Many contractor businesses are active on Twitter, which seems to be growing in popularity. Unfortunately, Twitter results aren’t always easy to quantify. That could be one reason for Twitter’s plans to share its performance analytics with some of its users. Although it’s not clear who will be able to access the new analytics, people and companies who pay for advertising on Twitter will likely be rewarded with access. However, after the product is rolled out to advertisers, non-advertisers may be given access to it as well.
If your contractor business gets access to the performance analytics, you’ll be able to see how your tweets perform over time. The dashboard will show you:
- How many followers you gained or lost
- How many retweeted your tweets
- How many made your tweets a favorite
- How many people replied to your tweets
- How many people clicked on a link in each of your tweets
New Performance Categories
The analytics tool aggregates all of this basic data for you and sorts them into three performance categories. The top 15 percent of your tweets, based on engagement, will be placed in the Best category, and the top 60 percent or so will be placed into the Good category. As a local social media marketing professional, you’ll probably be sure to review the tweets in the Best category and adjust your Twitter strategy accordingly.
Share Data with Colleagues
The new analytics tool enables users to share the data with colleagues. Just click one button to download a CSV or XLS file. This report contains all of the information on the dashboard except for the clicked links information. However, that feature may be included in subsequent analytics updates from Twitter.
Detailed Follower Information
The performance analytics also enables you to learn a lot more about your Twitter followers. Through the new tool, you can find out:
- How much your Twitter follower base has increased over time
- How many of your followers are male and how many are female
- Your followers’ interests
- Where your followers are located
Bring on the Analytics
More information is always beneficial to local marketing experts, and the new Twitter analytics tool is no exception. The interface is clean and easy to understand, and your contractor business will surely learn a few things about what kind of Twitter content your followers like.
Unfortunately, Twitter isn’t clear about who will get access and when they’ll have the data, but keep an eye out on your Twitter account page for any updates. Twitter may still be working out the kinks on some users’ accounts.