Twitter is a favorite with brands. It is almost always a complimentary companion when it’s not one’s primary social media Weapon of Mass Communication (WMD…err C). After all, you want to remind people on Twitter that you have posted something on Facebook or LinkedIn or Youtube or Pinterest and they should go check it out.
Yet, strangely enough, Twitter’s analytics front has been rather fuzzy. Until recently, Twitter did not have analytics metrics of its own. At least, not a much publicized one. The others have only done a half-baked job of it so far. While, the brands have been tweeting away to glory, they never could tell how their tweets would fare in the big bad world of SMM. So far, they could simply spew the content out incessantly, wishing them good luck as they go.
Recently, an elegant analytics tool has caught the attention of who’s who of SMM. And finally, the better half of twitter has made her appearance. The name is Twitonomy. Apart from letting you track all the basics like mentions, retweets, favorites, hashtags and so on, it does much much more. As the zeitgeist goes – social is visual, I am going to give you a visual tour of this smart new kid on the block:
With Twitonomy you can track almost anything or anybody on Twitter and not necessarily your own brand. Now, what could be more fantastic for a Social Media Marketer? There is so much to learn from others. So I chose to pick the sports brand Nike for my own little experiment. The tool comes in both free and paid versions and I am using the free one here. You can track any number of keyword, twitter handle or hashtag and pin it to your Twitonomy dashboard. I added the Nike twitter handle @Nike and the keyword ‘adidas ‘. So here is how it looks:
When you want to analyze a profile in more details you simply go to the profile menu and type out the handle in the text box at the top right corner:
In a moment’s time it provides you with the most recent snapshot of the subject’s health in the social circuit. Here’s how:
A neat layout of the Twitter activity and engagement.
The easy on the eye graphs and pie charts give you instant overview of the vital statistics of your Twitter activity as well your engagement with other users and your most favored hashtags.
With its easily navigable representation, you can find out which of your contents are most popular and which are the peak hours during a day and peak days during a week that people devote to your brand. It also gives you an insight about the top platforms people use to consume your news.
Again, a pleasant overview of things you liked most and the lists that follow you on Twitter. The tool allows you to back up all these reports, tweets, retweets and mentions into excel/pdf for easy reference or for a presentation at a later time. These come at a cost, though.
Your mentions and retweets can easily be monitored through visual representations and you can even find your key influencers using this tool. An absolutely interesting feature is that you can visualize your mentions across geographies through this dynamic map:
The follower and following lists give you a glimpse into their own statistics and standing on this social network platform.
If you want a more detailed insight into your followers and following, you may do so under the dedicated menus on the tool platform. You can also search or browse any hashtag, keyword or user through the search tool, though, this feature is not available in the free version. Twitonomy lets you manage your Twitter lists better than the original platform. Browsing and sorting them is as smooth as breeze on it.
Overall, the tool platform takes the cake with its practical design, lucid representation and usability. A few things that I found lacking are the demographical data of one’s followers. It would have added more value, if one could segment one’s audience based on profile and content consumption pattern. Twitter’s own analytics provides some limited insight on that front. So, perhaps, combining the two would result in a more effective analysis of Twitter performance for a brand. All in all, you finally have a Twitter report card that justifies your presence on Twitter.
How We’d Use Twitonomy:
That’s the golden question isn’t it. What can and cannot you do with this tool, and how do you make it work for you the best possible?
Analyze Competitors. Duh. This is the first thing we do. Compare trends between our competitors and us. See what we’re doing differently, and if they’re doing something differently that’s working well for them – well then we should be doing it too!
Track Weekly Metrics. Take a look at the retweets, mentions, favs, hashtags and links that we used over the course of a week and compare it to the previous week. In the event one week worked better than the other – dive into the nitty-gritty of it all and figure out why. After all, there’s all the data you need.
User Metrics. Are there particular users we’re replying to or mentioning the most? They must be doing something right – and therefore deserve to be awarded a little. Give them a free trial of our service, product or a subscription to what we’re offering.
Tweet Metrics. In the event a particular tweet got faved/RT’d the most – perhaps tweet it again in the neat future, and structure future tweets in a similar manner or in a similar way. Talk about that topic a little more perhaps.
Scheduling. This is an important one. Since Twitonomy gives so much information about what time of the day your followers are the most active or which day of the week they’re most active in – schedule the most important tweets to go out at that particular time.