Reach – ie the number of accounts or customers you are connected to
Impressions – number of times your content has been viewed
Level of Interaction/engagement
The essence of twitter is real time bite-size pieces of information or sentiments. The focus up to date tweets means there is little historical data available from the site. The site itself provides a limited free search function. Users can search by #hashtag but results returned will be based on short time period; days, rather than weeks.
If measuring a campaign, metrics need to put in place at start of campaign and monitored daily.
Important to know how many followers before campaign begins, no way to check historic data.
- Measure followers
- Measure RT’s – how relevant/useful/special offers do your followers feel worth retweeting
- Measure daily -> Struggle to find old data
Used to analyze tweets about your #hashtag, brand name or URL
More than 50 tweets $20 for a polished report
Free report available too – both use terminology clients may be more familiar with such as reach and impressions with clear graphs.
Bitly is well know for shortening page links, use-case understood on twitter as we are limited to just 160 characters. However really important to use it on the web when linking anything as it provides clickthrough rates. An example would be placing a link to your webpage on facebook, if you give the URL you will have no idea how many clickthroughs you recieved.
Basic data is free
Paid version allows you to track competitors and bring back their stats
Monitors social media mentions which is useful as shown by O’Leary Analytics but with prices starting at €6,000 per month it is beyond the means of most Irish businesses, along with being time consuming to use (says Nicole)
While facebook is the most widely used social network it is one of the most difficult to use as marketers. It has poor measurability; likes, comments and bitly click throughs being the few measurable stats available.
The introduction of the recent edgeware algorithm which promotes comments on users news-feed which have a high level of activity can also be dangerous territory with customer service comments.