You’ve scheduled a tweet, sent it out into the “Twittersphere”…and then what? When it comes to measuring your Twitter ROI, many marketers are just flipping a coin and hoping for the best. If there’s no strategy or analysis going into your Twitter campaigns, it can be hard to determine the effectiveness of your efforts. And there’s nothing worse than wasting your time on something that’s not giving you results.
Luckily, there are plenty of tools out there that can help you track and measure your Twitter ROI, giving you statistics ranging from the growth rate of your followers to traffic generated through links and hashtags. Being aware of these stats can help you decide when and what to post to maximize your reach, effectiveness and ROI.
If you’re not sure where to start, check out the 6 tools below:
If you don’t have any experience with Twitter analytics, bitly is one of the most obvious places to start. Most marketers are familiar with bitly as a link-shortening tool, but bitly also provides an analytics platform that can help you track the success of the links you place on Twitter. You can see the number of clicks and saves your Twitter links have acquired over time, and use that information to judge what kind of content is performing the best.
Hootsuite is a social media management company that provides the capability to analyze social media traffic and track brand mentions on Twitter. It can also be used to monitor hashtags and favorited tweets, as well as to schedule tweets.
In addition to Hootsuite, Hashtracking also provides hashtag tracking and analytics. Generate a report for any Twitter hashtag, get snapshots of your reach, track your campaigns, and calculate your influence. You can also listen in on topics that you aren’t discussing to gauge what kind of conversations are already taking place, then jump in when you’re ready!
Twitter Advanced Search
We’re all familiar with Twitter’s search bar, but not as many people realize that Twitter has a fairly robust advanced search tool that goes along with it. You can use it to track words, phrases, hashtags, people, places and mentions. Use this search feature to see what kinds of conversations are being sparked by your Twitter activity.
Twitter Counter is great for analyzing your follower growth. Not only can you see a graph of your followers over time, but you can also see your net new follows per day, which is helpful if you’d like to see how your followers are affected by specific Twitter campaigns.
Google Analytics & Marketing Automation
Tools like Google Analytics and marketing automation can help you track visitors to your site, allowing you to see whether or not they came from your Twitter page. Google Analytics recently added a “Social Value” section to make this insight even more accessible for users. If Google Analytics is then tied to a marketing automation tool like Pardot, you can see whether these visitors become actual sales leads after accessing your site.
Of course, there are plenty of other tools out there to help you measure your ROI. It’s up to you to figure out which ones work best for your needs. Are there any others that you would suggest? Let us know in the comments!