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Posts Tagged tracking twitter marketing ga how to

Improving Twitter Marketing ROI With Analytics

Written on October 19, 2015 by

Filed Under: Twitter Marketing


Twitter ROI Definition

In speaking about how to improve our Twitter marketing ROI, first we must decide what we mean when we say investment and return when we discuss Twitter.

Investment, as Twitter is a free online service, should be defined as the time we spend using Twitter. When possible, a monetary value should be placed on this amount of time, reflecting how much value could be made in spending the time doing other activities.

Return should always be defined as how much bottom line revenue you get from the investment. In the case of Twitter, these bottom line returns will have to be extrapolated from such metrics as increased traffic to site, increased follower base, increased influence base, etc. We must calculate how much revenue is generated by these metrics increasing, and use this in our ROI calculation.

Improving Twitter ROI

Having now defined what we mean by ROI, there are two ways that it can be increased – reducing investment or increasing return. It common terms, what we want to do is increase our Twitter proficiency (using it faster) and quality (getting the most out of our tweets). This post will focus on increasing proficiency.

Increasing proficiency in Twitter can be broken down into two categories: Learning and using the best tools to make Tweeting quick and easy, and finding out how much time is optimal to spend on Twitter.

Learning and Using the Best Tools

First, learning and using the best tools. Although there are many tools and services that exist to help you use Twitter, I have included four here to keep things simple. When used together, these tools are fairly comprehensive in scope and can give you the abilities and information you need to effectively use Twitter. Become acquainted a proficient with these tools to make Twitter quick and easy. We will discuss further how to use the information from these tools for analytics in the next post.

Hootsuite – A browser client that allows you to track all of your Twitter activity. I’ll let you see their site for all the features, but basically this tool is used to actually do your tweeting and track others tweets.

Twitoaster – Use this to see complete conversation threads and get the context of tweets. This tool also has a nice search function so you can look for relevant topics and conversations you might want to participate in.

Klout – See previous post for more details, but this has a nice range of analytics for your tweets.

TweetEffect – Also see previous post, but this is a good tool to see what kind of tweets give positive results and what ones give negative results.

Optimal Time to Spend on Twitter

Secondly, you must find out how much time is optimal for you to spend on Twitter. If you are spending 10 minutes a week, you’re probably not doing enough to generate any kind of revenue. On the flip side, spending hours a day and filling twitter with a surplus of your tweets can also be harmful (not only because you lose time, but because you lose followers).

The best way I have found to do this is to try out different systems. For one month, you can give yourself 10-15 minutes daily to use Twitter, and track your success. Next month, try upping the time to about 30 minutes a day, and compare that to the previous month. Do as many iterations of this as you need to find your optimal time.

Because different business profit in different ways by using Twitter, the only way to get an optimal time is to try it and test it. However, when you look at each month and compare, just remember to keep in mind that there are other factors as well determining your success or failure (such as Tweet quality). The next post will discuss the analytics of discovering tweet quality and comparing month to month success levels.

Anyone have further suggestions on how to optimize your time spent on Twitter?

Chief Analytics & Technology Officer at Vault Analytics

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Turbo Charging Your Company’s Twitter Marketing Debut…

Written on September 28, 2015 by

Filed Under: Twitter Marketing

Using Twitter for business has become a viable marketing and communication source for most businesses.  The way in which businesses capitalized on their Twitter presence is varied and has also evolved since Twitter’s inception. Primarily businesses are using Twitter as an informative tool or a tool to establish and engage customers and prospects in conversation.

If you’re developing a Twitter strategy for your business it is very important to establish your goals with respect to your Twitter marketing. There are two main questions that you need to address when developing your Twitter campaigns.

1 – Will we use our Twitter campaign to inform customers about our brand and products? This approach is typically most prominent when businesses launch their inaugural campaigns.

2- Will we use our Twitter campaign to interact with customers and prospects to drive conversations about our product or service?

This approach also works well, however it is important to note that using Twitter to stir conversation with customers can quickly evolve into an extension of your customer service department which may or may not expose customer service issues to quite a large audience. Conversely, if properly orchestrated Twitter can serve as an additional soundboard for positive buzz about your company.

Most firms that use Twitter for business initially take the “let’s poke it with a stick and see what happens” approach. This approach can lead to varied results due to the lack of well defined goals.

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