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Twitter Analytics Overview: Tweet to Succeed

Twitter Analytics Overview: Tweet to Succeed

Marketers love metrics because it allows us to do multiple things: better understand our audience and measure the success of our efforts. This is reflected in the tools that digital marketers use, such as Google Analytics, SEO tracking tools, social media monitoring platforms and so on. Social media sites have wised up to benefits of providing metrics for marketing and have started integrating them directly into their platforms. One of the first to provide this feature was Facebook. Twitter is the latest social platform to join the movement as they now offer Analytics within Twitter itself. Let’s review what data is provided and a noticeable weakness of this tool.

Data Within Twitter Analytics

In order to access Twitter Analytics, you must sign into your Twitter account on the Advertising page. From there you will click Analytics in the top left corner of the site and choose the data that you’d like to see in the drop down, which is broken into two categories: Timeline Activity and Followers.

  • Timeline Activity:

    This section shows you activity on your account, including mentions, follows and unfollows, over the past month in the form of a timeline. A list of your tweets will also be displayed on this page, showing the number of favorites, retweets and replies for each tweet. This list may be sorted by best, good, or all, which allows you to identify the types of content that resonate most with your followers in order to tweet that content more often.

  • Followers:

    As the name would suggest, this page breaks down data about your followers, including their gender, location, interests and other Twitter users that your followers also follow. In addition, you will see a chart depicting your follower growth.

A Few Concerns

This data is undoubtedly useful for business owners who use Twitter to connect with their customers, but it makes us ask ourselves, does anyone tweet directly on Twitter anymore? Often programs like HootSuite make tweeting much easier and more time efficient, meaning that business owners rarely if ever log directly into their twitter accounts. Plus, these platforms already provide integrated analytics. If business owners are already using another social management and monitoring tool to review metrics on their Twitter accounts, will they consider abandoning these tools in favor of integrated Analytics since they aren’t already logging into their accounts? Check out the new Twitter Analytics for yourself and let us know what you think!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office