Don’t count Twitter out.
In addition to marketing your business and connecting with customers, Twitter is the best social media channel to spy on your Twitter competition.
Whether you use Twitter for publishing, monitoring, or customer service, you need to measure your efforts. Luckily, there are a variety of Twitter analytics tools to help do this.
Which are the best Twitter analytics tools with which to get started? Here’s a handy list!
The native analytics accessible through Twitter.com are extensive and great to use for reporting and analysis.
As soon as you log in to Twitter analytics, you’re presented with 28-day summary of your Twitter account along with a summary of each of the previous months. Make sure to select the right date period for which you’re pulling data!
The monthly summary is a great way to get a quick overview of your Twitter performance for each month. On the left, you’ll see your tweet highlights, which includes:
- Top tweet: The tweet that received the highest number of impressions
- Top mention: The tweet that mentioned your @handle and received the highest number of impressions (This can include other people’s tweets)
- Top follower: The account with the highest follower count that followed you in the month
- Top media tweet: The tweet with photo or video that received the highest number of impressions
- Top card tweet: The tweet with a Twitter Card that received the highest number of impressions (This can include other people’s tweets)
On the right, you’ll see a few key stats of your Twitter account for the month. These numbers are great for reporting purposes — to show your monthly performance and determine month-over-month growth.
Best of all? Twitter’s analytics are totally free!
If you’re running a hashtag-based campaign on Twitter, Keyhole is a great Twitter analytics tool for assessing hashtag data.
Keyhole’s real-time dashboard shows how many people posted with your hashtag along with the number of retweets, likes, and impressions your campaign generated.
Another awesome component of Keyhole is its ability to track the most influential people engaging with your keywords. You can then reach out to them to promote your content and increase your brand’s reach.
If your resources are limited, this allows you to focus your time targeting the people who will help you garner the greatest ROI for your campaigns.
Keyhole’s dashboards are easy to read and share, too. I’ve worked on several social media events in which we’re tracking how the event hashtag is doing during the day, and I could easily screenshot data from Keyhole and share it with the team.
The ability to identify influencers, monitor competing brands, gain a deep understanding of target markets, as well as track hashtags and keywords, allows us to easily gain insights that come in handy for future campaigns.
You can do a one-time search for free on Keyhole, and they also offer a free 3-day trial. If you want ongoing support, different pricing plans are available starting at $139/month.
It goes without saying that Agorapulse’s Twitter reporting functionality is excellent.
Agorapulse’s Twitter report provides specific information for all the major elements. Tweets, mentions, retweets, and favorites are all included, in addition to top publishing and engagement stats.
The hashtag report also breaks down your top hashtags by interactions including retweets and favorites.
If your goals are to achieve more interaction, this will help notify how you should craft messaging moving forward.
4. Union Metrics
The most competitive aspects of Union Metrics‘ Twitter analytics are its competitive analysis and research components.
Users can stay ahead of the competition by analyzing their social activity and measuring share of voice. Or, you can combine powerful queries and historical data to uncover audiences, find relevant content, and plan campaigns.
Union Metrics’ free Twitter analytics report is a way to get quick answers to your biggest Twitter question. Analyze recent conversation about anything on Twitter – your account, your competitors, a campaign, a hashtag, a trend, a tweet. Really, any topic you can think of.
Union Metrics has some free elements like the Twitter Analytics Report, in addition to custom plans starting at $99/month.
Depending on your objectives, there are numerous Twitter analytics tools to address every need. With these four awesome resources at your disposal, you can easily take your Twitter marketing to the next level.