[Author: Noreen Fishman]
Any form of analytics can help your law firm’s strategy. Most social media platforms offer some level of analytics, and Twitter is particularly powerful. Many people do not take advantage of them because they are simply not aware of their capabilities. Here’s how you can go beyond the basics of your law firm’s Twitter analytics.
Why should law firms pay attention to Twitter?
Many law firms are unsure whether a strong Twitter presence is essential. Honestly, having a strong social media presence on all major platforms is essential if you want to increase your firm’s credibility and trust in the eyes of your audience. Twitter’s brand value has increased by 85% in 2022, so most brands would do well to have an optimized and active page.
And in order to properly optimize your site, you need to look at analytics.
What are Twitter Analytics – and why should you care?
Like most analytics features, Twitter Analytics lets you view and track key metrics. Things like gain or loss of followers, impressions, engagement rate, retweets and more are all available within the native Twitter platform. The tool is available to all Twitter users, regardless of whether they are a business or personal account.
Better decisions are driven by data, and Twitter analytics give you access to key information that can guide your marketing strategy. When you have data available, you can get better results on your social media. There are some specific benefits that accompany Twitter analytics:
- You can see what your audience really wants. You can find valuable insights into what your audience responds to most, from topics to content types. This can help you create content that resonates in the future.
- A stronger ability to track growth. You can track your follower count – whether you’re gaining or losing – over time and understand trends. Not only is this important for understanding overall performance, but if you see certain peaks or troughs, you can repeat (or avoid) whatever you were doing at the time.
- Knowing the best time to post. Many marketers are curious about the ideal time to post, but there is no one-size-fits-all approach. With Twitter analytics, you can see when you get the most engagement and use those best practices to your advantage.
What can you track with Twitter Analytics?
Here’s what you can track with the analytics tool.
The Dashboard page provides a monthly summary of key statistics, including:
- The main tweet
- Main mention
- Top media tweet
- The main follower
- A brief summary of the month’s activity
They also show a variety of charts that allow you to see trends at a glance. You can set time periods and view impressions and engagement. You can also view information about promoted tweets (advertisements) here. You can view the average of:
- Engagement rate
- Link clicks
- Retweet
- consents
- Answers
There’s also a video page that shows information about video content uploaded via Twitter’s Media Studio or Promoted Video Ads. Here you can view engagement statistics such as:
- view
- Completion rate
- Total minutes of videos watched
- Retention rate
The Business Insights dashboard can be tricky to find. Go to the Twitter for Business section and go to Advertising, then Analytics. Then you can scroll to the bottom and click on “View yours now”. This section will provide overviews and tips that can help you improve your performance on Twitter.
11 Analytics You Should Track
Which metrics you look closely at will depend on your firm and your goals. However, we suggest that you pay attention to monitoring these metrics:
- IMPRESSIONS – The number of views your tweet received
- The main tweet – The most popular tweet for each month
- Follower gain/loss – The number of followers you’ve gained or lost over a period of time
- Top followers – The person with the most followers who recently followed you
- New followers – New people who have recently followed you
- Main mention – The most engaged Tweet that mentions you (@yourname) for the selected time period
- commitment – All interactions people have had with your Tweets, such as link clicks, hashtag clicks, retweets, replies, etc.
- Engagement rate – (Engagements ÷ Impressions) = Engagement Rate*
- Link clicks – A total of clicks for a period of time, or clicks on a specific link
- Reply/retweet – A reply is a direct response to one of your Tweets, while a retweet is like a “share” on other platforms
- consents – The number of people who like your tweets
*What would be considered a good engagement rate on Twitter? The average is roughly 0.5% and most industries will not fall above 1%. Aim to beat the 0.5% and chances are you’ll beat your competition.
Useful Twitter Analytics Tools
There are several analytics tools on the market, and some of them are ideal for Twitter. Here are our favorite tools for growing a Twitter account.
HubSpot Social Analytics – Not only does HubSpot have posting capabilities so you can plan your Tweets ahead, but it also has a powerful analytics dashboard. You can customize it to your liking and analyze things like engagement, following, number of posts, interactions, clicks, etc.
Hootsuite Analytics – Users love this tool because it brings together all of your social media information in one place. You can take advantage of custom reports, advanced metrics tracking, and the ability to schedule automatic analytics reports.
Tweetview – A Twitter-specific tool, this platform allows users to create custom searches to track keywords or hashtags. You can also filter mentions by location, which can help direct engagement efforts.
BrandMaxima – This reporting tool provides insight into Twitter trends and hashtag activity. You can analyze your hashtag performance on Twitter and find new hashtag ideas, as well as report on geographic or demographic trends.
Tweepsmap – This is a follower research tool that allows marketers to see what their audience is talking about on Twitter. You can segment by things like location and interest. You can also research different topics to gauge their popularity in different areas.
Takeaway:
Whether you’re just experimenting with Twitter or you’re a seasoned pro, more metrics can help you optimize your strategy. Your dashboard and basic metrics are always valuable, but a deep dive can provide insights that will drive more engagement and translate into more activity in your marketing funnel.
