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The Critical Twitter Metrics You MUST Measure

Jun 18, 2014 10:53:23 AM


Keeping an eye on your metrics is integral to knowing, and learning from, how successful you are on social media. Any business should be aware of what’s working and what’s not. They should know whether they are engaging customers and what to do when things aren’t working out – in fact, it’s absolutely impossible to overestimate its importance.

With unprecedented access to all your social media data, there’s no excuse to be in the dark about the returns on your worthwhile effort. While there are some metrics that tools can’t work out for you, there are certain ones that MUST be measured and there are very simple ways to do it!


Timing is everything when it comes to social media. It’s a mega metric to measure so you know whether or not you’re wasting your time!

Monitoring the amount of time your business spends on social media – how often you post and how much is dedicated to the channel – can be very revealing in terms of positive productivity and whether the amount you’re posting is worth it or not enough.
Use the Mind the Time add-on for Firefox or Time Tracker for Chrome to measure the amount of time you spend on Twitter and other channels.

Posting 3-5 tweets a day is optimum, and try not to spend more than 30 minutes dedicated to your channel. By using measuring tools, you can see if these rules pay off, or if you should break them a little and spend more or less time online.



There’s no point investing bucket loads into your social media channels if you’re not willing to check out the returns. Do you know if your outreach is successful? If not, implement the following advice:

Clients (and your boss) might just be pushing to know whether your marketing efforts are doing the trick. Prove to them that you are by implementing the tools available for the purpose, to measure reach, leads and conversions. Set desired goals for what you want your customers to do – ie. click links, buy products, download PDFs, view videos. Watch your performance targets and outcomes closely to measure the return on your investment.

Use Facebook Insights and Kred to measure your social media presence and the outcomes of your targets.



Your followers keep your social media presence alive – don’t underestimate the importance of keeping tabs on them.

Monthly count

Measuring audience growth should be (if it’s not already) a major part of your social media plan. It can illustrate the impact of your social media reach on your business profits.

Measuring your followers and the total size of your community is central to determining whether your social media strategy is paying off.

Track your followers from month to month to see the percentage increase, and see if your game plan is consistently functioning to your advantage. SocialBro is ideal for building your community and measuring stats with powerful analytics.



Keeping up with your traffic may sound like a no-brainer, but it’s actually vital to any analysis of what you’re doing right and wrong. If you get a massive surge in visitors or views on a certain day, look at the contents of what you’ve posted. What patterns can you see emerging? This is a surefire way of discovering your success!

Links, images and mentions on social media are all excellent means by which traffic is nudged towards your site – tracking who comes from where can help build potential business to business relations.

Google Analytics is the perfect tool for measuring traffic that’s been referred to your blog or website from social media channels. This is incredibly important to working out successful links and keywords, and the routes potential customers have to go down to reach you.



Engagement with your audience tells you whether customers are sitting up and taking notice. You can learn from what’s working and what’s not by keeping an eye on your engagement rates at ALL times.


Twitter sends a very clear signal when engagement is going well – retweets are the perfect way of measuring how your audience feels about your social media presence.

Amplification rates (can be measured using SocialBro) show you just how much your followers value your content. Bear in mind the important factors that went into your retweetable tweet so you can use them again and again: topic (What was the subject? Where did it lead?), type (Was there a link? Did you attach an image? Launched a Q+A?) and tone (Was it serious? A joke? What’s your voice?).


Clicks show that what you are sharing on your social media channels is of interest and relevance to your audience. This is ideal if you are promoting products or services. Clicks reveal the strength of your voice’s engagement and the potential for greater visibility.
Using URL shortening services allows brands to see statistics on click throughs. Use the highly targeted to measure your clicks and see where your audience wants to head next.

Potential impressions

These are sneaky: how many people have seen your posts, without having necessarily liked, clicked or shared? That’s potential impressions.
Even with more easily measurable metrics at the fore, the power of potential impressions is still a great marker of brand impact and wider social media success. It is central to influence, which should be high on your list of priorities.

Potential impressions are useful in defining trends in your viral content. Basically, if you get one share it equals one potential impression. Obviously this is way below the ballpark you should be aiming for but it’s very motivating! Work it out: it might be number crunching, but it’s far from useless.



Content drives your social media scheme forward. It’s imperative to keep track of your content metrics as much as you can so you know what strategies work and others you might need to implement.


Great content is the bread and butter of your social media presence: you NEED to know if what you’re writing is actually any good, and whether it is SEO pro.
You can measure your content by looking for higher rankings in search engine results pages, an increase in first-time visitors to your site, and a swell in likes or upvotes, etc.
When so many customers use social media to check out products or services before they purchase, why take the risk? Measure measure measure your content!

Share of voice

Share of voice is the amount of conversations on social media about you versus your competitors. SOV metrics are really significant in measuring customer interaction.
Work out the percentage of mentions about your business against those you’re up against to see how much you need to improve.


These are the must-measure metrics that no business can afford to ignore. Don’t let your social media efforts be a stab in the dark – measure your metrics and see the results for yourself.

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