Social Measurement With Twitter’s Analytics Dashboard

September 07, 2016

Social Measurement With Twitter’s Analytics Dashboard

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Twitter Analytics Dashboard

As a small to medium-size business owner, every dollar matters. That’s why, when a seemingly “free” tool like Twitter comes along, you jump into it. Then, you realize the real cost – the time you are investing in it.

Twitter is an outstanding tool for small and medium businesses because it provides an effective way to engage your audience in a real, truly authentic manner and get effective results from that interaction.

The Value Twitter Offers Businesses and Brands

Simply, Twitter is one of the most important social media tools available to small and larger businesses because it is fast, affordable, and when done properly, highly effective. Hubspot found that 80% of all SMBs use social media like this in their business. Perhaps even more importantly, 85% of users feel more connected to brands on Twitter after they’ve started following them, according to a survey by Market Probe International.

Need more reason to invest some time into Twitter? Consider that 42% of consumers learn about products and services from Twitter, according to And, 67% of Twitter users will buy from brands they know, says, and follow on Twitter. Yet, sending out a random tweet isn’t enough.

Twitter ads really do achieve the goals of most companies that use them. Those goals typically include:

• Building brand awareness
• Engaging with the audience
• Releasing news information
• Sharing insight into the company
• Fielding questions, comments, and concerns with customers

With so much to do on Twitter, it may seem difficult to know which step to take to bring it all together and still manage the time component of the process. It all comes down to analytics and social media listening tools.

Introducing Twitter Dashboard

The powers-to-be at Twitter understand the importance the service is to large-scale and small businesses as well as the need for a more efficient way of connecting. Twitter Dashboard does just that. Noah Pepper Twitter said this about the tool. “Today we’re offering a free tool to give all businesses an advantage in the way they use Twitter. With an iOS app and desktop web experience, Dashboard offers a single destination to get things done. It gives business owners a clear picture of what’s being said about their businesses, lets them schedule Tweets, and offers insights about their Tweet performance.” The company launched Dashboard at the end of June 2016.

To use Twitter Dashboard, visit the Dashboard website and download it. Like most of what Twitter provides, it’s very intuitive and simplistic to use. And, it’s mobile-friendly, of course! Here’s a quick breakdown of how it works:

• After logging into the platform, you can create a profile for your business.
• You can then choose terms you want Twitter to monitor for you.
• Include everything from phrases to custom hashtags.
• You can also incorporate negative keywords which are those terms often used by your followers, customers, or others that are often mistaken for your business.
• Once done, all of the mentions are organized in a single location. You can see every tweet that mentions your company’s website, name, or handle.

This can really open the door for you. As a small business owner, there’s no need to search and try to dig through days of tweets to find those about your company. It’s automatically outlined for you.

Another nice benefit is that this tool provides you with the ability to manage all of your Twitter marketing. You can schedule tweets to go out whenever you want them to, pulling you away from the computer.

This functionality is nice, but there’s much more to Twitter Dashboard including its inclusion of Twitter Analytics.

Twitter Gives You a Performance Overview

We often talk about the importance of analytics and using social media analytics tools to give you the feedback you need to take your business marketing in the right direction. In the performance overview portion of Dashboard, you’ll get a lot of good information. You can learn how your marketing did over a period of time, from 7 days up to 60 days. It’s all under the Analytics tab in the tool. What will this tell you?

• How many tweets have you posted in that time frame?
• How many replies have you received?
• How many profile visits did your tweets create?
• How many mentions did you get?

It’s pretty nice to be able to see this bigger picture, but what’s even more valuable is the ability to get in-depth analytics from the tool. You can track the success of individual tweets as well.
You can:

• See how many impressions each tweet had
• See the replies to your tweets
• See how many likes each tweet got

This can give you some good opportunities to make changes. For example, you may learn that a specific type of marketing message is getting a lot more attention than others. You’ll be able to determine how effective any strategy you create is, whether over the long-term or over the course of individual tweets. Yes, this may seem like a bit of work and a lot of testing initially, but in the long term, it makes managing your marketing campaign far more efficient and effective.

Kevin Ho of Social Media Examiner had this to say about the service. “Combining the analytics of specific tweets with an overview of your profile page is one of the best ways to determine how effective your Twitter marketing strategy is at any given time.”

When You’re Ready To Make The Jump To Professional

While Twitter Dashboard is an important tool for small and medium businesses, there’s still a lot of work that has to go into the process of building your marketing strategy. Using social media listening tools like NUVI for example, helps you get information, plan future marketing campaigns, and turn marketing dollars into profits. To better streamline the process, let NUVI go to work for you. With our social media analytics tools, you’ll be able to more effectively and efficiently develop and manage your Twitter marketing strategy.

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