Kicking off social media summer school: Twitter engagement

We want to help you keep your social media skills sharp over the summer, which can be a slower season for a lot of industries, so we’re kicking off a Social Media Summer School series. (If it’s a busy time for your brand, you can always bookmark these posts to come back to during your own slow season.)

We’ll concentrate on different things you can take a look at and test on social media. If there’s something in particular you’d like us to cover, let us know! You can always find us on Twitter @UnionMetrics.

To kick things off, let’s dive in to how you can better understand engagement with a set of your recent tweets to improve your future tweets.

The best way to do this is with our brand new Twitter engagement analytics! Get real-time insight into the true reach and engagement with all your tweets – metrics you can’t find anywhere else and the best way to measure a tweet’s actual impact. Log in or sign up now.

Step one: Pick your tweets

Start simply and select around five of your recent tweets with either high or low engagement. This gives you a good sized sample so you can figure out what might be causing higher or lower than normal performance.

For high engagement tweets, ask: What about these tweets is resonating? What do they have in common. Are you answering a question a lot of your audience has? Did you include hashtags or links? What about images or videos? Were you particularly entertaining? Did you post all these tweets around the same time?

For low engagement tweets, ask: Is there anything in common? How were they written – could they have been misinterpreted? Did you tweet about something too often or post at a bad time? Were they all text only?

Let’s dig in to find out.

Step two: Analyze

Look at the different engagement metrics for your selected tweets. Engagement encompasses everything your audience did in response to your tweet: retweets, replies, likes, clicks on hashtags, links, your avatar, username, expanding a tweet, or even following your account from it. All of this is valuable information but some of these activities might mean more to you than others. Look at what people are doing to your tweets. Are they clicking to see more, are they liking, or are they retweeting to share with their own followers? See any patterns?

Also take a look at the reach and engaged audience metrics for your tweets. How many people are your top (or bottom) tweets reaching? Of that audience, how many of them did something? Why didn’t more participate and how can you encourage future interactions?

If you’re using our new Twitter engagement analytics, you’ll get all of this information together in one place, like this:

Owned Tweet Summary with Engagement

Our reporting includes:

  • Actual Impressions: A count of how many times a tweet has been viewed.
  • Potential impressions: A count of how many times a tweet could have been viewed.
  • Replies: How many replies this tweet received.
  • Retweets: How many retweets this tweet received.
  • Likes: How many likes (favorites) this tweet received.
  • Total engagements: The total number of all engagements your Tweet received, including clicks, media views and follows.
  • Audience reached: The true reach, or number of unique people who saw your tweet.
  • Engaged audience: The true number of people who did something to your tweet.

Step 3: Use what you’ve learned

Now that you’ve studied a small set of tweets closely, you’ve probably found a few commonalities or interesting insights. Use that information to experiment with your tweets over the next week. Do more of what your audience is engaging with and less of what they’re ignoring. Then come back and check on how it went. Are you getting more engagement? What else could you improve? Keep iterating.

And if you’re not already using Union Metrics but think this is just what you need to take your social media marketing to the next level, well, we can help with that. Get started by clicking on the button below or request a personal demo.

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Featured image via Unsplash.