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You’re probably fairly adept at using Twitter and are comfortable using #hashtags, links and the like, but how much time do you put aside to analyse your Twitter engagement?

Before you sign up to one of the many paid Twitter analytical Apps did you know that Twitter offers some interesting free analytical data?

If you’re on a laptop or PC login to Twitter and head over to your profile photo. Click it to reveal the dropdown menu and select ‘Analytics’ from the list options.

This opens up the Analytics’ part of your account which gives you access to some cool data. The extent to which you want to delve into this data really depends on what your goals are for your Twitter account. So below I’ve listed some of its key features and you can then make your own mind up on how much importance you want to place on them.

First up is the ‘Home’ tab which presents you with the latest 28-day summary (updated daily) followed by each month’s summary of your Twitter posting.

Each month’s summary gives you your Top Tweet, Top Mention, Top Follower and Top Media Tweet. Top Tweet & Top Media Tweet then allow you to view the activity in more detail – giving you a breakdown of Impressions (number of times users saw the tweet) and Total Engagements (number of times a user has engaged with the tweet) – broken down into media engagements, likes, link clicks (profile views, photo clicks), hashtag or external urls), replies and retweets.

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The ‘Tweets’ tab gives you granular insights (across an adjustable date range) into the number of impressions each tweet received, number of engagements received and the % engagement rate. In addition to this you still get an overview of likes, retweets and replies – and best of all the data can be exported out for further analysis. By exploring which tweets got the most likes, retweets and engagement you’ll be able to have a better understanding of the types of tweet content get the most engagement with your audience and then craft similar content that they might find interesting and will then hopefully share with their followers.

The ‘Audience’ tab gives you data on what your audience demographic actually is – inc. gender, age, geographical location, lifestyle interests and even device usage. This can be helpful if you want to confirm you’re targeting the right demographic for your product/service and if not, look at adjusting your tweet content and advertising strategy accordingly.

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The ‘Events’ tab gives you details on upcoming global events or trends, across a range of subjects – giving you time to create and schedule any content surrounding these you might want to take advantage of.

Finally, the ‘More’ tab gives you access to any video-based tweets you’ve published (currently in beta) and the ability to create website tags to allow you to begin collating conversion tracking data when users go to your website to allow you to tailor messages, special offers or ads to them in the future.

So, there you go, a quick rundown of the free data Twitter makes available to you. There’s lots of scope there to determine your audience, popular content types, find key followers (influencers) who might help promote your cause and generally ensure that you’re on the right path.

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If you need more information or help on how Twitter could work for your business, please get in touch with me at http://paulkirkdesign.co.uk or at @PKirk_designer and don’t forget #bemoresocial

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