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June 10, 2013

Learning a Few Things from Twitter Analytics

Twitter Analytics
Screenshot from my Twitter Analytics.

SEVERAL TWITTER ANALYTICS tools can now be seen by the public in selected markets, which means you might be able to view more about tweets that are retweeted, favourited and replied to. I'm learning more about word choice and time of day through the screenshot above than by merely viewing the actions of those tweets using Boxcar on iOS.

The change was spotted by Christopher Penn, vice president of marketing technology at SHIFT Communications and one-half of the Marketing Over Coffee podcast team. Not all markets can see these analytics because advertising campaigns are not in place in every country. In Ireland, there's no payment mechanism accepted on the advertising dashboard.

You get into these Twitter Analytics by clicking on the Twitter Ads dashboard and then heading inside the Analytics section at the top of the page. You won't get highly accurate data straight away because Twitter's analytics server needs to pull and summarise activity across a 30 day period. In my case, the information about follows, unfollows, and clicks on tweeted hyperlinks was inaccurate (undereported when compared to emails from Twitter and other marketing services). In my personal experience, it appears mobile clients are not passing data back to Twitter Analytics.

As seen in my screenshot, the Timeline displays a graph based on the number of mentions, follows and unfollows--that's the incomplete part of my screenshot. A detailed list underneath shows clicks on links, most recent tweets, as well the number of times someone has favorited, retweeted or replied to a tweet. I've highlighted a few action words in tweets I've made that appear to have consistently earned greater reach. Specifically, people retweet "free" things and stuff I've put into Delicious appears to get more Twitter Juice than a bog-standard link.

I get a lot of these data points as real time notifications with the Boxcar app on iOS. I get a composite view across social networks with Sprout Social. Google Universal Analytics gives me real world directions for campaigns.

[Bernie Goldbach @topgold teaches web analytics in the creative multimedia degree programme at the Limerick School of Art & Design.]

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