5 Steps to Measure Twitter Success

As the Vice President of Communications for my PRSSA chapter, one of my initiatives was to increase our social media presence. Through tactics such as email, promotion in our monthly newsletter, and tweeting during the PRSSA National Conference, our twitter followers doubled in less than three weeks. Originally at 57, the Syracuse PRSSA twitter account now has 270 followers. Curious to know how this occurred, I began searching for a Twitter analysis tool. Twitter is a tool and a tactic that should be analyzed, in order to measure the progress of our social media initiatives.

As of April 2010, according to Website-Monitoring.com, Twitter had more than 106 million accounts, which increases by 300,000 every day. Twitter users are sending 55 million tweets per day, but 41% of users have not tweeted since they created an account. With the abundant streams of tweets, there’s an emerging demand to understand its effects and harvest useful information for the companies who use them. Twitter is working on developing a way to charge for these services.

Through internet research, I discovered over 10 Twitter analysis tools, each varying in format and focus. Each of these tools serve a specific purpose. They sift through Twitter streams, aggregate, rank and classify data to deliver some insights on Twitter activities and trends. There is no single best analytic tool currently available, but used in combination, the tools below can extract insightful information from your Twitter activity.

TWEETEFFECT matches your timeline with follower acquisition and loss to determine correlations between what you tweet and how it affects your follower count. It analyzes the latest 200 tweets and highlights tweets that coincide with the loss or gain of followers within five minutes.  However, all follower fluctuation does not solely come from tweets, other factors are involved. Nevertheless, TweetEffect offers some insight into your conversations and how your follower activity relates.

TWEETSTATS reveals tweeting behavior by consolidating and sorting Twitter activity data and presenting them in colorful graphs. The Tweet Timeline feature shows month-by-month total tweets since joining Twitter. Other metrics include the aggregation of daily and hourly tweets. The Replies to feature identifies the top 10 users you have replied to. In addition, its Tweet Cloud allows you to see the popular words you used in your tweets.

TWITALYZER is the most in-depth and useful tool I found to measure Twitter success. Its metrics include: Influence score, which is your likelihood to be retweeted or referenced on Twitter, Impact, which takes into account: followers, retweets, references, and post frequency, and Engagement, a measure of interaction through references and retweets. It presents metrics in percentages, making it fairly easy to understand and use.

The best part of Twitalyzer is its Recommendations option. Based on the scores that are tabulated for each category, Twitalyzer makes specific recommendations to help the user have an improved impact on Twitter. These recommendations allow you to know what areas to focus on and allows you to set goals which allows your campaign to be measurable and effectively evaluated. There is also a Goaloption that allows you to set goals and save them to better gauge organizational benchmarks.

If my hypothesis is correct, then you are excited and ready to analyze your company or organization’s account. Here is an easy way to get started:

1. Use Twitalyzer to record all your percentages.

2. Use the Recommendations option to learn where and how you can improve. Making the ones deemed “very important” a priority.

3. Set goals for the next month or week based on what you can realistically accomplish. For example, if it is recommended that you engage more in conversation, set a goal to increase Engagement and “@ reply” more people to encourage them to interact with you. An easy and quick way to do this is through participation in Twitter chats (see previous post).

4.  Use TweetStats to evaluate your relationships on Twitter. Make note of yourTweet density and Tweet Timeline and see how they correlate with your Twitalyzer scores month to month. Also, use the Replies-to graph to determine the top 10 people you have replied to are. Aim to have these vary, to ensure you have effectually engaged your followers.

5. Finally, use TweetEffect to see what tweets have affected your follower count and make note of any trends. For example, do you see an increase in followers after you tweeted a link or a question? Is there a trend among the tweets that you lost followers after?  Making note of these can aid in the posting of future tweets and can give some indication to what tweets are effective.


5 thoughts on “5 Steps to Measure Twitter Success

  1. I was curious if you ever thought of changing the structure of your blog?

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    Youve got an awful lot of text for only having one or 2 pictures.
    Maybe you could space it out better?

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