got involved in a conversation.

You can also look into the replies and retweets themselves. Top Replies include the top 25 replies, sorted by total amplified impressions. (Replies on Twitter are a little complicated, so if you’re curious about how many impressions a reply has generated, read this.)

Top Retweets include the top 25 retweeters sorted by impressions generated. This corresponds to how many followers each account had at the time of the retweet. This table also shows when the retweet occurred, which you can use to look for clusters and determine inflection points in a conversation’s trajectory. Did most of your retweets happen in the first 30-60 minutes? This is typical. It also means you can tweet again after an hour or two to catch other followers who may have missed the first Tweet. Use this along with the responses chart above to find out when a conversation died down to know when it’s okay to post again.

Still have questions?

We’re always happy to help! Set up a personalized demo with our sales team on your schedule.

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