How to Use Twitter Analytics to Boost your Marketing Strategy

Having and maintaining a presence on Twitter for your real estate business is a great start, but putting the time in to tweet daily is only half the battle. If you’re using Twitter to help boost your marketing strategy, you’re already leaps and bounds ahead of many of your colleagues in the industry. However, learning how to really take the plunge can launch you that much farther ahead of the competition.

Have you ever wanted more data from your Twitter account than just the number of favorites or retweets you’ve received? What if you’re interested in knowing how many times your tweets have been viewed or which topics your followers are most interested in? Using Twitter Analytics can help you monitor in-depth engagements of your tweets and help you build a more robust Twitter presence all around. Considering this social media site boasts over 288 million monthly active users and nearly 500 million tweets per day, these insights are likely ones you don’t want to overlook.

Whether you want to grow your community of followers or translate those followers into increased web traffic, Twitter Analytics can uncover trends and help you get to know your audience better, so let’s get started:

Access:
Twitter Analytics can be accessed by visiting analytics.twitter.com. If you’re already logged in, your Tweet Activity will be loaded for you, but if not, simply access your data by using the same login credentials you already use for Twitter. Easy peasy.

Tweet Activity Dashboard:
This is the page you will see upon loading Twitter Analytics. At the top, you will see a graph of how many impressions your tweets had over the last eight day period, or in other words, how many times a user was served your tweets via timeline or search results. Users can change the time duration to generate new data using the calendar feature on the top right hand of the screen.

Below this, users can view data specific to each and every tweet. Each tweet can be viewed alongside numbers displaying impressions, engagements and engagement rates. Engagements are defined as the total number of times a user interacted with a Tweet, including retweets, replies, follows, favorites, links, hashtags, embedded media, etc. The engagement rate is defined as the number of engagements divided by impressions.

Using this portion of Twitter Analytics, you can now clearly see what content is most interesting to your followers and which tweets received little to no action. Use this intel to maximize the impact of your future content.

Related: 5 Ways to Master Networking on Twitter

Followers Dashboard:

Head back to the top of your screen and click the Followers section of the horizontal nav bar. Here, you can get a real-time look at your follower growth, demographics and interests. Taking our Housecall Twitter account as an example, I can see that a majority of our followers are interested in real estate (76 percent), financial news (56 percent) and mortgages (48 percent). I can also see that New York City and Boston are the top cities for Housecall followers at 12 percent each, and I can see that 64 percent of our followers are male. All of this information is imperative in terms of understanding your audience and tweeting for your followers. On the right hand side you’ll see a list of other accounts your followers follow. Take note and follow them as well!

Tips for Tweeting

Did you know that your tweets will soon show up in Google search results? This can only help your business. So now that you know how to analyze this data, here’s how you can ensure a higher engagement rate (and primo searchability!) for your tweets moving forward:

• Strive for an approachable communication style. Tweet to your followers like you’d converse with a good friend.
• Look for tweets that have a high engagement rate. Replicate the content and style.
• Use photos with tweets whenever possible. They stand out more and will have a higher chance for engagement.
• Don’t be afraid to use humor or stray off the beaten path. It’s OK to share non-real estate related information if you think others may be interested.
• Interact! If you want your followers to engage with you, you must do the same. Respond to replies and retweet content from those who share the love with you.

Nick Caruso is RISMedia’s Senior Editor. He loves Twitter with every inch of his Internet-obsessed heart. Tweet him @HousecallBlog!