You’ve probably heard a lot of tips and tricks on how to be successful on Twitter. The frequency and timing of posting, replying and retweeting, preparing dedicated content… At the end of the day, it all comes down to using a great Twitter analytics tool that will gather and analyse all the necessary data. Here’s our list of top Twitter analytics tools for companies large and small. Let’s dive in!
What Does Twitter Analytics Tell You
Let’s start with the basics. Before you start analysing the data, you need to know which metrics to follow. Sometimes it’s hard to distinguish the valuable data from vanity metrics – numbers that look good on the paper but don’t offer any essentials insights into your Twitter marketing strategy.
If set up right, Twitter analytics can be a powerful tool that will shape your Twitter marketing strategy. It will tell when to post, what to post and who your target audience is. The analytics tools will also take a look at the results of your paid campaigns.
Key Metrics to Follow in Twitter Analytics
We’ve talked a bit about the pros of Twitter analytics. So let’s dig in and see which metrics exactly you should focus on to develop a bulletproof Twitter marketing strategy!
The first rule of successful communication states – know who you are talking to. The rule applies not only to Twitter but all social media channels.
Take a deeper look at variables such as:
- country of residence
This will help you design content your audience want to see and engage with. That’s especially important when you’re present on many different social media platforms and are tempted to cross-post the same content. Your audience will get bored and abandon one of the channels if you don’t present dedicated content on each medium.
Moreover, you might identify social media platforms where you’re not active, but your audience is. That way you get a new platform to broadcast your message.
Twitter analytics will help you determine which content your audience find engaging and interacts with the most.
Twitter expanded the length of tweets to 280 characters, but the official recommendation still advises to keep the posts short and to the point. Visuals tend to be a great addition as well, as Twitter data shows that people are three times more likely to engage with posts that include video or photos.
When it comes to content you should take a deeper look at metrics like:
- social media interactions
- estimated social media reach
- social media shares
- social media likes.
Tweets have the shortest lifespan in the social media world, that’s why it’s crucial to post at optimal times. This point is closely related to determining your audience preferences. If your audience is mainly in the States and your office in Asia, there’s no point in tweeting during your operating hours.
Another topic is the frequency of tweeting. Because of the short half-life, you can post on Twitter much often than on Instagram or Facebook. After some time of regular posting, your audience will expect a certain amount of content every day.
If you want to experiment with the posting times, keep a track of it in Twitter Analytics, so you can determine how your followers react to the changes.
Social media managers usually follow the metrics related to advertising on social media platforms closely. Apart from cost per clicks and conversion rates, advertising analytics can help you determine the benchmarks for your posts.
Take a look at the worst and best-performing tweets and try to determine what to replicate and what to avoid. Try to emulate the best performing tweets and avoid the content your audience is not interested in.
Best Twitter Analytics Tools
So, you know what to track and why. Now it’s time to find out which Twitter analytics tools best suit your needs. You might find a combination of engines the most useful.
Surprise, surprise, we made our list!
Brand24 is a social media listening tool that offers a solid Twitter analytics. One of the strongest features is the ability to measure hashtag performance, which means you can stay up to date with interesting conversations and communities as well as accurately assess the reach of your Twitter marketing campaigns.
Moreover, you can take a look at the:
- total number of results from Twitter;
- estimated social media reach;
- social media interactions;
- social media shares;
- social media likes;
- the number of positive and negative mentions.
By analysing the combined data, Brand24 will also find the most suitable influencer for your next Twitter influencer marketing campaign.
The tool will also generate a list of trending hashtags you can use to boost your social media reach further.
You can export all the data to a PDF report that can contain your logo.
Price: Brand24 starts at $49 and offers a 14-day free trial, no credit card required.
Best for: anyone interested in strong hashtags and social media reach performance metrics and who would like to identify the best influencers to cooperate with.
2. Native Twitter analytics
Native Twitter Analytics is a perfect tool for beginners social media managers. It offers a bunch of great metrics that will help you step up your Twitter game, such as:
- top Tweets;
- top mentions;
But the real value of native Twitter analytics is the demographic data. Twitter Analytics will help you determine precisely who your audience is and what type of content will suit their needs best. The tool lists all the necessary data, including:
- marital status;
- buying style.
Besides, with native Twitter analytics, you can benchmark the data against those available for all of Twitter, as well as predetermined audience groups.
Best for: beginners social media managers who don’t want to invest in a paid tool or as an addition to premium tools
3. Sprout Social
No listing of social media tools will be complete without Sprout Social!
Sprout Social offers a robust Twitter Analytics reports, which you could easily present to your higher management. The Twitter analytics tool will help you determine how every tweet performed and will help you find the subjects most often mentioned in connection with your brand and find new topics to tweet about.
What I find most useful is the feature that allows you to schedule, queue and publish tweets. A shared publishing calendar gives you a clear overview of your marketing efforts.
Mentionmapp is by far my favourite Twitter analytics tool, mainly because it’s something completely different. It doesn’t generate boring reports with numbers. Instead, Mentionmapp creates a mind map that presents connections between user profiles and hashtags that you’ve mentioned in the past.
You can filter the tweets and see only mentions, retweets or a retweet cloud with a coloured sentiment. Mentionmapp is a fantastic tool for displaying connections between different profiles and discovering new content.
Price: limited access for free, paid account starts at $9
Best for: everyone who would like to discover new interesting content
5. Tweet Binder
Tweet Binder, apart from Instagram and Twitter analytics, offers services dedicated to events, like creating a social media wall with full moderation suite, as well as Twitter historical data and real-time hashtag monitoring.
It also identifies influencer accounts that will suit your business.
If you want to give Tweet Binder a spin, you can create a free report based on hashtags, @mentions or keywords. It’s a great way for beginners social media managers to see how Twitter can help you with effective Twitter marketing!
Price: starts at €79 a month
Best for: companies and enterprises that need real-time hashtag monitoring and are preparing an event where they need a social media wall.
6. Union Metrics
Union Metrics is another industry giant, providing tons of useful data and social media analytics. It’s a powerful social intelligence engine for marketers.
The tool allows you to:
- determine the best content for Twitter
- identify top times to post tweets
- research trends to find ideas for new content
- set benchmarks to see how your competitors are performing.
If you’re a newbie to social media and Twitter analytics game, Union Metrics offers some free tools as well.
A Twitter assistant will analyse your recent Tweets and, on this basis, will provide customized recommendations for what to do grow your engagement and followers count.
The second free Twitter analytics tool offered by Union Metrics is a Twitter snapshot report. It’s a basic version of the paid tool and it offers:
- an estimate of the size and scope of any Twitter conversation
- a measure of potential reach and impressions;
- identifying tweets that generated the most engagement;
- a simple and elegant report you can share with your colleagues
Price: Paid Union Metrics tool starts at $23
Best for: For social media marketers looking for social intelligence tool to make informed decisions.
What Is The Best Twitter Analytics Tool
There’s no one answer to that question, as every one of us needs a bit different set of data. You have to choose a Twitter Analytics tool that will provide you with the right insights and will help you grow your Twitter marketing strategy. The ideal next step in your Twitter strategy would be to easily draw the right conclusions and reach your predetermined goals.
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