Though there is a metric to measure almost anything, the goal is to avoid analysis paralysis. As marketers, we want to focus on what is critical to our success and measure only those things. By tracking those metrics over time, we can see if we have moved the needle closer to our goal or not.
There are various programs out there claiming to have robust Twitter metrics, like the ones featured below. However, we fail to see how these apply to anything. They don’t tie into anything specific.
Critical success factors can generally be classified under three questions:
Ask yourself why you tweet. Because all of your metrics need to tie back somehow to one of those overarching goals above. Otherwise, you will end up like these guys (pursuing a goal that becomes rediculous in its fulfillment). Looking forward to Flutter Eyes, for sure.
For the rest of us that are trying to get real value out of Twitter, it’s time to incorporate Twitter analytics. Twitter analytics takes the existing tools and uses them to track metrics that are tied back to your marketing goals.
Last time I listed several ways businesses are using Twitter. This post is going to create measurable metrics for those as much as possible.
Drive targeted website traffic
Build brand loyalty and buzz
Obtain opinion data from a diverse group, perform simple market research
Direct people’s attention to good information or valuable content
Track memes and trends
Gather competitive intelligence
Manage customer service, create a brand index
Create a tribe
Each of these ratios will give you a percentage. The higher the percentage, the better. If percentages are low, it’s time to experiment and try something new. Perhaps posting more frequently, or maybe less frequently, or adjusting the content you share, or the way you present information, will help you improve your ratios.
Answer the following questions with the following metrics:
How often do I post on Twitter? (substitute blogs for tweets for blogging)
How strong are my calls-to-action in my Tweets?
How much of the information I share is being absorbed?
Is my audience growing?
What brings people to my site?
How can I tie my information into trendy topics?
Ryan Nokes is the Chief Marketing Officer of Vault Analytics, a firm that uses marketing analytics to help companies develop and implement measurable marketing programs. Ryan specializes in working with small and medium-sized businesses, as well as new start-ups to improve their marketing strategies, build brand awareness, and increase their client base. Contact him for a free consultation on how to increase your marketing ROI.
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