With an average of over 500 million tweets sent per day, Twitter provides its users the ability to reach a global audience with simplicity, ease, and speed unmatched by any other social media platform. But to make the most of this tool, you need to know whether you’re reaching your intended audience, and if so, whether your communications have any impact on the behavior of this audience. A Twitter audit will help you gain the insight you need to make the most of your marketing efforts.
It’s important to take the proper steps to ensure your use of Twitter is helping to drive your business. Performing a comprehensive review from time to time can go a long way towards extending your social media reach and ensuring your social media strategy is helping you achieve your goals. Here’s what you need to do to complete a successful Twitter audit:
Review Your Content
Use the Twitter analytics tool or a URL-shortening service to understand if your content connects with your desired audience. Indications you’re effectively engaging your audience with your Twitter content include:
- Signal that Twitter users appreciate the content you’re sharing. Although they aren’t sharing your content, this is still a good sign.
- Shares of your content by another Twitter user. This is a much stronger signal than the user simply enjoyed your content.
- Responses from Twitter users to one of your Tweets. Assess the sentiment (positive, negative, or neutral) of responses rather than the number of responses. Analyze the reaction of other Twitter users to your content.
- Occur when another Twitter user opens a link contained in one of your Tweets. Clicks function as a key social media marketing metric.
These four types of engagement are crucial for your business’ social media strategy. The more your intended audience engages with your content, the better it is for your brand.
Also, consider whether you’ve generated any sales or other business opportunities with your Twitter content. Audience engagement is excellent, but your endgame is not necessarily social media success. Generating business and sales should be the driving force behind your social media strategy.
By reviewing which of your Tweets performed best based on the foregoing metrics, you can create and share more of the style of content that resonates with your target audience. Thus, by improving your social media performance, you should be driving up sales and generating business.
Know Your Audience
You must understand your Twitter community to create content that will engage it. Review your followers and place them into categories that reflect sales and marketing priorities for your business, including: the number of Twitter users who follow you, what these followers Tweet about, when they are most active, any influential people who follow you, the followers that advocate your brand, and the demographics of your followers. Identify any gaps in your following relevant to your industry and use this information to target new contacts and potential clients to engage with.
Share Your Brand and Company Message
Your actions on Twitter can have an important impact on your brand and message. Use your Twitter account and profile to share the story of your business with the Twitter community. Make sure you’ve provided enough information in your Twitter profile about your location so people can find and connect with you, including your physical address, company website, and blog.
Also take a critical look at your Twitter landing page content, including your account name, username, bio, URL, profile picture, and product images to determine if your page needs any updates to reflect the evolution and growth of your brand. Because most of us now access the internet on smartphones, make sure your Twitter page presents well on mobile devices and includes relevant, helpful information that enables users to connect with you quickly and easily.
Remember that your corporate image extends beyond the company’s account. The personal accounts of your employees can positively or negatively impact your brand and it is crucial that your employees know the importance of using social media responsibly. Develop social media policies for your company that ensure your entire team engages these platforms to present your brand in a consistent and effective manner that cultivates the reputation and audience you desire.
Use it Well
Twitter is not a medium for static content. To achieve an ROI from this platform, you need to engage with your Twitter community by regularly delivering quality content that appeals to them while simultaneously promoting your business. One approach to balancing these needs is to highlight the benefits of your products and services to your customers in your Tweets. You can also serve both goals by providing information requested and responding to questions posed by customers about your business. Engaging with your audience is much more than watching the likes, retweets, replies, and clicks roll in. Your followers and customers want to engage with your brand, and replying and interacting with your followers is a great way to increase engagement. This can also increase brand awareness, trust, and loyalty.
Another proven method for building your Twitter community is to subscribe to and share the content of your customers, business partners, suppliers, contractors, venders, and relevant trade or professional organizations. This shows that you care about providing your followers with any important information, whether it is coming directly from you or not. By promoting content from other respected businesses, venders, and organizations, you effectively align your business with other successful companies in your niche.
To assess how well you’re engaging with your Twitter community, consider using a website grader that will help you understand how your audience views your presence on Twitter. Tools like this provide you with data on your follower base, recent mentions, and the number of times your content has been retweeted.
Clear Out Fake and Undesirable Followers that Can Hurt Your Brand
Bots and followers with characteristics contrary to your corporate values and brand messaging can damage your reputation and credibility. Take the time to regularly review your Twitter connections and identify and block fake and undesirable accounts that may be following you. Here are a few tools to help you with this task:
- Twitter Counter. This site tracks follower statistics for a given user account over time. You need a membership to use this service, which allows you to enter any user name and review growth trends for the account. Any sudden spike in followers over a short period should be subject to review.
- Twitter Audit. This tool analyzes set criteria for a given user account, including a sample of followers and data on their interactions, to estimate the percentage of fake followers associated with the user account. Accounts that score above 60% are considered authentic accounts.
If you discover fake followers of your account and wish to remove them, then your only course of action is to block them from following you and viewing your Tweets. Twitter management services, such as Tweepi, can help you identify and block fake followers.
Evaluating social media performance, especially on Twitter, can seem like a daunting task at first. Fortunately, there are ways for businesses to successfully track and improve their social media strategies by performing a Twitter audit. Don’t let your business’ Twitter page suffer when all the tools you need are available.
Need help tackling a social media audit? Check out our Social Media Services!
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