Earlier last month, Twitter upgraded its analytics dashboard, now offering tools that measure impressions and engagement of organic tweets, as well as performance over time, which it hopes will help users “effectively optimize their content strategy.”. This revealed in a recent blog post announcement by the social network.
Advertisers, Twitter Card publishers and verified users can now visit the Analytics tab at ads.twitter.com to see how many users have viewed their tweets on desktop and mobile, the number of engagements (favorites, retweets, mentions, link clicks), and an engagement rate percentage. The featured graph will also calculate the number of organic impressions an account’s tweets earned over the last 28 days.
“On Twitter, nothing comes between your Tweets and your followers,” the blog post said.
This may be true, as Twitter does not use an algorithm to determine which posts users see à la Facebook, but this statement may confuse users who see lower than expected engagement in their analytics dashboard.
Marketing Land recently explained that numbers may appear low for each tweet because, aside from the analytics not taking into account third-party Twitter apps, all an account’s followers are not logged on at the same time to see the update, thus, it is more important to determine value based on overall performance than that of a single tweet.
Additionally, repeating tweets can help as well so users who were not on for the first post have another chance to see it the second time around, the article said.
To build a stronger organic present, the Twitter blog suggests jumping in on real-time “cultural moments” such as the Super Bowl or other trending topics, using “high-volume” hashtags, engaging with influencers and mixing rich media with “short, conversational copy.”
The social network also suggests tweets at least two to three times per day to reach more of your audience, noting brands like Wheat Thins and Trident who reached 95 percent and 500 percent of their audiences, respectively, with consistent, engaging posts.
“The new dashboard shines a light on how our brand’s voice helps drive our organic activity. In turn, this will help influence how we can be smarter around our decisions related to paid campaigns,” Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International, told Twitter.