http://www.thetwittertools.com/tweet-more-efficient/
Twitter Metrics
Although there is no metric to measure almost anything, the goal is to avoid paralysis of analysis. As traders, we want to focus what is critical to our success and measure only those things. By tracking the indicators over time, we can see if we have moved the needle closer to our goal or not.
There are several programs that claim to be robust indicators of Twitter, as presented below. However, we do not see how they apply to anything. They are not binding on anything concrete.
Linked to objectives
Critical success factors in general can classified into three questions:
- Do you generate revenue?
- Does it improve efficiency or reduce costs?
- Do you build loyalty brand?
Ask yourself why a peep. Because all of the indicators need to tie back somehow to one of the general objectives above. Otherwise, you will end up like these guys (with a goal that becomes ridiculous in its performance). Looking forward to the eyes Flutter, no doubt.
Google Analytics Twitter
For the rest of us who are trying get the real value of Twitter, it's time to incorporate analysis of Twitter. Twitter has analysis and existing tools used to track metrics are tied to marketing goals.
The last time I listed several ways companies are using Twitter. This post will create measurable indicators for those as much as possible.
Destination drive web traffic
- Tweet Conversion Ratio = # visitors Twitter Site / # of Twitter followers (or new followers on Twitter)
Building brand loyalty and Buzz
- Twitter Friends = # of followers on Twitter with time (note the upward trend)
- Retweet Ratio = # of retweets / total tweets in a given period time
Obtain data on the opinions of a diverse group, do simple market research
- Responder Ratio = # Responses or total tweets in a given period of time
Direct attention of people of good information or value content
- Click-through rate = (# of clicks per link) / Total tweets with links
Track and memes tendencies
- # Of Tweets in a given period vs. Google Trends chart of the subject / topic
Gather Competitive intelligence
- Competitive Intelligence Ratio = # of Tweets about Competitors / Total tweets about the industry (eg, the number of entries Avinash is Omniture Web Analytics vs vs general)
Manage customer service, create a brand index
- (Tweets Positive – Negative tweets) / total tweets
Create a tribe
- # Of new fans by Piar
Each of these relations will give a percentage. The higher the percentage, the better. If the percentages are low, it is time to experiment and try something new. Such ad more frequently, or perhaps less frequently, or adaptation of those who share content or the way they present information to help you improve your ratios.
Using metrics
Answer the following questions with the following measurements:
How often should I post Twitter? (Blogs tweets substitute for blogs)
- Measures whether or not you are worth following, subscribing to, or listen
- # Peeps / # months (or weeks) chirp ( Thanks Avinash!)
How strong are my calls to action in my tweets?
- # @ Response or total tweets (Or total tweets with a call to action)
How much of the information we share is the absorption?
- This metric is a bit more difficult. The average man reads about 200 words per minute. Assuming it is a link to their site, calculate the following ratios:
- Absorption Ratio (minutes to read) = # The words on the blog (or whatever) / 250
- Utilize the clicks on this indicator and statistical analysis to see what the average time spent on your site. This will help you understand how point the information you share is actually being absorbed.
Is my growing audience?
- Statistics tended by the followers of Twitter, blog readers, blog subscribers.
What brings people to my site?
- Use the report to analyze traffic keywords bring in traffic in Google Analytics Twitter
How I can link my information on issues of fashion?
- Using Google Trends
- Because many people find fashion items such as Paris Hilton, you have the opportunity potentially get more fans by joining a fashion item that receives a large number of searches
About the Author
Ryan Nokes is the Chief Marketing Officer of Vault Analytics, a firm that uses marketing analytics to help companies develop and implement measurable marketing programs. Ryan specializes in working with small and medium-sized businesses, as well as new start-ups to improve their marketing strategies, build brand awareness, and increase their client base. Contact him for a free consultation on how to increase your marketing ROI.
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