If you are a digital marketer, you should be ready to answer this question: what is your Twitter ROI? There are many companies present on this network, whether more or less actively, but not all know how it contributes to their global marketing objectives: acquiring new clients, increasing the engagement of new content, promoting products and services, developing stable relationships with clients, and, of course, generating more leads and sales.
To be successful in digital marketing, the first thing you need to know is what your Twitter KPIs are. KPIs, or Key Performance Indicators, are key metrics that you should be monitoring to know whether your efforts are successful and when and how you should adjust your strategy to obtain the best results. To make sure marketing on Twitter holds no secrets from you, today I’d like to tell you 7 examples of KPIs to measure your Twitter ROI.
7 KPIs to measure your Twitter ROI
- Number of followers. Simple, right? This KPI is simply the number of unique users that follow your brand. We recommend you watch not only your own but those of your competitors also. In time, you can build a growth graph and relate different events and publications with growth spikes. Don’t forget to track the number of people who unfollow you also (if a lot of people suddenly unfollow you, you may have messed up a little bit) and keep an eye on the quality of your followers as well: sometimes one influencer is better than a dozen users who never post anything.
- Ratio of followers and followed. Get out your calculator and divide the number of unique users who follow you and the number os users you follow. Even though there is no magic formula, try to avoid following many more accounts than the amount who follow you, as it does not give a very professional impression. And as always, check out your competition to see how they’re doing it.
- We recommend you track both the average number of retweets per tweet as well as the tweets that generate most retweets. If there is one type of specific content or topic that are particularly successful when it comes to generating rewteets, be sure to make the most of it!
- Replies and mentions (@). Just like with retweets, this KPI gives you an idea of the level of interaction with your brand. What type of content generates more replies? Are users interacting with you more and more as you develop your presence on Twitter, or, on the contrary, are they losing interest?
- Mentions of the brand. On Twitter, it’s not just what’s happening on your account that matters, but you should be just as present in the gossip of others. Use specific tools to see how often your brand, your products and your services are mentioned on Twitter. As usual, don’t forget to compare it to your direct competition.
- Mentions of URLs. The same as above, but with your website’s URL. Try to relate the number of mentions to the visitors on your website.
- Ratio of clicks on URLs. Measuring this KPI requires a little extra effort, but it is worth it. Some URL extensions allow you to include tracking codes that allow you to know the ratio between the people who see the tweet with the link and those who actually click on it. Use it for your normal tweets as well as the link on your Twitter bio.