All about the Union Metrics Twitter Assistant

Hopefully you’ve tried our brand new, totally free Twitter Assistant. It takes just a minute to run, and it’ll help you figure out how you can Tweet better. If you haven’t yet, try it now.

Now that you’ve run it, let’s talk more about how the Assistant works and what you can learn from it. The Twitter Assistant carefully analyzes your recent Tweets – up to 25 Tweets from the past 28 days (not including replies and regular retweets). Because of our partnership with Twitter, we can access true engagement data for your account, like actual impressions, clicks, responses and more. This is data you’ve never been able to get from a free tool before, as it’s typically only been available in enterprise analytics tools.

The Assistant does its work by looking at your Tweets and your data to provide personalized recommendations on what’s working, what you could be doing better, and exactly what you can do next. And you can refresh it every day for new data and new recommendations. If you continue to use it over time, trying things based on the analysis in your Assistant report, you’re likely to see more engagement with your Tweets and maybe even some new followers!

The Assistant has several sections, each built to help you with a specific area on Twitter. Here are a few of our favorites and how you can use them. (If you have any questions about your Assistant, please let us know!)

Find the best time to Tweet

The time to Tweet section helps you figure when to Tweet to get more engagement. It analyzes all your recent engagement – actual impressions and reactions, everything from clicks to likes to retweets. We calculate an engagement rate from that data – how many engagements did you receive relative to the number of impressions you got? From there, we find your most effective time to post, when your engagement rate was the highest.

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The darker a block of time is in your heatmap, the more impressions you generated during that hour on that day. Hover over any block to get more info on that time and see exactly how many impressions and engagement you’ve generated recently at that time.

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Now, since this is a small dataset, you’ll need to keep trying different times to figure out what times really work for you. The idea here is to give you a sense of what’s worked recently, so you can try posting more then and at other times that look good, and then come back to see what happened. Over time, you’ll find patterns in when your audience is most active and receptive.

Learn what to Tweet

What should you Tweet? Do you need an image or a video? Should you include a hashtag or URL? These are the eternal questions. The Twitter Assistant can help you figure out what makes a good Tweet, what makes a Tweet stand out from the thousands of Tweets around it, how you can share content that resonates with your audience.

The Assistant starts by categorizing all your recent Tweets into categories – text or image or video, Tweets with hashtags, Tweets with URLs. From there, it compares your Tweets of each type to your overall average Tweet performance and shows you exactly how your different content types perform. The Assistant will make a recommendation on what to keep doing or what you could start doing, depending on how things have been going.
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Tweets with something visual in them, especially an image or video, get more clicks because there’s something attractive to click on. However, an image click might not be what you’re looking for. Maybe you want to get more amplification to reach a larger audience. You’ll need retweets and likes for that. So take a look at your different content types to see how they performed in each dimension, get some ideas for what you can try over the next few days, and then come back to see if it worked. What works for one Twitter account won’t always work for another, so you’ll need to test for yourself.

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Better understand engagement

Another way to figure out how to Tweet better is to learn more about how engagement works with your Tweets. The Assistant provides a lot of detail on your top Tweet to show you exactly how it performed so you learn more about the mechanics of Twitter engagement.

For example, we know that likes can provide amplification, though maybe not always as much as a retweet. Exactly how much amplification varies from Tweet to Tweet, so your top Tweet section can help you understand how it works for you and what resulted in actual amplification for your Tweet.

In the example below, hovering over the engagement charts shows us that this Tweet started to take off in hour two of its Tweet’s life, earning 572 impressions that hour, which is more than 8x this account’s average. In that second hour, this account received its first retweet and 7 likes. The impressions and further engagement increase from there over the next few hours as this Tweet spreads across timelines.

Most of this Tweet’s engagement happened in the first six hours, and 90% happened within 24 hours. What’s the lifetime of your top Tweet? This can help you decide when to post again.

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These are just a few things you can do with your Twitter Assistant. How have you used yours What kind of a difference has it made? We’d love to hear from you! Find us on Twitter at @unionmetrics.

You can run or access your Twitter Assistant here.

There’s also more information about the Assistant metrics on our helpdesk. Please let us know if you have any questions.