5 Twitter Metrics That Will Reshape Your Content Strategy

Trying to figure out how to get more people to follow your Twitter account and reply to your tweets? Twitter’s robust analytics platform can help you get a better understanding of who your followers are, what they’re interested in, and how you can shape your content strategy to engage them more. 

The Tweet Activity Platform is available to all users, but you must log onto http://analytics.twitter.com/ with your username and password to turn it on.  Once you’ve logged in, you’ll find a wealth of analytics tools to help you understand just how effective you’ve been in reaching and engaging the Twitter audience.  Analytics are updated in real-time, so you can adjust your messages immediately. 

These five metrics provide useful insight to shape a more targeted Twitter content strategy. 

1.  Account Statistics  

On the home page, you’ll get an overview of the last 28 days of activity on your Twitter profile. These top-level metrics give a birds’-eye view of your performance, including how often your profile has been viewed, how frequently you’ve been mentioned and if you’re showing steady growth in new followers. 



2.  Tweet Activity 

Click on the Tweets tab to learn which of your tweets are the best performing. Tweets with the most click-throughs and the highest engagement rates can be reposted at different times over the next few days to generate more engagement. 



3.  Audience Insights – Followers 

There’s a slew of interesting data on the Audience Insights tab under the Your Followers drop-down about interests, demographics, lifestyle and consumer behavior. Use the insights from these charts to develop content that most interests your followers. Consider, for example: 

  •  Interests. This chart ranks the percent of your audience interested in a particular topic. Rework your strategy to create more content relating to the top 2-3 interests. 
  • Demographics. Do more men or women follow your account? Homeowners or renters? If you find you have a higher percentage of high school graduates following your account, you may want to promote your job interview skills workshops on Twitter. 


4.  Audience Insights – Personas 

Also under the Audience Insights tab, select the drop-down for “All Twitter Users.” This data is interesting to look at, but not particularly useful. However, you can filter this data and look at specific “personas.” This is useful data for marketers who want to reach specific demographics. 

To see this data, click in the box next to “All Twitter Followers.” Twitter will display several filtering options, including ParentsMillennialsGeneration XBaby BoomersSmall Businesses, and more.  

Let’s see what the profile looks like for Millennials on Twitter. They’re most interested in comedy and music. More than half are high school graduates and are married. Thirty-two percent are in professional or technical fields, and 26% are homemakers. Seventy-five percent are homeowners.  

Now compare these interests to the type of content you’ve been producing. What content can you produce or share to better match their interests? By developing content more closely aligned to these interests, you’ll have a better chance of drawing their attention to your public library.  


5.  Compare Profiles

Another powerful feature is the ability to compare audiences and thus benchmark your performance. If there is a significant gap between Twitter’s persona profile and the profile of your followers, then it’s likely you aren’t reaching the right audience. With this knowledge, you can take steps to develop content that matches your target audience’s interests. 



Twitter compiles its persona profiles based on its own data and several of its partners. Hover your mouse over each heading for more details about the data source.  

Twitter Analytics provides valuable insights into both performance and audience preferences. Use these insights to develop a more effective content strategy. 



About Tiffany McClary

Tiffany McClary is the Director of Communications, Marketing & Outreach for the New Jersey State Library. She coordinates marketing and public relations initiatives in order to enhance the reputation of the State Library, and promote the value of NJ libraries and the services and programs that they provide to residents.