Twitter Analytics: 3 basic metrics

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Measure to grow and make decisions

Hashtags are present in our lives in an indisputable way. It is important to know how to monitor the elements in Twitter in order to obtain and understand the information. Through Twitter analytics tools, valuable conclusions can be obtained that will help us in our day to day work. In this post we will explain three basic concepts in the analytics of Twitter hashtags that we consider. These concepts are key to any event or campaign that we launch and it is important to take them into account.

Original tweets and retweets

The original tweets are those tweets that provide content, they can be text tweets, replies, quotes, images or tweets with links. These tweets are important because they are adding novelty to the hashtag, a content that had not been issued until then. However, the retuits are “repetition” of tweets already sent, they do not contribute with new information.

What is better for our campaign? Original tweets or retweets? This question is tricky because, since both types of tweets make an impact on our hashtag, we may be interested in retweets at some point and in others, in the originals tweets. Either way, the important thing is to know how to distinguish them to define what happened in our campaign.

New advanced reports' statistics
The original tweets and the retweets are included in the Tweet Binder reports

It is also important to be concious that Twitter considers both the original tweets and the retweets as “Tweets”. Therefore, when measurement tools give us a total number of tweets, in reality they are giving us both types mixed.

Besides, what is crucial is to understand if our campaign is engaging with the users or only generates RTs to the tweets of the brand or main account.

Original users and retweeters

After revising the difference between types of tweets it is also important to see who generates each type of content. The original users share the content, they are the ones who “work it hard” so to speak. In my event or campaign I am interested in that, in addition to RTs, there is original content that reaches the followers’ timelines of those who tweet. Then we must analyze the content. Summing up, we must identify the accounts that send the original content. We need to know who they are to talk or thank them. Tweet Binder’s users rankings would be totally helpful to analyze and list those relevant accounts.

For further campaigns this is a good method to get prescribers and ambassadors of our brand or event. Analyze and select the most important Twitter accounts.

Impact VS Reach

Measuring impact and reach on Twitter is a recurring and very important issue. In traditional advertising these two concepts have always been perfectly understood. By defining them in a short way:

  • Impact: number of times the hashtag has been seen. Hashtag impressions
  • Reach: number of people who have been able to see the hashtag. Audience

Why are these metrics important? They give us a very good approximation to how popular our hashtag has been. If our boss asks us how many people have seen the “hashtag of that campaign”? We should respond with the reach figure.

Both metrics are potential, it is always important to emphasize this fact. Our recommendation is to always use them in a comparative way with other campaigns or similar events. This way we will have a much better idea of whether we are succeeding or not.

Twitter analytics takes time

The conclusion we want to highlight in this post is that measuring on Twitter is not something that is done in a minute. Many companies and Twitter users look at the number of publications in each hashtag and that’s it. No. That’s not right, there are many other factors. In this post we have focused on the original content and the impacts and reach, but there are many more.

In Tweet Binder we offer a free Twitter tool in which right now you can put into practice everything explained in this post. Go and try it out!

Access to Tweet Binder!