Twitter Analytics Overview (Part 1 of 7)

Twitter Analytics Overview (Part 1 of 7)

Posted by Ryan Nokes 7/29/09

This is the first post in a series of 7 focused on applying marketing analytics to Twitter. Using Twitter analytics can help businesses track brand advocates and detractors, follow conversation topics and trends, measure visitors to your site from Twitter, and improve ROI.

Twitter Analytics 1

Much has been said about the business benefits of using Twitter. Some of the benefits include:
• Track memes and trends
• Perform simple market research (heck, we got started because we saw a need for marketing analytics while using Twitter)
• Obtain opinion data from a diverse group
• Find breaking news
• Direct people’s attention to good information or valuable content
• Bring people together
• Build brand awareness and buzz
• Manage customer service
• Use negative feedback to improve offerings without total brand destruction
• Create business opportunities or generate referrals
• Gather competitive intelligence
• Drive targeted website traffic
• Create a tribe (watch Seth’s podcast)

See Chris Brogan’s comprehensive list of Twitter uses and how-tos.

Despite the obvious benefits of using Twitter, without a way to track, measure and improve, Twitter can quickly become Fritter, the frivolous and unwise waste of one’s time. By incorporating twitter analytics into your strategy, you can maximize your time spent and marketing ROI. This is the kickoff post of another 7 part series of posts on our marketing analytics blog.

The next several posts will cover the following topics:
• Why Twitter Analytics? (this post)
• What Twitter Metrics Should I Use?
• How Do I Measure These Metrics?
• How Do I Measure and Improve my Twitter Marketing ROI with Analytics?
• How Do I Summarize All Information into an Actionable Dashboard?
• How Do I Create & Execute a Specific Action Plan for Improvement?

Tune in over the next few days for the next posts. Let us know if this series is valuable or if you would like to see other topics included. Thanks for reading!


Comments: 2

  1. […] The Marketing Analytics Blog « Twitter Analytics Overview (Part 1 of 7) […]

  2. Katarismo,

    A professor at Brigham Young University asked the same question. I sent the following ideas to him. Let me know what you think!

    -Solicit feedback on class discussions, research you are working on, etc.
    -Post interesting links to things discussed in class for further review
    -Let people know about upcoming assignments and announcements
    -Have them set up their profiles to link directly to Facebook or their phones so that whenever you make an announcement, they know immediately
    -Offer extra credit for doing something above and beyond the class
    -Start a discussion on a particular topic
    -Distill key class ideas into a series of “Things to Remember” posts
    -Monitor keywords using one of the Twitter mashups for trends (see http://blog.guykawasaki.com/2008/12/how-to-use-twit.html, http://blog.guykawasaki.com/2008/11/ten-tiny-apps-t.html)

    Here is the link to the “Beginner’s Startup Guide” that you could send out to members of the class: http://twitter.zappos.com/start

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