Now that you’ve created your Twitter strategy it’s time to plan out your goals. You can Tweet all day and night with high engagement rates, but those numbers won’t mean a thing unless you can see how they directly lend themselves to reaching your goals. Defining your “Why” for Twitter takes time and long-term strategy. First and foremost, you have to answer the question:
What Goals To Track on Twitter?
No two Twitter strategies are the same, because no two brands have the same intentions and goals for their Twitter presence. Here’s a rundown of some of the most common goals for businesses on Twitter:
- Increased brand awareness: Measured by follower count. Increased brand sentiment is a newer metric tracked by using surveys to measure an audience’s feelings about a brand. This can also be measured by analyzing keywords and common themes in messages with your brand.
- Increased brand engagement: Measured by likes, Retweets, replies, and shares.
- Increased community engagement: Measured by mentions and tags.
- Increased traffic: Either to your site or specific landing or product pages.
- Lead generation: Measured by captured email addresses or content downloads directly from Twitter.
- High conversion rate: Measured by sales directly from Twitter.
- Successful customer support: Measured by customer satisfaction scores and customer experience.
How to Establish Your Goals
If you’re in the early stages of your Twitter for business strategy or are looking to revamp your company’s Twitter presence, it is a good idea to create both short and long-term goals for yourself. Otherwise, you may never know how successful your Twitter strategies are.
While you could choose one of these goals to work towards by spinning a wheel and letting the random hands of fate decide for you, it is in your best interest (and the interest of your company) to establish your goals along with your marketing and social media teams.
The goals you choose for your Twitter presence should in turn lend themselves to even engagement, lead generation, and conversion goals for both your social media presence and your brand overall. Only once you define your goals, you will have a jumping-off point to track future performance against, optimize campaigns, and report on month over month. It’ll give you something to celebrate when you get your thousandth follower or hundredth.
When you properly track your goals, you can begin to see a more holistic view of your audience. You will be able to see how they prefer to interact with your brand on Twitter, down to every like.
How to Track Your Twitter Goals
- Reach and impressions: Reach is the total number of persons that has the potential to see a particular tweet while Impressions are the number of times a tweet appears on a user’s timeline. impressions tell you how many times a tweet has actually appeared on someone’s timeline, and reach tells you how many people, in total, have the potential to see it. This includes those users who don’t follow you but follow someone who follows you.
- Rate of engagement: Twitter engagement refers to the retweets, follows, replies, favorites, and click-throughs your tweets get – including the hashtags and links those tweets include. so the rate of engagement is the total number of these metrics (Retweet, Follow, Replies, Favorites/likes, Click-through) you get.
- Growth rate: Your Growth rate is the total number of followers and increase in engagements you have added at a particular time.
- Bounce Rate: refers to the number of users that exit your page or handle after viewing one post, rather than engaging with other posts and ultimately visiting your site – successfully converting them into a lead.
- Response time and Response Rate: Response time is the duration it takes you to respond to a message from a follower or client while response rate is how often you respond to messages.
Social media tracking tools I recommend
- Google alerts
- Follower Wonk
- Tweeps map
Benefits of using the social media tracking software include:
- The ability to build campaigns and publish right to social.
- To option to create keyword monitoring streams so you never miss out on conversations.
- Out-of-the-box social reports that show you exactly how to increase your ROI.