THE COMPLETE GUIDE TO

TWITTER MEASUREMENT
How to Measure What Matters

TABLE OF CONTENTS
Introduction 03

Advanced Analyses 24

Defining the Metrics 04

3 Ways to Optimize Tweets for Website Traffic

4 Ways to Improve Customer Service Measurement on Twitter
How to Tell if Your Twitter Campaign Actually Worked

Engagement
Retweets
Mentions and @replies
Favorites
Hashtags
Potential Reach
Potential Impressions
Response Rates

Tools 33
Example Reports
Further Resources

About Simply Measured 35

Basic Analyses 16
Measuring Engagement
9 Ways to Measure Twitter Audience Beyond Follower Count
5 Ways to Measure Twitter Share of Voice Beyond Brand Mentions
How to Measure Content Type
6 Types of Analysis for Timing your Tweets

INTRODUCTION
Welcome to the update of our much-loved Twitter guide. Were excited to
bring you the basics, the latest, and the greatest, from the 140-charactersor-less network that means so much to marketers. Say that three times fast.
Twitter is a wide-open range for pioneering content marketers and social
media managers. With more than 271 million active users and 500 million
Tweets sent per day, marketers have an incredibly active and increasingly
interactive audience to engage with. Twitter users are becoming more and
more receptive to communicating with brands on the network, and brands
are getting smarter about how they tailor content to Twitter.
But, everyone still has questions. Brands want to know, Whats the best
way to engage my followers? or How often do I need to Tweet and
reply to stay relevant? or How do I know if my program is working?
An oversimplified answer to all these ponderings would be:

Know what you want. You wont get what you want out of Twitter if you

dont define what you want. Are you looking to expand your customer
service offerings? Drive people to your blog? Get people to shop in your
online store? Increase brand awareness?

Get creative. Dont be afraid to try new things, but stay true to what your

brand is known for. Find a way to stand out in the noise of peoples feeds.

Measure it. This is how you know if your strategies are working or not,
and how to make improvements going forward.
But you want more than that, dont you?
In this definitive guide, well walk you through both rudimentary and
advanced Twitter metrics, explaining specific ways to use them in
formulating better Twitter strategies and results.

DEFINING THE METRICS

To effectively leverage Twitter actions, you must first understand how
they work, and the ways theyre calculated. In this section, well outline
the different ways that users interact with your brand. Well also give you
insight into how they affect your brands Twitter visibility.
On your journey from your campaigns first Tweet to that sweet moment
of ROI, when you choose the most relevant benchmarking metrics youre
bound to get the best results. Youll get a holistic picture by keeping an
eye on the number of:

This Twitter Engagement Megaphone shows how Twitter users

engaged with JetBlues 207 Tweets during a given time period.

Unique people who engaged with your brand

Actions taken (engagements)
People who could have seen your Tweets
Times those people could have seen your Tweets
Click-throughs on your links (if youre using links)
Followers added
You can reach massive audiences when your followers, influencers, and
advocates engage, both spreading your content and increasing brand
awareness. Great content leads to engagement and amplification. In turn,
you increase your reach as more fans opt-in, adding more fuel to the machine.
These calculations may seem complicated, so well break down and define
each component that plays an active role in your brands success on Twitter.
No number exists in a vacuum. The megaphone graphic to the right is
helpful for visualizing these numbers in relation to one another.

Engagement

Twitter Engagement Breakdown

Whether you seek increased web activity and bottom-line ROI or brand
awareness and overall market penetration, checking your engagement
number is the best way to tell how youre doing. It tells the story of who
is talking to and about your brand.

@Replies

Mentions

2.0K
1.5K
1.0K
500

4
/1

26

/1

8/

25
8/

4
/1
24
8/

4
/1
23
8/

4
/1
22
8/

4
/1
21
8/

/1

20

Engagement on Twitter accounts for every way your followers can interact
with your brand or make it show up in their timeline. It incorporates one-onone conversations as well as your followers promotion of your content to
their circles of influence. This multi-level interaction is what makes Twitter
such a powerful tool. Brands of all sizes have the ability to converse with
users, respond to their questions, and promote their campaign messages in
real-time, on one platform.

Retweets

2.5K

8/

What does engagement mean to you?

Favorites
3.0K

Total Engagement

Engagement: @Replies + Retweets + Mentions + Favorites

3.5k

This Twitter Engagement Breakdown chart shows the different kinds of

engagement a brand experienced on Twitter over a six-day time period.

The followers with whom youre engaging present several opportunities: they
can act as advocates for your company, provide feedback on products or
services, purchase products, and help you better understand your customers.
Understanding how your brand engages users on Twitter is the first step to
learning, developing, and growing your Twitter marketing campaigns.

How is engagement calculated?

Engagement is the total of several components during a given report period:

@Replies: When a user talks directly to your brand by using your brand
handle at the beginning of the Tweet. This will only show up in your
feed and the feeds of users who follow you both.
Example: @SimplyMeasured Your reports rock!
Retweets: When a user directly shares your brand message with
their audience.
Example: RT @SimplyMeasured: Weve made some great
updates to our Twitter Account Report. Check it out!
Mentions: When a user includes your brand handle, but not as a direct
@reply. Anyone who follows that user can see this type of Tweet.
Example: I really love that @SimplyMeasured charts are
dynamic within Excel!
Favorites: When a user stars a Tweet from your brand, indicating their
support for your Tweet. This form of engagement isnt visible to the
users followers or yours.
Many businesses focus on Retweets and mentions because they have
reach, appearing in the timelines of your followers followers, and accessing
a Twitter segment that may not be following your brand. This is not to say
that @replies or favorites, which dont have reach, are not worth paying
attention to.

Retweets

Retweets let followers know that a user is actively engaging with your brand
by republishing your content. A Retweet is a repost of a Tweet sent by
another user. These Tweets are marked with the Retweet icon and include
the authors information, and the name of the user who retweeted the
content. They are one of the most commonly used tools on Twitter and can
be very helpful in identifying web trends, content that interests your readers
or their followers, or Tweets that have the capacity to go viral.

Retweets: A Retweet is a repost of a Tweet sent by

another user, marked by the Retweet icon

Mentions and @replies

Mentions and @replies have very different impacts for your brand, and
both are extremely important when it comes to building engagement.
Understanding the difference between mentions and @replies will help you
determine how to use both to your advantage and stand out from the crowd.

Mentions: A Tweet including your @handle at any

point other than the beginning
Example: I really love that @SimplyMeasured charts are dynamic within Excel!
Mentions are when a user includes your brand handle, but doesnt begin
the Tweet with the @handle. These Tweets show up in your stream,
the users stream, and the stream of anyone following the user. Serious
advantage: these Tweets have the potential to reach Twitter users who may
not be following you.

@Replies: Tweets that BEGIN with your @handle

Example: @SimplyMeasured Your reports rock!
@Replies are when a user talks directly to your brand by using your brand
handle at the beginning of the Tweet in the Twitter timeline. This will only
show up in your feed, the users feed, and the feeds of users who follow
you both.

and the timelines of anyone who follows them. Because Tweets of this type
start with something other than your brands Twitter handle, these types of
replies count as a mention.
Example: .@SimplyMeasured Your reports rock!

What do mentions and @replies mean to you?

@Replies and mentions demonstrate two very different things. @Replies

tell the story of users looking to engage in conversation with your brand.
Mentions are more of an endorsement of your brand or a means of
expressing negative/positive sentiment about your brand to followers.
Paying attention to replies and mentions as metrics in relationship to one
another and individually gives you valuable insight into how your followers
are interacting with you, what they want to see more of, and what theyre
repelled byboth on and offline.
After obtaining a broad overview of the mentions versus @replies around
your handle, drill down into the actual Tweets to determine:
The top three subject categories for mentions, and the top three
categories of replies. Plan future content, events, and even product
development, accordingly.
If you need a separate customer service handle for back-and-forth
communication with followers.
The context in which people mention you on Twitter. Challenge
yourself to convert people who mention you into becoming your
brands devotees and followers, even if their initial mention was negative.

Twitter users use .@reply to overcome the less public nature of @replies.
If a user wants their followers to see their replies to your brand, they will
use a .@reply in place of a regular @reply. Because the Tweet starts with
a period, its not considered an @reply, and will show up in their timeline

Favorites

Favorites are similar to Likes on Facebook. With a single click, you can
engage with content to either bookmark, show your appreciation, or simply
let the author know youve seen their Tweet. This has made favoriting an
attractive form of engagement.

The benefit for your brand

If favorites arent seen by others, why should you care?

This chart shows how one brands favorites played out over time, and can act as a
litmus test for audience reception to campaigns and specific content.

Although favorites dont create awareness the same way that Retweets and
mentions do, they are still another important indicator for measuring how
your content is resonating with people.
If certain types of content are receiving way more favorites than comments
or Retweets, you may need to deliver your content in a way that encourages
more active user engagement.

Hashtags

Hashtags are a form of earned engagement, as opposed to the owned

engagement outlined above. Engagement with a hashtag may not be
reflected in your account report, but is often just as important to your brand.
They are one of the greatest tools that social marketers have at their disposal.
When it comes to campaign management, organization, and branding, its
hard to top the simple power of the hashtag.
Hashtags are terms used in Tweets (and on Facebook and Instagram, as
well) that are searchable, clickable, and measurable.

Hashtags: Clickable terms within Tweets that begin

with the # sign

FUN FACT

Hashtags were used as far back as the 1970s

in Information Technology and programming
languageslong before Twitter got its start in 2006.
In 2007, Chris Messina proposed that the pound
sign be used to tag topics of interest on Twitter.
He posted the first hashtag on Twitter.
Beginning in 2009, Twitter eased hashtag
navigation by hyperlinking all hashtags in Tweets
to Twitter search results for the hashtagged word.

10

What do hashtags mean to you?

Hashtags allow marketers to engage with users they otherwise wouldnt be

able to, build branded campaigns, and sleekly measure the results. You can
use hashtags to create easily monitored campaigns in a variety of ways:
Campaigns: When conducting a specific campaign, hashtags can be used
to spread the word in a way thats clearly associated with your brand. Then
they can be monitored to gauge level of activity and interest. For example, if
Simply Measured wanted to promote a giveaway of a goodie bag, we could
use the hashtag #SimplySwag and ask users to Tweet the hashtag for
a chance to win.
Increased Reach: Hashtags of specific topics are often searched and
monitored by marketers to find users with specific interests. For example,
if we Tweet a link to our Twitter guide with the hashtags #SocialMedia and
#Twitter, we increase the chance of reaching social media marketers who are
interested in learning more.
Chats: There are countless regular Twitter Chats that use specific
hashtags to allow users to organize conversations. For example, if we
hosted a regular conversation about social media measurement, we might
choose the hashtag #MeasureChat. This allows us to promote a searchable
term so that users can view and interact with anyone involved in the chat.

UPDATE
With Twitters latest iteration of its dashboard,
engagement metrics include any interaction with
a Tweet. This includes @replies, Retweets, and
Favorites, just like always, but now adds clicks
anywhere within a Tweet, including link clicks,
avatar clicks, hashtag clicks, username clicks,
and expanded Tweets.
If youre using hashtags to promote discovery,
brand a campaign, or drive engagement around
a specific topic, these strategies are a key
component of gaining engagement, and your
ability to measure success can propel you to
the next level.

Discovery: When doing research, search relevant hashtags to discover

interests, sentiment, attitudes, and demographics around those hashtags.
This is a smart way to plan future hashtag campaigns.
Comparison: Different hashtags can be measured and compared to identify
trends, growth, and disparities. This is important for recurring or cyclical
campaigns and competitive analysis.

11

Potential Reach

On Twitter, youre not just focused on engaging the people already

following you. Youre trying to grow and expand your audience. Potential
reach is one of the best ways to tell if youre doing that successfully.

Potential Reach: The sum of all users mentioning your

brand + the sum of their followers

User A, who has five followers, posts a Tweet that mentions the
@SimplyMeasured Twitter handle. In this example, well calculate
the potential reach of this Tweet for Simply Measured.
User A 3h
I love @SimplyMeasured
reports!

users mentioning your brand (@UserA) = 1

+ sum of their followers (@UserA) = 5

Potential Reach = 6

Whats the potential reach of @UserAs Tweet if

its retweeted by @UserB, who has nine followers?
User A 3h
I love @SimplyMeasured
reports!

NOTE: Potential reach will always include your brand followers since they
are part of the audience you are reaching on Twitter. When calculating the
reach of just a mention (like in the examples on this page), your followers
are not being engaged so they are not part of the reach calculation for that
specific Tweet.
But when we calculate the overall reach of your Twitter activity, your
followers are added to the equation. If @SimplyMeasured has 20 followers,
in example one the total potential reach will be 26 and in example two it
will be 36.

What does potential reach mean to you?

The potential reach metric allows you to quantify not only the users you
engaged with, but also the followers of those users who may have seen
your @handle or Tweet. This number is important because a key focus of
social marketing is to expand your audience and promote your message
to a wider segment of the population.
The reach metric tells you which content is working to grow your audience
and ultimately reach new people.

users mentioning your brand

=2
(@UserA + @UserB)

+ sum of their followers (@UserA) = 5

+ sum of their followers (@UserB) = 9
User B 1h
RT @UserA I love
@SimplyMeasured reports!

Potential Reach = 16

12

Potential Impressions

Potential impressions have always been an important metric for advertisers.

For traditional media like newspaper, radio, and TV, it has been one of the
only metrics available to gauge success. Its just as relevant on social media.

What does the potential impressions metric mean to you?

Potential impressions are an important part of measuring your brand

impact. If content youre creating has a viral impact for example, Tweets
that earn a large number of Retweets and @mentions your potential
impressions are the quickest way to identify that trend, allowing you to
focus your efforts on the content that is drawing the most attention and
understand how to harness that power in the future.
Potential Impressions Analysis
16M

Brand Tweets

Total Potential Impressions

14M

600

12M

500

10M

400

8M

300

6M

200

4M

100

2M

14
6/
5/

14
6/
3/

14
6/
1/

/1
4
5/
30

/1
4
5/
28

/1
4
5/
26

/1
4
5/
24

/1
4
5/
22

/1
4
5/
20

14
8/
51

/1
4
5/
16

/1
4
5/
14

/1
4
5/
12

/1
4
5/
10

5/
8/

14

0
14

0
5/
6/

Total Tweets

700

User Tweets

Potential Impressions

800

This Potential Impressions Analysis chart shows a brands potential impressions over a month-long
time period, mapping the correlation between Tweets, user Tweets, and total potential impressions.

What makes reach different from potential impressions?

Reach accounts for the possible number of people who may have seen
your content, whereas impressions are how many times the people youve
reached have seen your content. If you think of reach as how many screens
your Twitter handle appears on, and impressions as how often your Twitter
handle appears, its easy to get an idea of how far you can potentially
spread your message and grow your brand.

Potential Impression: The total number of times a Tweet

from your account or mentioning your account could appear

in users Twitter feeds during the report period. It includes your
Tweets, Tweets that mention your brand handle, and Retweets
of your content

UPDATE
Twitters new real impressions metric allows brands to
see the actual number of times users have been exposed
to content.
This is important for any social media marketer who plays
a part in a broader marketing process. Conversion metrics
need to be based on real numbers, which is difficult when
looking at potential impressions.
Whatever your funnel looks like, this metric is solid
for understanding rates and setting goals at the top of
that funnel.
This does not take away from the potential impressions
metric, which provides valuable tactical benchmarks and
guides by showcasing the inherent value of interacting
with influential Tweeters, and the possibility that lies in
building those relationships. Reports like our Twitter
Account Report allow you to choose which metrics youd
like to report on, real or potential.
13

How are your Potential Reach and Potential Impressions calculated?

Potential reach and potential impressions for @simplymeasured

Both potential reach and potential impressions are calculated based on

mentions and @replies. You calculate how mentions contribute to potential
reach and potential impressions based on the number of authors followers:

User A 3h
I love @SimplyMeasured

Type

Author Followers

Potential Reach

Potential Impressions

Mention

10,700

Mention

10,700

TOTAL

reports!

Potential reach and potential impressions for @simplymeasured

User A 3h
I love @SimplyMeasured

Type

Author Followers

Potential Reach

Potential Impressions

Mention

10,700

10,700

10,700

User A 1h
Thanks @SimplyMeasured
you guys are the best!

reports!

User A 1h
Thanks @SimplyMeasured

Mention

10,700

10,700

10,700

TOTAL

10,700

21,400

you guys are the best!

The nature of @replies is that they show up only in the feeds of users
who follow both handles (the original author and the @reply author).
Unfortunately, theres no consensus on how to calculate the potential reach
and potential impressions for @replies - whether to assume no overlap (the
authors share no followers) or assume some percentage of overlap (the
authors share some audience).
Based on feedback collected from our customers, our analysts were able
to develop three different formulas for calculating potential impressions to
accurately cover the widest spectrum of needs. Weve focused on the most
conservative calculation for @replies as the go-to model, because the
majority of our research supports this method.
In this calculation, one @reply results in one person reached. This will likely
give you a lower-than-actual reading, but makes a fair assumption that
@replies wont generate the full reach of the authors followers. @Replies are
typically 1-to-1 interactions, where reach and impressions arent as relevant.

Knowing how to best calculate your potential reach and potential impressions
will give you insight into your virality statistics and brand exposure.
Imagine @UserA mentions the @SimplyMeasured
handle in 2 separate Tweets that reach his 5 followers...

...The @SimplyMeasured handle appears twice

on each of their news feeds.

User A 1h

User A 3h

Thanks @SimplyMeasured

Wow! @SimplyMeasured

you guys are the best!

your reports are amazing!

User A 1h

User A 1h

User A 1h

User A 1h

News Source 2h

News Source 2h

News Source 2h

User A 3h

User A 3h

User A 3h

News Source 5h

News Source 5h

News Source 5h

News Source 2h

User A 1h

User A 1h

News Source 2h

News Source 2h

User A 3h

User A 3h

News Source 5h

News Source 5h

User A 3h

News Source 5h

Number of Potential Reach x Number of Appearances = Potential Impressions

5 followers x 2 appearances = 10 Potential Impressions

14

Response Rate

Response rate is becoming more and more important to social media teams.
On Twitter, focusing on only outbound promotion just doesnt work anymore.
Customers reach out with issues, questions, and requests on a daily
basis. Its your job as a social marketer to act as a first responder in these
situations, answering questions and directing traffic. Whatever your policies
and tactics, measuring customer service success boils down to a few specific
metrics. Key among them is response rate.

Response Rate: Total # of Mentions Replied to

Total Mentions - Retweets

What does response rate mean to you?

Whether youre a customer service rep, a community manager, or a marketing

manager who handles everything for a smaller company, response rate can
help you identify successes and holes in your social strategy.
Maintaining company image can be as simple as keeping your engaged
customers happy. This means responding to the highest percentage of
inbound @mentions and @replies.

Response Time

Response time, similar to response rate, is an important way to measure

your social activity for both brand engagement and customer service.

Response Time:

Time of @Reply to Inbound Tweet - Time of Inbound Tweet

15

BASIC ANALYSES
Now that weve gone over all our metrics definitions, were going to show
you how to put those metrics to work for your own Twitter campaigns. Well
be working out of our own software, but you can conduct the same analysis
manually or with another tool.

Measuring Engagement

Engagement helps grow awareness of your brand and increase traffic to

your social profiles and website.
First look at your audience and how you retain followers. Is your audience
growing? Do these users follow you during promotions, but unfollow shortly
thereafter? What is the industry standard for number of followers, and how
do you stack up?
Now, look at how those followers and their circles respond to or share
your content. Do you have a surprisingly low number of Retweets for the
number of followers you have? Are there certain times that are better
for engagement? Have you recently published any Tweets that have had
success in regards to mentions or Retweets?
Here are some ways to benchmark your campaign performance and assess
your engagement strategy.

16

9 ways to measure
Twitter audience beyond follower count

3. Measure your followers followers

Over time, substantial follower growth can result in very different type of
audience. Measuring change in follower count can only tell you so much.
There are other ways to understand your Twitter audience and model your
marketing strategy accordingly.

1. Identify your influencers

Follow influencers who engage with your brand or your competitors.

Monitor their Tweets for opportunities to engage with them directly.
Is your engagement scaling as your followers grow? Engagement
as a percentage of followers (engagement rate) shows how much of
your audience you are able to engage. Your mighty follower count is
meaningless if your followers are ignoring your Tweets on their feed or
arent compelled to join the conversation.
Twitter Comparison: Total Engagement
Total Engagement

2.5K

2,562

3%

87

101-500

61

501-1,000

26

2,001-2,500

>2,500

This Followers Follower Count Distribution chart shows how many of your
followers followers have follower counts of 0-100, 101-500, 501-100, and so on.

4. Measure your competitors followers

Comparing competitor audience growth rates to your own growth will give
perspective on how effectively youre building your audience, letting you
know whether youre ahead of the game or playing catch-up.

Total Followers

1,433
1,178

1.5%

2%
1%
1%

0.8%

0%

Growth Rate per Day

0.6%

250K

3%
2%

1,575
1.3%

500

200

4%

2.8%

1.0K

413

4%

Engagement % of Followers

3.5%

1,601

450
400
350
300
250
200
150
100
50
0

Twitter Comparison: Total Followers

2.0K
1.5K

Followers Follower Count Distribution

0-100

2. Measure engagement relative to followers

3.0K

Consider the followers of your followers to be your secondary network. They

determine how much potential there is for sharing content downstream.

Users

Follower count is an important metric for measuring the performance of a

growing audience on Twitter, but too often its the only audience metric that
marketers focus on. With each new follower gained, the characteristics of
your audience change.

0.5%

200K

207.6K

0.5%

100K

0.4%

0.3%

150K

0.3%

117.1K
72.8K

50K

0.3%
0.2%

77.5K
0.1%

51.8K

0.1%

0.6%

0
@sap

@ciscosystems

@oracle

@ibm

@accenture

This chart, from our Twitter Competitive Analysis, shows total engagement for five brands
with a side-by-side comparison of engagement as % of followers.

0.1%

@sap

@ciscosystems

@oracle

@ibm

@accenture

This chart, pulled from the Simply Measured Twitter Competitive Analysis, shows
how five competitors stack up on Twitter in terms of follower count and growth rate.
17

5. Segment your followers by how they engage

8. Track engaged users who are not yet followers

Segment your followers by how they engage with your brand. Create personas
for followers who frequently Retweet your content, and those who often
mention you on Twitter. Social personas for these users will help you better
understand who your followers are and why they engage with you on Twitter.

Identify users mentioning your brand by name or Retweeting your content

who are not already following you. These users may be unaware of your
handle or are following your followers. Directly Tweet at these users to
encourage them to follow you.

6. Compare your new followers to your old followers

9. Know how active your followers are

Comparing new followers to your previous followers can help you

determine the value of new followers gained and whether youre retaining
old followers as you grow your audience.

7. Segment your followers by location

Are your social goals tied to specific markets? Segmenting follower growth
by location enables you to measure your share of voice on Twitter with
respect to regional markets.

How frequently your followers Tweet indicates how active they are on
Twitter. The more active your followers are, the more likely they are to see
and engage with your Tweets.
Followers by Date of Last Tweet
33%

35%
30%
25%

Follower Distribution By US Metro Area

20%

18%

20%
15%

% of Population

% of Followers

11%

10%

10%

Los Angeles, CA
Chicago, IL
New York, NY
Miami, FL
Atlanta, GA
Houston, TX
Boston, MA
Washington, DC
Las Vegas, NV
Detroit, MI
Dallas, TX
Portland, OR
San Antonio, TX
Tucson, AZ
Fresno, CA

5%

5%

2%

1%

r
Ye
a

>

Ye
a
La
st
1

s
th
La

st

on
La

st

on

th

th
on
tM
La
s

W
ee

ks

k
W
ee
st
La

La
st
2

La
s

t2

ou

rs

0%

This chart, from the Simply Measured Twitter Audience Analysis, shows which percentage of
a brands followers last tweeted within 24 hours, the past week, the past two weeks, and so on.

0%

1%

2%

3%

4%

5%

6%

7%

8%

This chart, taken from the Simply Measured Twitter Account Report, shows where a brands
followers are coming from in the U.S. by percentage of followers and percentage of population.

18

5 ways to measure
Twitter share of voice beyond brand mentions

2. Segment share of voice by location

Share of voice is one of the most regularly used buzzwords in social media
measurement, but are you getting the full picture? Theres more to it than
brand mentions.
There are ways to measure not just your current share of voice, but
how different types of conversation impact your share of voice relative
to competitors.
Lets look at some different ways to measure how share of voice impacts
brand perception, regional markets, site traffic, and more.

1. Measure keyword share of voice

Share of voice by location can indicate which regional markets are most
aware of and engaged with your social brand presence. Regional share of
voice data can be helpful for distributing relevant content, and planning
location-based social media efforts.

3. Identifying conversation overlap with competitors

The percentage of overlap in competitor conversations measures how

frequently your brand is mentioned in Tweets that also mention competitors.
Overlap in Competitor Mentions vs. Share of Voice

Measuring your brands share of voice against specific keywords provides

context for how users discuss your brand compared to your competitors.
Depending on the keywords being compared, you can gain insights related
to specific product categories or brand attributes. This data is particularly
useful for measuring the performance of initiatives aimed at building
product awareness or shifting consumer perception of your brand.

@kia

@honda

6%

Competitor Overlap

@toyota

@Nissan

10%

20%

@toyota

14%

34%

0%

100
90
80
70
60
50
40
30
20
10
0

@honda

38%

Share of Voice

Keyword Share of Voice Within Brand Mentions

@nissanusa

@kia

21%

30%

40%

50%

41%

16%

60%

29%

70%

80%

90%

100%

This chart compares how many times Nissan, Kia, Honda, and Toyota were each
mentioned within Tweets that include the chosen keywords.

m
ic
Ec
on
o

e
bl
ia
Re
l

Co
st

d
ee
Sp

ty
fe
Sa

rid
yb
H

St
yl
e

SU
V

er
w
Po

Se
d

an

This chart shows the amount of competitor overlap in Tweet mentions that each brand experiences,
as well as the share of voice each brand is experiencing.

Conversation overlap can measure how uniquely your brand is being

discussed, while also pointing you towards conversations about you and your
competitors you should be aware of and even take part in. A small degree of
overlap can indicate brand loyalty or unique product discussion, while a high
degree of overlap signals frequent brand comparisons, which are typically
seen between highly competitive brands.

19

5. Track hashtag adoption

4. Measure share of voice for online properties

Segmenting Tweets that link to your website and the sites of your
competitors enables you to measure the share of voice responsible for
driving traffic to your website. The share of voice for your online properties
can serve as a performance indicator for how shareable your site content
is and how well social media accounts and marketing efforts have been
integrated with your site.

Many brands have hashtags they routinely use to provide context for
specific conversations. Comparing share of voice for your brands primary
hashtags with those of your competitors can reveal how successfully your
hashtags are being adopted and reflect your brands ability to shape the
way others discuss your brand.

Distribution of Links to Brand Sites

70

All Links

@nissanusa

@kia

CES Year/Year Twitter Comparison: Days 0-1

@honda

Tweets from 2014

@toyota

60

Tweets from 2013

Tweets from 2012

9.0K
8.0K

50

7.0K
6.0K

40

5.0K
4.0K

1.0K

This chart shows how many Tweets mentioning each of the compared brands included links to the
brands sites, a worthwhile method of determining the shareability of brand site content.

AM

PM

PM

12

:0

0
:0
10

PM

PM

PM

00
8:

00
6:

00
4:

00

PM

DAY 1

2:

AM

:0
12

AM

:0
10

00

AM

8:

AM

00
6:

00

AM

4:

00
2:

AM

PM

:0
12

PM

PM

PM

PM

:0
10

00
8:

00
6:

00
4:

PM

00

DAY 0

2:

AM

:0
12

AM

AM

0
:0
10

00
8:

AM

AM

00

00

6:

12

:0

5/
1/

20
5/ 14
2/
20
5/ 14
3/
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5/ 14
4/
20
5/ 14
5/
20
5/ 14
6/
20
5/ 14
7/
20
5/ 14
8/
20
5/ 14
9/
2
5/ 01
10 4
/2
5/ 01
11 4
/2
5/ 01
12 4
/2
5/ 01
13 4
/2
5/ 01
14 4
/2
5/ 01
15 4
/2
5/ 01
16 4
/2
5/ 01
17 4
/2
5/ 01
18 4
/2
5/ 01
19 4
/2
5/ 01
20 4
/2
5/ 01
21 4
/2
5/ 01
22 4
/2
5/ 01
23 4
/2
5/ 01
24 4
/2
5/ 01
25 4
/2
5/ 01
26 4
/2
5/ 01
27 4
/2
5/ 01
28 4
/2
5/ 01
29 4
/2
01
4

4:

AM

0
0

10

2.0K

00

20

3.0K

2:

30

All Times PST

This chart compares three consecutive years of Tweets using the Consumer Electronics Shows
branded hashtags. When trended over the same amount of time, were able to identify growth
trends and determine the events that caused specific spikes and drops in activity.

20

Media Types in Tweets

Potential Impressions Per Tweet
2.3M

2.1M

How to measure by content type

20.9

Pics or it didnt happen. Thats the general rule when dealing with a
friend who went fishingor to Vegas. It might as well be the motto for
social media, too. Visual content has become more and more impactful
as a way to reach potential customers, fans, and followers. But with so
many options, services, and types of visual content, how can you tell
what works best?

Measure engagement by content type

The starting point for your Twitter content analysis should be content type.
Are photos, videos, links, or Tweets that include none of the above more
successful? Measure the engagement as well as the number of Tweets
youve sent for each content type. This will give you a solid understanding
of where youre strong, where theres room for improvement, and which
content type makes users engage with your brand.
Brand Tweets by Content

Other Photos

Other Links

12

Posts

30

Posts

Posts

content of each type, the engagement per each Tweet type, and the number of impressions per Tweet type.

Next, identify which service helps your brand see the most success.
Do Vine clips perform better than YouTube videos? Are Instagram pics
as successful as Twitpics?

Measure competitor success by content type

Measure your engagement against your competition. Where are other

businesses in your industry finding success? If theyre seeing much higher
engagement with photos, you can perform a content analysis to find out
what theyre doing with their photos that you might be missing.

Normal tweets
780 tweets [74% of all sent tweets]

s
el

Photos
2 interactions [4.1% of interactions on all sent tweets]

ch
o

ic

eh

ot

ci
e

r..
.

er
at
tc
on
hy
@

sp

gi

tw
@

th
eb

es

nw
lto

ns
id

t..
.
es

ld
or

ay
hi
@

ho
l

id

db
oo
w

...

n
in

uz

nt
tti
rio
ar
m

no
n

BEST PERFORMANCE: @marriottintl

lin

This chart, available in the Simply Measured Twitter Account Report, shows each type
of Tweet alongside the engagement that Tweet type received.

CONTENT TYPE PERFORMANCE

MOST COMMONLY POSTED

lto

14.8

Normal Tweets

Photos
6 interactions [4.5% of interactions on all sent tweets]

hi

573

Links

MOST ENGAGING CONTENT TYPE

st
ar

72.3

Videos

0.8
0.7
0.6
0.4
0.3
0.2
0.1
0.0
-0.2
-0.2

Normal Tweets

YouTube/Vimeo

Photos

47.3

27

Posts

Links

Engagement per Tweet

188.3

25

Instagram/Path

4.5

This chart gives a full picture of a brands Tweet content types over a given period: how many Tweets included

Engagement per post

Videos

Vine

1.8M

Type Comparison: Engagement on Brand Tweets (size of bubble = number of posts)

72

Photos

2.1M

27.8

14.8

Posts

81.4

2.1M

Measure engagement by media type

Here are some quick ways to analyze your visual content and create
a strategy based on past success.

Tweets Sent

Engagement per Tweet

This chart, from the Simply Measured Twitter Competitive Analysis Report, compares the performance of
photos, videos, links, and normal Tweets based on engagement, posting frequency, and performance level.

21

6 types of analysis for timing your Tweets

2. Compare competitor engagement

Because the lifespan of any given Tweet you send is limited, its important
to determine when your audience is most active to find the best times to
share your content.

3. Measure organic mentions

Do you know how timing impacts the performance of your Tweets? There
is no universal best practice. The ideal times to Tweet are unique to your
brand audience and the type of content that you deliver.

There are steps you can take to understand when to Tweet and when to
engage your followers through different types of content.

1. Analyze your top Tweets

Analyzing your top Tweets is a good starting point for identifying the best
times to Tweet. Identify which times are most commonly associated with
top-performing content. Viewing your top Tweets by time of day displays
when your brand delivers its most successful content.
Top Performing Tweets
All Sent Tweets

Top Performing Tweets

Comparing the distribution of your competitors engagement by day and

time will also help ensure that you dont overlook opportune times to Tweet.
Examining the content strategies of your competitors can clue you in to
successful post times you may not have experimented with.
Measuring mentions of your brand, your handle, or hashtags can help you
identify peak times for organic engagement with your brand. This approach
gives you insight into user activity that isnt biased by when your brand
Tweets. Measuring organic mentions over an extended time period, and
taking care to avoid events that bias posting times, can reveal when users
choose to engage with your brand.

4. Know where your audience is

Knowing where your audience is located can help you identify when theyre
most likely to be active online. Viewing a distribution of your audience by
time zone can give you an idea of when theyll be starting their day, taking
lunch breaks, and going home at night. The more broadly your audience is
distributed, the larger window you have to post and the greater the need
to tailor content that appeals to regional audiences.
Followers Top Time Zones

14
12

40%

10

35%

36%

30%

25%

All Times EDT

This chart shows when a brands Tweets were sent and which
Tweets performed best in terms of engagement during one day.

PM

PM
11

PM
9

10

PM

PM

PM

PM
8

PM
4

PM

PM

PM
3

AM

AM

PM
12

11

AM
9

10

AM
8

AM

AM

AM
7

AM

10%
AM

15%

0
AM

20%

AM

Volume of Sent Tweets

16

13%

12%
8%

5%

5%

3%

3%

0%
(GMT-05:00)
Eastern Time
(US & Canada)

(GMT-06:00)
Central Time
(US & Canada)

(GMT-08:00)
Pacific Time
(US & Canada)

(GMT-05:00)
Quito

(GMT-04:00)
Atlantic Time
(Canada)

(GMT-10:00)
Hawaii

(GMT-07:00)
Mountain Time
(US & Canada)

2%

2%

1%

(GMT)
London

(GMT-07:00)
Arizona

(GMT+01:00)
Amsterdam

This chart shows the percentage of a brands followers that come from each relevant time zone.
22

5. Monitor current engagement trends

6. Segment content types by time of day

Viewing engagement by day and time is an excellent way to determine which

days and times are most effective for your brand. Viewing this data over weeks
or months, excluding engagement outliers and paid Tweets, and making a
point to experiment with when you post, can help you avoid biased data.

Segmenting engagement for key content types can help you determine
when certain types of content are more likely to drive engagement by time
of day and day of the week. For example, you might find that posts with
calls to action receive better response during peak times, but that content
designed to entertain followers successfully drives engagement during
weekends or off-hours.

Mentions and Brand Tweets by Day and Time

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

1.6K

This chart, taken from the

Simply Measured Twitter Account
Report, shows the number of
Tweets sent by a brand in relation
to the number of times a brand
was mentioned by both hour
and day.

Mentions

1.4K
1.2K
1.0K
800
600
400
200
0

Brand Tweets

60
50
40
30
20
10
0
12 AM

3 AM

6 AM

9 AM

12 PM

3 PM

6 PM

9 PM

Time of Day

23

ADVANCED ANALYSES
So youve got the basics down, but now you need to assess the ROI on
your time spent engaging Twitter followers and building brand awareness.
Its time to look at how your social strategy impacts overall bottom line by
turning Twitter followers into paying customers.

Measure how sent Tweets are amplified throughout your network,

expanding potential impressions and reach before funneling down to visits
on your site. Since getting users to your site is just the beginning, configure
goal completions to measure actions visitors took after reaching your site.

At this stage, youll need to consider your social strategys effects on your
sales funnel how those Tweets sent relate to measurable web actions like
downloads or purchases. In addition, if your brand uses a customer service
account, youll want to find out how quickly issues are resolved and where
you can improve your social customer service strategy.

What you have now is the ability to attribute site visits, campaign submissions,
and purchases back to specific Tweets. You can see what content is
responsible for helping your brand complete specific goals using Twitter.

2,167,743

80

150

60

100

40

50

20

2/

27

1. Combine Twitter activity and your sites conversion funnel

in Google Analytics

200

/1
4

Twitter Potential Reach

100

307

How do Tweets that resonate on Twitter funnel down to site visits and
ultimately to conversions?

Visits to Site

0.01%
CTR

Total Visits from Twitter

Tweet Driving the Most Visits

307

Are you a data geek with a passion

for writing and social media? You
dont want to miss this opportunity:
http://bit.ly/xshu6G/
simplymeasured...

Visits from Other Sources

0.02
Conversions per Visit

27,129

36 Visits +1050% than Avg

Goal Completions

This chart, taken from the Twitter Traffic Analysis Report, shows how one
brands Twitter activity converted to site visits.

24

Visits From Twitter

Lets take a look at three measurement tactics you can use to start
converting your Twitter engagement to website traffic.

1.19

Impressions per Person

120

250

3/
5/
14

2,581,260

Visits

3/
4/
14

@ Mentions Link Mentions

Twitter Potential Impressions

Tweets with Link

300

3/
3/
14

Retweets

78

3/
2/
14

Sent Tweets

Optimizing Tweets for website traffic is not always easy or obvious.

Pairing Twitter referral traffic with Tweets linking to your website provides
a much more powerful lens than looking at trended Twitter visits on their
own. Combining Google Analytics with Twitter data allows you to see not
just how much referral traffic youve received, but how many Tweets it took
to drive those visits.

1,064

/1
4
3/
1/
14

98

28

Tweets & Visits to Site

2/

Youve undoubtedly spent hours crafting Tweets for your brand, but once
they hit the feed you may wonder how to measure performance for posts
designed to get users to your website?

Twitter Activity Funnel

Tweets with Links to Site

3 ways to optimize Tweets for website traffic

2. Analyze content and calls to action based on website metrics

The goal is to optimize content that draws users to your website. You
optimize your content calendar to meet engagement goals, so shouldnt
you also optimize for site visits?
Tweets that Drove Traffic

Size of bubble = Avg Time on Site (in seconds)

Are you a data geek with a passion for writing...

Retweets

5
4

Yup. RT @KevinSaysThings: Attention tech-sa...

Whats your favorite Excel function? If you have...

59% of top brands are using instagram. Is yours...

You guys, were hiring a content manager!

0
0

10

15

20

25

30

35

40

45

Pretty much. RT @KevinSaysThings: Attention...

Visits
This chart shows a brands top Tweets and how much user time on the brands site those Tweets led to.

Dive into the top Tweets to see whats working. These are the Tweets
linking to your site and the top content responsible for visits from Twitter.
Analyze which audiences were targeted and what was included in Tweets
that motivated users to click through to your site. Determine which calls to
action work best.
As you begin to take a holistic approach to your digital brand presence,
start incorporating existing practices for mobile, search, and display into
social. When driving users to your site, choose your keywords and calls
to action carefully. Expanding these practices to incentivize site traffic will
improve your outreach tactics moving forward.
25

3. Discover website influencers

Who is driving traffic to your website? Identify which users link to

your site and why.
Top People Sharing Links to Your Site
By Number of Tweets

facetweet1388

26

seo1302

24

hoot1388

Top People Sharing Links to Your Site

simplymeasured

Cygfred

By Visits per Tweet

73

KevinSaysThings

14

otis

13

simplymeasured

Top People Sharing Links to Your Site

By Number of Visits

12

dacort

simplymeasured

12

otis

12

ElvisMoyaTTU

owenblacker

5
5

ElvisMoyaTTU

dixxieland

TwitLimericks

owenblacker

AndyLlyodGordon

pigebak

dixxieland

jakeludington

marramalho

AndyLloydGordon

KevinSaysThings

kmmpatke

jakeludington

5ense

KevinSaysThings

5ense

zdeluca

ninoscam

KatHolmlund

adamshostack

gabejoynt

zdeluca

paulabraconnot

adamshostack

dacort

danbrookman

tabithagold

_vio_

mattisranting

resourcewater

paulabraconnot

JuritaKruma

This chart shows which Twitter users are driving the most traffic to a site via link-sharing

Understand where your traffic is coming from. Are your own Tweets the
primary driver for traffic to your site, or are others directing traffic for you?
By creating more engagement with your Tweets, youre encouraging others
to link to your site.
Explore user profiles that are successful at driving traffic, especially those
that frequently share Tweets linking to your site. Those users likely have
audiences with particular interest in your brand. Discover which content
resonates with these audiences, whether its products, promotions, or
industry thought leadership.
26

4 ways to improve customer service measurement on Twitter

In a recent study, we found that 34% of top brands now have a dedicated
Twitter account for customer service. While Twitter programs are typically
owned by the marketing/PR department, customer service is a key secondary
activity. Many brands are investing in solving customer problems via
Twitter. When efforts are shifted from marketing to customer satisfaction,
measurement strategies must also change to effectively evaluate performance.
It is important that your brand establishes a customer service-specific
approach to measurement. Weve outlined four strategies to help you do just
that, using BrandX as an example.

1. Measure end-to-end performance

Brands need to ensure that they are measuring success throughout the
entire customer service process.
Twitter Customer Service Workflow
How many times
was our brand
mentioned across
profiles?

Often a brands Twitter presence consists of more than one branded Twitter
handle. For example, a brand might have a primary marketing handle and
a dedicated customer service handle. For big brands, multiple marketing
handles might rely on one dedicated customer service account.
Coverage by Account
25k

Total Mentions

Total Replies from @BrandXCustomerService

19.6k

20k
15k

14.5k

10k
5k

3,176
928

How many times

did our CS Account
send a reply?

0
How many unique
people did CS talk
with?

How many high volume

issues were addressed?
(4 or more responses)

28,334

4,104

2,263

92

91%

14.5 %

2,343

1.54

Percent of all responses

were from CS

Percent of Total
Mentions with CS
Responses

Avg. Followers Per

Person Engaging

Avg. Number of CS
responses per user

Total Mentions

2. Capture complete coverage

CS Responses

Unique People

Complex Cases

18.7 mins.
Average Response Time

Sunday
Most active Day of Week

11:00 AM
Most Active Time of Day

This chart, taken from the Twitter Customer Service Analysis Report, is a high-level summary
that walks through the customer support process. It provides a period snapshot that can be
used for benchmarking customer service KPIs and optimizing overall performance.

Quick response times and a high response rate are key to optimizing
performance, but there is room for improvement if brands are experiencing
a high volume of complex cases, or unexpected changes in the percentage
of support responses being sent.

@BrandXCustomerService

@BrandX

This chart displays the total mentions for Brand Xs primary marketing handle, @BrandX, and its
customer support handle, @BrandXCustomerService. The 14.5K mentions of @BrandXCustomerService
indicate that @BrandX is directing replies to the dedicated customer service handle and
shows that many customer support issues are making it to their intended destination.

By measuring customer service activity across multiple accounts, brands

can determine how support resources are being allocated and measure
customer response times specific to each account.

27

3. Focus on core customer service KPIs

Measuring customer service performance on Twitter requires a different

set of KPIs from those associated with marketing performance. Follower
and engagement growth are standard marketing KPIs. However, support
handles should view these metrics as potential red flags rather than account
management success.
When it comes to customer support, the goal is to respond to and resolve as
many customer service issues as possible, as quickly as possible. The KPIs that
matter most are response rate and response time.

Brands should identify a target response rate and set goals for improvement
by conducting ongoing monitoring and competitor benchmarking.
Once a consistent response rate has been established, it can act as a good
indicator of whether a brand has the resources to scale customer service to
meet increases in customer demand.
% of Mentions With @BrandXCustomerService Replies

% of Mentions With @BrandXCustomerService Replies

Minutes per Response (Goal)

Avg. Time per Response

90
80

50%

70

45%

60

40%

50

35%

40

30%

30

25%

20

20%

10

15%

/1
30

5/

/1
29

5/

/1
28

5/

/1
27

/1
26

5/

/1
25

5/

5/

/1
24

5/

/1
23

5/

/1
22

5/

/1
21

5/

/1
20

/1
19

5/

/1
18

5/

5/

/1
17

5/

/1
16

5/

/1
15

5/

/1
14

/1
13

5/

/1
12

5/

5/

/1
11

5/

14

/1

10

5/

14

9/
5/

14

8/
5/

14

7/
5/

14

6/
5/

14

5/
5/

14

4/
5/

3/
5/

14

2/

1/

5/

5/

5%

14

10%

This chart shows @BrandXCustomerServices daily average response time for May 2014.
4

/1
30

5/

/1
29

5/

/1
28

5/

/1
27

5/

/1
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/1
25

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5/

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4/
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3/
5/

2/

1/
5/

5/

14

0%

This chart shows the percentage of total mentions that @BrandXCustomerService

responded to in May 2014.

Keep in mind that not all brand mentions are customer service-related,
and of those that are, not all warrant a response. The nature of customer
engagement on Twitter varies for each brand.

Goals for response time must also be established through monitoring

and benchmarking.
But response time isnt a standalone metric. Response time can falsely
signal success if brands are simply responding quickly to recent issues and
ignoring aging issues.
Response time and response rate must be measured in tandem when
analyzing overall customer service performance.

28

Twitter Account Activity By Hour

@BrandXCustomerService Replies
50

Influencer Tweet

10

:0

PM
00
8:

00
6:

00

00

4:

12

:0

AM
10

:0

AM
00
8:

00
6:

00
4:

PM

PM

10

500

PM

1.0K

PM

15

PM

20

1.5K

AM

25

2.0K

AM

30

2.5K

AM

35

3.0K

AM

40

3.5K

This chart displays @BrandXCustomerServices account activity by hour in May 2014.

29

Response Time (In Hours)

45

4.0K

:0

Identifying trends that capture complete coverage and focus on core

customer service KPIs can be very useful for spotting issues and making
decisions regarding resource allocation.

User Mentions
4.5K

Mentions & Replies

Mentions peaked at 6:00PM after an angry customer Tweet was heavily

Retweeted. Improved response time indicates that @BrandX was quickly
engaging where it could, but likely avoided mentions it did not think were
worth responding to.

Response Time

5.0K

12

The 6:00PM spike in user mentions deserves attention. Replies did not scale
with the increased mentions, although response time was improved.

Business Hours

2:

The trended view above makes it possible to quickly identify whether

customer service response scaled with brand mentions. It also clearly
shows patterns in response time.

00

Aggregated data can be very useful for identifying ongoing customer

service trends.

2:

4. Identify ongoing trends

5.0K
4.0K
3.0K
2.0K
1.0K

Follower growth

4
/1
24
7/

4
/1
23
7/

4
/1
22
7/

4
/1
21
7/

4
/1
20
7/

4
/1
19
7/

/1

/1
17

This chart, taken from the Simply Measured Twitter Account Report, shows a brands number
of followers added side-by-side with the brands total follower count over a week.

The easiest way to tell if your campaign had a meaningful impact is

to look at follower growth and how it correlated with your campaign
timeline. Did spikes in follower growth line up with key messaging from
your campaign? Did influencer involvement drive a significant increase
in new followers? Theres a lot of information that can be gleaned from
follower trends, including something we call campaign lift. Was there
a sustained increase in your follower growth rate after the campaign was
over? Be sure to take that into consideration. If you saw a massive peak
in fans and then a quick return to normal, you may need to reevaluate
some of your campaign tactics.

30

Followers

232K
230K
228K
226K
224K
222K
220K
218K
216K
214K

7/

As you dig into your Twitter analytics to unearth these insights, there are
several key metrics that can help you better understand your campaign.

Total Followers

6.0K

Its important to conduct a post-mortem analysis to determine what you

did wrong, what you did right, and what you can do next time to improve.

Followers Added

18

Youre going to want to know if your efforts were worth it. Did your
campaign result in an increase in customers, better brand awareness,
or more engaged users? These are important questions in determining
whether your efforts are worth repeating.

Total Account Followers

7/

Youve spent countless hours preparing, strategizing, and planning for your
Twitter campaign. You put your plan into action, worked overtime making
sure it was executed properlyand now youre pretty sure it went well. But
in an industry that focuses on measurable goals through specific metrics,
pretty sure isnt good enough.

Followers Added

How to tell if your Twitter campaign actually worked

Web traffic

Engagement

While follower growth can give you some great insight and set a barometer
for campaign health, one of your main goals was most likely to get followers
involved. Examine the engagement trends surrounding your campaign
both before and after to determine your campaign lift for engagement.
Set a wide sample set with at least twice the time of your campaign period
to use as a benchmark for standard engagement. If users didnt respond to
your messaging, you need to understand why. What can you do better? If
they did respond positively, you can analyze key points from your outbound
content that kept them involved.

Brand Tweets and Engagement

300

45

Brand Tweets

Total Engagement

40

Viewing Twitter data and Google Analytics data in tandem is the most
concrete way to tell if your campaign worked. If you can determine the
actual site traffic driven from your efforts and, in turn, the goal completions
driven by your Twitter activity, you can determine a base-level ROI for your
Twitter campaign. While it may not reflect residual brand awareness and
later referral traffic, it can set the tone for future campaigns.

Twitter Activity Funnel

6

98

Sent Tweets

Retweets

@ Mentions Link Mentions

Twitter Potential Impressions

25
150
20

Total Engagement

200

30

1.19

Impressions per Person

2,167,743
Twitter Potential Reach

307

100

15

78

2,581,260

250

35

Visits to Site

10

0.01%
CTR

50
5

0.02
Conversions per Visit

Goal Completions

14

14

31
/
7/

29
/

4
7/

14

1/
1
72
7

25
/
7/

14

14

23
/
7/

14

21
/
7/

14

19
/
7/

14

17
/
7/

14

15
/
7/

14

13
/
7/

11
/
7/

7/
9/
14

7/
7/
14

7/
5/
14

0
7/
3/
14

0
7/
1/
14

Brand Tweets

1,064

This chart shows how one brands Tweets correlated to engagement over a month.

This chart, from our Twitter Traffic Report, ties in one brands Twitter data with its Google Analytics
data to show how campaign efforts translated to actual website visits and goal completions.

31

Impressions & Reach

Influence

When running any kind of campaign, your goal isnt to simply reach people
its reaching the right people. How influential was the audience you
engaged? Not only can this be valuable insight for your campaigns success,
it can give you targeted goals and opportunities for future campaigns.

Twitter Influencers

SPIEGELONLINE

89

450K
400K

moreira_osman

33

BigBoi

748.4K

GameOfThrones

88

DamienSeuzaret

31

John_Wall

726.9K

exclaimdotca

88

stinglove002319

29

GameOfThrones

Applebees

88

PierrickLM

28

JonahLupton

546.8K

BrooklynNets

lirrycupcake

27

GoPro

544.6K

XGames

87

Myll_Erik

26

marinapajon

530.1K

pizzahut

87

Rhino_219

25

DefJamRecords

393.1K

BigBoi

86

88

RedBullBOS

23

brentnhunter

369.5K

Jason

86

SmalexTheSkater

22

XGames

317.2K

redbullracing

86

AllejanDR0oo

22

abc_es

299.5K

Dolby

redbullw1ngs

22

redbullracing

253.7K

KeystoneMtn

VulgarDaClown

21

AntonioMartez

242.6K

AtlanticStation

Gabearchambault

20

BrooklynNets

242.5K

SnowboardMag

350K
300K
250K
200K
150K
100K

85

14
0/

14
7/

5/
3

14
4/

5/
2

14

14

1/

5/
2

5/
2

14

8/
5/
1

14

5/
5/
1

2/

5/
1

9/
14
5/

6/
14
5/

14

3/
14
5/

0/

14
7/

4/
3

14

14

4/

4/
2

4/
2

14

1/
4/
2

8/
4/
1

4/

This chart shows one brands most engaged users, most followed users, and top
users by Klout score key information for building a strong influencer base.

14

O
5/

84
83

50K

14

84

4/
1

650.4K

2/

1.2M

89

4/
1

MaciBookoutMTV

Total Reach

500K

DefJamRecords

9/
14

40

2.4M

4/

RaulElcheVettel

RyanSheckler

Total Impressions

Top Users by Klout Score

6/
14

54

Most Followed Users

4/

billxaruto

Impressions vs. Reach

3/
14

Most Engaged Users

The two metrics that tie in the audience of your followers impressions and
reach can be a great way to tell if you were successful. Benchmark against
standard impressions and reach, discover the key reasons for increases
during your campaign, and set the tone for future activity.

This chart shows how impressions and reach relate to one another for one brands campaign cycle.

32

TOOLS
Example reports
Understand the performance of your brands Twitter account

Measure your customer service efforts on Twitter

Answer questions about Twitter account performance and engagement,

as well as followers, mentions, and engagement trends. Dig into the most
effective Tweets and the impact theyre having on your account and audience.

Dive into individual user Tweets, track response rates and times, and
analyze a dedicated customer service handle in relation to your main brand
account to understand your customer service effectiveness.

Twitter Account Report (JetBlue)

Twitter Customer Service Report (Ford)

Twitter Follower Report (StarwoodBuzz)

Multiple Twitter Customer Service Report (Ford)

Twitter Audience Analysis (Tide)

Compare your efforts on Twitter against those on other social networks

Vine Tweet Analysis (chrisbrogan)

Measure your efforts on Twitter in context with Facebook, Instagram,

Tumblr, YouTube, Google+, Pinterest, and more. Compare audience size
and growth, as well as post engagement across all major networks.

Benchmark your brands performance against competitors

Cross-Channel Social Performance Report

Multiple Twitter Channel Analysis (IPG Agencies)

Analyze the audience, content, and engagement trends of any Twitter

account, allowing you to understand your competitive position, relative
performance, and market share compared to your competitors.
Twitter Competitive Analysis (Hotel Chains)

33

FURTHER RESOURCES
Community Management
10 Tips for Crafting the Perfect Tweet
The Meeting Theory: How to Time Your Tweets Down to the Minute
How to Build a Better Twitter Calendar with 3 Good Tests
How to Plan Your Tweets for Engagement vs. Site Traffic

Strategy
Potential Impressions vs. Actual Impressions: Which Should You Measure?
Twitter Advocacy: How One Employee Generated Massive Reach for @ThinkBonfire
Losing Twitter Followers? How to Lower Your Attrition Rate
Daily Data: The 3 Twitter Metrics You Should Track Every Single Day

Cross-Channel Promotion
Instagram and Twitter May Pair Better Than We Thought
Why Cross-Channel Measurement Is a Problem for Social Marketers

ABOUT SIMPLY MEASURED

Simply Measured is a fast-growing team of data geeks dedicated to
making the world of analytics and reporting a better, more beautiful
place. Find out more at simplymeasured.com
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