August 06, 2014

New Twitter Dashboard Helps Marketers Better Optimize Content

Up until recently, following a tweet’s progress was a bit like tracking a rocket ship on the dark side of the moon. While marketers were able to gauge a modicum of feedback based on metrics like favorites, mentions and retweets, there just weren’t enough tools available for understanding the effectiveness of a single organic tweet nor was there a way of knowing whether content was actually hitting home with followers.

In July, Twitter solved this problem by releasing a new analytics dashboard that provides advertisers, verified users and Twitter Card publishers the ability to see who reads a tweet, and whether it is producing engagement and impressions or flopping.

“On Twitter, nothing comes between your Tweets and your followers,” explains Twitter Analytics Product Manager on the Twitter Advertising Blog. “The Tweet activity dashboard can help you create content that resonates most with these followers, who have the ability to amplify your brands’ message even further through actions like a Retweet, mention or reply.”

Below is a recap of some of the features that the new Twitter dashboard offers:

  • Real-time performance indication: Do you often worry that a tweet could go viral without your knowledge? In other words, what if it’s being seen, but not retweeted? Now, real-time performance indicators can provide important metrics for getting a better picture as to who is interacting with tweets and when.
  • Easier access to details: As an upgrade from the “mentions” section, there is now a tweet details page that aggregates information on retweets, replies, favorites, link clicks and follows, as well as embedded media clicks. This prevents marketers from having to scroll endlessly to find information about past tweets.
  • Easier reporting: In the past, compiling actionable performance metrics was difficult and time consuming. But now, performance metrics for organic and promoted data can be exported into one single CSV file. Metrics can easily be shared with marketing team members or clients, which can help shed light on what is working and what is not.
  • Performance over time: One of the most exciting features about the new Twitter dashboard is that marketers can see their performance on the site over time. This can help for planning and strategizing purposes, as marketers can focus more on how their brand image is being established over several months or years.

This heightened focus on quality engagement also compliments Twitter’s recently-released Amplify service, which lets marketers continue their television advertising on the social media platform. Amplify correlates television shows and commercial air times with tweets that are occurring in real-time, allowing markers to send targeted tweets to followers. As pointed out on the Twitter Advertising Blog, when brands pair consistent tweeting with engaging content, the potential exists for a high organic reach.

Are you hungry for more information? Here at Content Boost, we are committed to providing you with the latest news from around social media. Check out the following articles for further reading:

Edited by Brooke Neuman

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