4 min readTwitter metrics: 3 basic concepts

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Most relevant Twitter metrics

It is undeniable that hashtags are everywhere in our daily lives. It is important to know how to monitor the elements on Twitter in order to obtain and understand the information. Twitter analytics tools help users to reach valuable conclusions. Sometimes, the hashtag counters provide a lot of information and users can get lost among all those stats. That is why they need to keep in mind exactly what they need to get from the report. Is the total number of tweets relevant to my analysis? Well, then you should be focussing in the number of tweets and Twitter impressions and reach. Is it relevant who has posted and what they have posted? Then try having a look to the rankings of users. In this post we will explain three basic Twitter metrics that are indispensable in any hashtag analysis. 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

Knowing Twitter’s typification of tweets is very important to understand the results a hashtag counter gives us. Twitter analytics can be tricky and this is the perfect example to start with. The general classification of tweets is: original tweets and retweets

What are original tweets?

Original tweets are those that provide content. This means that are tweets written from scratch by a Twitter users. These type of tweets add content a value to the hashtag or term that is being analyzed. Original tweets can also be classified in three different groups:

  1. Text tweets: those tweets that contain nothing but text
  2. Replies: conversations between Twitter users
  3. Links and Pictures: tweets that contain either a link or a picture.

Has was aforementioned, these tweets are important because they are adding new value to the hashtag. It is content that has not been sent until the moment the user posts his tweet.

What are retweets?

Retweets are a repetition of tweets that have already been sent. They don’t add new information to the hashtag. It does not matter if the retweet is made to a picture or to a link, it will always be a retweet.

What is better? Twitter original content or retweets?

This is a tricky question and there is only one answer: it depends. 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. It can be thought that the more original tweets the better content a report has. But this is not always true. Sometimes people post meaningless tweets lots of time, but a retweet made from an account with high influence can have huge impact in a report.

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 conscious that Twitter considers both the original tweets and the retweets as “Tweets”. Therefore, when hashtag counters give us a total number of tweets, what they are really giving back is a mix of both types of tweets.

The Twitter advanced search can also help us with this matter. If we want to search all the tweets with a hashtag that contain a picture, you can do it! Just type in the search box #YouHashtag PIC. This will display all the tweets that are pictures and that contain the hashtag.

Besides the typology of tweets, what is crucial is to understand if our campaign is engaging with the users or if it is only generating 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.

Twitter impressions VS Twitter 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 take 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. We recommend you to dive into the pool of Twitter analytics and discover all they have to offer.

With Tweet Binder any user can obtain free Twitter analytics. You just need to login on www.tweetbinder.com with a Twitter account and type the hashtag you need to analyze.