Ever wondered ‘How to analyze my Twitter account?’
Lately I have.
You see, Twitter has always been a big part of my social media activities and I have spent the last few years building up a decent twitter following of some 50,000+ followers. Now, with the growing popularity of other social media platforms like Instagram, Pinterest and SnapChat, I’ve been wondering if Twitter is still worth all the effort.
So I decided it was time to analyze my twitter account, to find out if I’m still getting the same value out of this social media platform.
After all, we’ve been taught that an effective way to increase website traffic with free social media tools can be achieved by sharing useful content (that our followers are looking for). But does Twitter work for business, and more importantly, is Twitter working for my business?
Quick Stats & Facts
Twitter was established in March 2006 making it one of the older social media platforms available. With well over a billion registered users and of those 330million active users, this still puts it on the Top Ten list. It shares the limelight with Facebook, Google+, WhatsApp, Twitter and Skype (developed in the US) along with apps like WeChat and Seina Webo (developed in China).
Anyone can join and use Twitter for free. Twitter generates 85% of its revenue through selling advertising such as promoted tweets to businesses. The other major revenue stream for Twitter is data licensing, where they sell ‘public data’ so that companies can analyze consumer trends and sell on the insights of that data. With over 500 million tweets sent every day, that’s a lot of data.
All of that is very interesting, and yes, we know that Twitter is a social media heavyweight, but how does that help me?
I decided I wanted to find the answers to the following questions:
- Does Twitter drive traffic to my website?
- How can I monitor the growth of my fan base over time?
- Am I getting quality twitter followers – and how do I define that?
- Am I using Twitter effectively, and if not, what should I change?
- Is Twitter still a good option for me?
Does Twitter drive traffic to my website?
Yes. It most certainly does. A quick look at the monthly stats on my website and also my profile stats at Wealthy Affiliate (WA) show that when I am actively tweeting, my page views and content clicks spike. For example, I joined WA in June 2017 and did quite a bit of twitter marketing around that time. Clicks through to my content definitely spiked during the times I was most active on Twitter as shown below.
How can I monitor the growth of my fan base over time?
Inside your Twitter profile, you can access the most amazing array of analytics and insights about your profile. To access, click on your twitter icon and then select analytics from the drop down menu (see screen shot below).
Once within the analytics section, you can click on the tabs along the top (Home | Tweets | Audiences | Events | More..) to drill down into the data collected about your tweets and their effectiveness.
I found the ‘audiences’ tab very interesting. Over 60% of my followers are interested in book news and general info, 26% have their occupation listed as homemaker, 31% have a household income of $100k or more and 95% of my audience speak English!
Although I live in New Zealand, only 3% of my twitter following comes from here. 49% of my followers are in the United States with quite a chunk of followers based in the United Kingdom as well. It just goes to show that online marketing is truly a global business!
It’s all extremely interesting and I’m sure I’ll be able to tailor my tweets to better suit my audience, but I really need to answer the all important next question…
Am I actually getting quality Twitter followers?
Although there was a lift in traffic both on my website and on my content at WA, I noticed that on my website, there was a high bounce rate. This is not so good.
A high bounce rate indicates that the user is navigating away from the website after only viewing 1-2 pages. The bounce rate was higher for my twitter generated traffic, than my ‘organic’ traffic (that’s a user who has found my website through a google search). Therefore, it’s fair to assume that my tweets were not quite hitting the mark with my intended audience.
Further supporting that was the fact that although I was getting a very high page view rate, my conversion rate was low. No one was opting in to my mailing list, or taking advantage of the free sign ups for all the wonderful products on my site.
This was not good!
One possibility is that much of the twitter traffic was coming from what is commonly known as bots or shell accounts. If you are noticing issues with your website traffic, it’s well worth spending some time looking at your followers to see if you can spot similar accounts, it won’t take you long to spot the impostors… Check out the screen shot below:
The ones with the red cross on their profile are likely to be shell accounts. Apart from the obvious spammy looking headers, when I clicked on these profiles, they had only a few followers and had all only posted one tweet.
On the whole, my list of followers look okay, however, I tend to automatically follow back anyone new who has followed me. If you do this, you need to make it a regular practice to check who you’re following from time to time and unfollow these impostors.
Am I using Twitter effectively, and if not, what should I change?
There’s no doubt that Twitter has been effective for me in earlier marketing campaigns and I have had some success with it. But as with anything, there’s always room for improvement.
I need a bit more discipline around using Twitter and here’s a few things I am going to focus on in the months ahead:
- Growing my list of quality legitimate followers
- Mixing up my tweets to keep them interesting. That includes time of day and frequency of tweets
- Retweet interesting tweets. Sharing the love is so critical, so retweet, re post, comment and reply on other tweeps tweets!
- Don’t always tweet with a link or a call to action! It’s an easy trap for us all to fall into, but we don’t have to make every single tweet into a sales pitch. I plan to mix things up with just random stuff, pictures, quotes, funnies… sometimes the most obscure content will get the biggest response.
- Research and use the right #tags to reach the right people
- Scan my direct messages and respond to anything that’s not from an autoresponder.
Is Twitter still a good option for me?
I’ve discovered through my review of my twitter accounts, that not all traffic is created equal, and I’ve been receiving more than my share of poor quality, non converting, traffic.
Shameless self promotion doesn’t work, in fact it’s a complete turnoff. Another big turnoff is automated direct messages and autoresponders.
However, if I apply some tweaks I’ve identified above, I can and will improve the quality of engagement with my fellow tweeps.
My focus is going to be on quality tweets, quality followers and quality conversations.
So, ultimately yes, I believe Twitter is a good option for me.
However, time will tell and I will monitor the changes and results from my efforts over the next couple of months. Measuring and monitoring, the impact of these tweaks to my approach, is the only way to be certain whether Twitter is still a good option for me.
I look forward to sharing the results with you in an update to this post in the months to come.
Find out more
‘If you found this article interesting, I’d love to hear from you. If you’ve got a question – get in touch using the comments section below, or contact me at Wealthy Affiliate via my profile here.