Using Twitter goals to achieve your marketing objectives

November 13, 2019

We all seem to be using social media more and more everyday. Early at 7 in the morning you hear your alarm and right after you find yourself scrolling through Twitter. Therefore, we have written a blog where we guide you through the metrics provided by Twitter, where you will get a wide view of the marketing efforts of your company. With these, you can optimize your campaigns and ease the success in the achievement of these specific goals.Let’s review some of the metrics that Twitter has for our use as social media managers and how to use them to set Twitter goals.

10 Twitter metrics to set up goals

1. Clicks on Links

With this metric, you are able to see how many users have clicked on the links you have shared on your posts. It is being measured per day so that you can get an illustration of which days are most engaging in every month. You can also see in which of the days you overcome a negative trend. By looking at the change in numbers in this metric, you can recognize trends on topics. You will be able to use them to adapt future content that you will be sharing on your twitter page. You can set Twitter goals for your team such as the following:

2. Engagement rate:

By keeping up with this metric, you can know if your followers find your tweets interesting. Engagement refers to several things, such as likes, retweets, clicks, and replies. Depending on what you get out of these metrics, you can decide what you should do. Changing the attitude that you have towards your audience might help on increasing the engagement rate.
You can also select a period where you will be able to see the visuals and frequencies of the tweets you’ve posted. With this metric, you will be able to know how your audience perceives the posts. The engagement rate will show how effective your post was interaction wise. With the engagement rate, you assure that the content you’re providing is relevant to the users. After you meet the deadline you have set for your SMART Twitter goals, it would be good to track the data and see how it has affected the company’s marketing. Then use this data to change the marketing strategy.

3. Impressions

With this metric, you will be able to see how many users have seen the content you have shared in your tweets. It is defined as the number of times the users have seen a specific tweet. Here, if you select a specific period, you will be able to compare the success of different Tweets. The impressions move alongside the Engagement rate as the number of impressions will rise if your tweet is receiving shares or comments. Even when someone is searching by the hashtag it is going to have a positive effect on the impressions rate. Thanks to this metric you can compare content and find out what works best for your company. Then set SMART Twitter goals for your team such as:

4. Top 5 tweets

Here you will be able to see a ranking of which Tweets have had the most engagement listed from 1 to 5. Thus, you can see in-depth the visuals and texts you have used for the most successful tweet as well as its details. Afterward, you can adapt your approach to future posts. These following twitter metrics can make a more significant impact if they are being used together. With this metric, you will get a better understanding of what is being well absorbed among your Twitter followers.

5. Results rate

The results rate of your company’s campaign is being tracked under the previous set goal. You can make use of percentages to assess if your strategy is on track or it needs you to adjust it. With this tool, you’re also able to get a daily review of the performance of your Click Rate. This way, you could get an overall visualization of the most relevant metrics.We recommend that you set SMART Twitter goals for your company and that you track their performance and progress. You will be doing it to identify weaknesses as well as opportunities. For example:

6. Top 5 interest of followers

You should base your Twitter marketing strategy on the interests of your audience on that platform. Here, Twitter includes data such as demographics or gender on the top 5 interests. The interest in gender will vary according to other factors. You should also consider other things such as the language and country of your followers. You can use all this information collected for creating the right content at a later point in time.

7. Number of followers:

It is important to know how many followers you have either gained or lost during a period. You as a company want the number of followers to always increase.

You can check this by comparing it with the previous periods. If you are not happy with the result, you need to check what is wrong and why it is decreasing. Then you need to set your team and then work towards increasing it. The amount of followers is important for your social media strategy as you will have more chances of reaching more people with your posts. You can have SMART Twitter goals for your company, for example:

8. Hashtag performance

Twitter was the first Social Media to use hashtags and ever since then, they have changed the way users look for content on their platform.
Identifying the performance of specific hashtags is of critical importance because this knowledge could be used when setting new hashtags for new tweets. These will need to match the interests of your audience. You should pay attention to which are your most used hashtags and compare them to the ones that got the most engagement. By comparing different hashtag performance, you can pick out the ones that have the most success and use them to build more relevant posts. You can set Twitter goals for your team like the one below:
 Metrics specific to paid-ads

9. Cost Per Thousand (CPM)

Using Cost Per Thousand, you can find out how much your company is spending per 1000 impressions on paid ads. Twitter as a platform has over 200 million active users. You  should consider this an advantage as there is a high potential to reach your target audience by using it. This is why you should include Twitter in your social media strategy.
There are many options that twitter offers on advertising. By choosing one of them and setting a specific goal for that campaign, and differentiating it to several teams of your company, you can track progress and performance towards that goal. According to the data obtained, you can write specifications for the average amount that your can spend daily for the marketing efforts. This way, you can set a Twitter goal of the greatest amount you’re willing to pay per 1000 impressions for example:

10. Cost Per Result

With CPR you can identify how much your company is paying for specific engagements that users take while interacting with your ads. By selecting exact periods, you can also compare relevant data. For example, you can compare the average amount spent per day on the current period with the one before. You can also get a deep insight into your campaign spending strategy, where you will see the campaign efforts as well as its results. By looking at it, you can set Twitter goals for your team, for example:
When it comes to social media marketing, no strategy will fit all campaigns, yet knowledge can ease the process. By tracking the mentioned twitter metrics, you can get really relevant and helpful data. This can be crucial for a successful campaign. The reason for this, is that it’s more likely that you will be sending the right message to the right people at the right time.If you liked this article and our recommendations, subscribe to our newsletter. Here we have weekly articles for businesses.

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