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Twitter has recently rebranded, to become X. However, this hasn’t changed how Twitter analytics work. Platforms such as Talkwalker can still track X data, and you can analyze it alongside analytics data from multiple social channels.
You can learn more about X social listening here.
Are your social media messages working? Are users engaging with them? Twitter analytics will show you whether you're being listened to or ignored. Whether your marketing messages are hitting their target.
You're going to need a tool. A powerful Twitter analytics tool. There's way too much social media data to handle manually. So... quick shout out for our Free Social Search.
Yes, FREE! Forever!
Use Free Social Search to track your brand, campaign, hashtag or event in real time, across Twitter and other social media channels.
Using Twitter analytics tools means you'll have access to stats and insights that'll measure your Twitter performance. So you can analyze and boost your impact on Twitter. Your impact, and that of your competitors.
Insights include...
Here's some resources you'll find useful when creating your social media marketing strategy...
The more you know about your performance on Twitter - your audience, your competitors, engagement, conversion rate - the better you'll be able to leverage the social media platform's immense power in your online campaigns. You'll also increase engagement and ROI.
Using Twitter analytics tools will reveal...
Speaking of paid social, you may want to take a look at my social media advertising guide.
"Getting your content noticed is harder and harder. Search engine ranking factors. Social media algorithms. Not to mention the constant stream of new content.
Here's the solution… social media advertising. Put down some cash and get those paid SMA ads live."
You want your content to hit home, but how will you know what to target if you don't know your audience? Age, job title, gender, language, time zone, income. To increase engagement, you need to be creating content that resonates with consumers. That helps them learn new things, solves their pain points, makes them feel good.
You can also target segments of your followers according to their profession, interests, device, behavior, and keywords.
Just because you can use 280 characters, doesn't mean you should. There's no limit to how many hashtags you can use, but don't get trigger-happy. Find what works for your brand and for your audience.
Tweets posts are the mayflies of the social media world. When tweeting, picking the optimum time can be the difference between going viral, or going down the pan.
There's no best practice for how many times a day to tweet. But, tweets live a short life. Whatever you do, being consistent is important. Seven times on Monday, once on Tuesday - you'll quickly lose followers.
Use Twitter analytics tools to find out what frequency rate works best for your brand.
Check the location/time zone of your followers to identify the best time of day. Tweeting during sleep time is never going to bring much engagement.
Need to find out when's the best time to post? Download our social media scheduling template.
Don't throw good money after bad. Twitter ad campaigns or boosting tweets, you need to understand what's working.
Paid social ads built & live. Are they working? Track & measure digital campaigns across paid, owned, and earned channels with our new feature... Paid Social.
Find your top tweets - most retweets, likes, shares - and understand why they're working so well. Image? GIF? Hashtag?
Okay, let's talk tools...
Analyzing this huge amount of social media analytics can be a pain in the a*s. Native Twitter analytics may be good, but to do it well, you'll need the best Twitter analytics tools on the market.
Smaller companies, start-ups, or businesses looking at how/if social media listening could benefit their business, cheaper or free tools are a great place to start.
To save you trawling through the thousands of Twitter analytics tools available, I've put together a list of the best tools on the market. I've included views from industry experts to help you with your decision.
Just before I start my list, I can't promise that a tool that's currently free will remain free forever. Most do offer free trials, and it's a good place to start.
Free Social Search - take it for a whirl!
Biased? Of course. Honest? Always.
Talkwalker does offer a paid social listening platform, but we also have a cracking free tool that offers what you need. Free Social Search is the one I'm going to show you today. What does it do?
Free Social Search - competitor analysis.
User profile stats - followers, following, keywords, lists.
This Twitter analytics dashboard has a free and a paid version.
The free version of Twitonomy has several awesome features...
Followers insights - number of tweets, followers, following, lists.
Check any public profile and pull out usage stats.
As free Twitter analytics tools go, it's awesome! Providing a huge amount of different statistics.
Look at this! All the stats you can learn about your own account, you can find for other accounts...
Find Twitter analytics for your account, and other brands. Check out Starbucks.
The paid version brings full access to search analytics for hashtags. It's one of the few tools that shows the evolution of a hashtag from...
You'll also find...
"Twitonomy App is by far one of the most valuable Twitter analytics tools I’ve ever used. It gives you everything you need to analyze what is working and not working. It gives you everything from mentions, replies, lists, most influential users, and even the time that you get the most engagement.
The best part is it allows you to pull all of the data and put it into visual graphs. It analyzes your followers as well so that you can use the data to increase engagement."
Jack Kosakowski - Social selling eBRANDgelist and Regional Sales Manager at @ActOnSoftware, Social Media Advisor for Chill Puck.com
In built analytics tools mean you can be confident the data is accurate.
Twitter Analytics is THE Twitter analytics tool, and one of the best things about getting data from the social network that produces it, is that you can be confident the data is accurate.
Twitter Analytics only reveals data about profiles you own (no competitive intelligence – DOH!) but the breakdown of month by month top-line stats is a great way to track how you’re performing over time.
Click on the "Tweets" tab and you’ll get an in-depth view of how your individual tweets have performed, month on month...
"Being a writer who spends every waking moment flitting between writing, researching and tweeting it’s great to have such an easy and accessible tool.
With Twitter being my biggest outlet for sharing content it’s vital that I can see which posts are well-received and gain the most engagement so that I can more effectively alter my strategy regularly to meet the needs of my readers. With one click of a button you can see all the metrics you need, which is worth its weight in gold.”
Kerry Butters (@kesbutters) - Founder and CEO of markITwrite Digital and a prolific tech and digital marketing writer and influencer
N.B. Kerry passed away in 2016. A tribute to her can be found here.
"Twitter Analytics gives you fantastic insight into your audience and the content they value most. It provides data on clicks, engagement, impressions and also offers demographic and interest data on your followers so you can get an excellent snapshot of who is connecting with you or your brand."
Laura Click (@lauraclick) - Founder & CEO of Blue Kite Marketing
Mentionmapp showed connections to user profiles and hashtags that have been mentioned by the central user.
Mentionmapp Analytics provided a different, way more visual form of analysis compared to a lot of Twitter analytics tools. There were numbers available, but it's great to be able to see who’s interacting with your tweets and who’s interacting with the tweets of your top influencers. You could create an influence map of your Twitter feed and those that you interacted with.
This Twitter Network Visualization Analytics Tool showed how to maximize the impact of your Twitter activity. Bonus!
You could look at the activity of any Twitter feed. This meant you could get a clear picture of the activity surrounding your competitors.
Retweetcloud showed user profiles that have retweeted the current user in focus - red = positive, green = negative, & neutral.
"Mentionmapp is an excellent network exploring tool to see how people are interacting and what hashtags they are using. Once logged you can search for a specific Twitter user and then you will see a highlighted map that shows a web on who they are engaging with and what hashtags they are using.
This tool is a great asset when you want to find and follow social influencers in a specific industry. It can help you find a community around your product or service."
Shane Barker (@shane_barker) - Digital Strategist and Social Media Consultant, shanebarker.com
Real-time data about topics, mentions, hashtags, followers, locations, etc., for any public Twitter profile.
Foller.me is a Twitter analytics tool that helps you understand what topics your competitors are talking about. It also provides other statistics that include:
Drill down for more Twitter analysis.
If you're someone who loves working with numbers and text rather than graphs and charts, foller.me is the tool for you.
Like Twitonomy, foller.me, lets you analyze the Twitter activity of any account, not just your own. This makes it an ideal Twitter analytics tool for competitive intelligence.
"Foller.me is an exciting tool that will review a Twitter users profile and latest tweets and put them in “tag clouds” so you review and see which are most popular. This is extremely helpful when you are looking to grow your community and you want to find the influencers that might like your products or services. You can then engage and start a conversation know what that influencers like to talk about and when to engage them."
Shane Barker (@shane_barker) - Digital Strategist and Social Media Consultant, shanebarker.com
Understand your Twitter and Instagram accounts.
The SocialRank Twitter analytics tool pulls in your audience and their profiles, then provides analysis so you can understand how they're working. The insights fount about your followers means you can find, monitor, and engage with the best people on Twitter.
Features include:
Use cases include...
The data that SocialRank pulls from Twitter make it a great analytics tool for influencer marketing.
“Users can receive monthly reports on how their top 10 followers in each category have changed, as well as set up filters to distinguish between brands and individuals.”
"The combination of swag and influence measurement might remind you of Klout Perks, but again, SocialRank is less concerned with measuring general influence and more with finding the value in the people who already follow you.”
Anthony Ha (@anthonyha) - Author, TechCrunch
Followerwonk - Moz - lets you analyze any Twitter account. Yep, I mean competitors. Find out what's working for them and optimize your Twitter marketing strategy. Identify new influencers in your industry and engage.
Features include:
Sign up for unlimited searches, download reports, and compare and analyze larger accounts.
There's a free plan with limited access, plus two paid plans to suit any need.
Followerwonk data gives you insights that'll help you optimize your social online presence, increase brand awareness, and customer loyalty.
One feature you're going to love is Social Authority scores...
Social Authority rates a user's influence and engagement on Twitter. It ranges from 1 to 100, with higher scores indicating a person with greater influential activity.
Build Links Like The Pros: 13 SEO Tools That'll Skyrocket Your Rankings
"Some of the best opportunities for link building can be found on social networks." "The first step to using the tool is to find influencers in your niche. After you target these influencers and build a relationship, the opportunity for gaining a backlink is much greater."
Neil Patel (@neilpatel), Co-Founder of @CrazyEgg, columnist for Forbes & Huffington Post
Most people use Hootsuite to schedule Tweets. Hootsuite Insights will automatically analyze all your social media platforms - Twitter, Facebook, LinkedIn, Instagram, and YouTube. Also, news sites, forums, and blogs. It'll find insights on influencers, stories, trends, sentiment, and tweet performance and audience behavior.
Listen to millions of consumer conversations about your brand in real time.
Discover how users feel about your brand, products, and services. You can then filter by location, language, and gender.
You can also monitor by keyword. For example, set up Twitter mentions to show tweets that contain positive sentiment. Use words like - loving it, cool, awesome, thanks, great tool. You can also do the same for emoji - thumbs up, clapping, smiley face.
Get insights that matter, faster.
"If you are looking for a tool that lets you manage all of your social media accounts and presence in a single place, and collaborate as a team on them, then Hootsuite should be at the top of your list to investigate."
"The company keeps investing in enhancements to its platform. Hootsuite just keeps getting better. And that’s not always true with products."
Anita Campbell (@smallbiztrends) | Founder and Publisher of Small Business Trends
Twitter analytics tracking tool - Trendsmap giving a bird's eye view.
For an instant overview of what the world's talking about with Trendsmap, a Twitter trends count tool. The free version shows you the most popular hashtags in every country and region, globally and in real time. Like a Twitter hashtag count.You can then zoom in to find the exact view you need.
Looking for trending hashtags in a specific location? Use the hashtag location map where you'll not only find the most popular hashtags, but users and keywords too.
You'll be able to check data for the last 7 days. But, if you want to go deeper and have more filtering options, you can upgrade to the paid version. I'd say it's worth it.
Features include...
#onemilliontweetmap - global Twitter analytics tool tracking hashtags.
It's like trendsmap, with #onemilliontweetmap awesome of your looking for an overview of hashtag usage globally. The best part about this tool is the level of granularity it gives through intuitive filtering options. The map view is clear and from a visualization standpoint, you can find mentions in real time.
This Twitter analytics tool provides a map interface on the home page on which you can change location, so you can learn more about trending hashtags in specific locations. You can also view via a heatmap, with your own selected time ranges.
#onemilliontweetmap - heatmap.
Key features:
#onemilliontweetmap - sentiment analysis in real time.
Twitter is a valuable resource for all marketers and the data produced on Twitter will help you understand the impact that your Twitter activity is having. And, the impact that your competitors are having.
You'll be able to pull out insights that'll give you what you need to improve your online marketing campaigns. To engage more with your followers. To prove ROI. Using these Twitter analytics tools, you're sure you’re never out of the loop.
Victim of social media overload?
Creating, curating, scheduling, posting, listening, responding, measuring, analyzing, engaging, planning, testing. Every day. Every week. Every month. Every quarter.
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