Question: What is the most important metric to focus on when analyzing your brand's Twitter strategy and why?
"A brand could have 250,000 followers but if those followers aren't engaging with the tweets, then what good are they? A smaller following that is clicking through to read content or replying to tweets is far more important than just the sheer number of followers. Engagement such as click-throughs, retweets, favorites and mentions show that the audience is into what the brand is saying."
Qualified Referral Traffic
"If you're spending time sharing content and engaging with your followers on Twitter, you should know what you're getting in return. For us, referral web traffic is critical. Since most of the conversation surrounds our product line, we want to make sure we're driving traffic to the site at an increasing rate. From there, we can focus on driving conversions and email sign-ups."
"When I'm analyzing a brand or public figure's account, I immediately look at the amount of consumer engagement and compare it to the amount of overall followers. You always want to have a great engagement-to-overall followers ratio. It's important to analyze the posts that perform the best, and then alter your strategy based upon that data."
"Although brand awareness is important as you grow your business, companies should avoid over-investing in social media channels that don't generate tangible returns. Sales, ultimately, is the only metric brands should focus on when spending money on Twitter, Facebook or YouTube. Fortunately, when you partner with the right influencers, social media can be a boon for your business."
"The most overlooked metric on Twitter is potential impressions: the total number of times a tweet COULD appear in users’ Twitter feeds. While follower count shows you direct impact, potential impression shows you the power that your content has had on your followers' followers. If your content is creating viral impact, identify the trend(s) and focus on creating similar content for future posts. "
"If you aren't reaching the correct audience, what are you doing? You need to make sure you are writing posts that your audience wants to read, finds useful and will engage with."
It Depends on Your Goals
"Why is your brand on Twitter? If it's B2B and/or B2C, key metrics are active conversations with followers and clicking of links shared. That should direct followers to your website. If it's to increase brand awareness among targeted audiences, key metrics are the quality (not just quantity) of followers, amount of retweets, and again, active conversations with followers."
Customer Support Ratings
"Twitter is your 24/7 customer support platform. Your ability to leverage Twitter to respond quickly and effectively to customer inquiries and concerns is critical to the success of your business. Therefore, the most important metric to consider when analyzing your brand's Twitter strategy is how your customers are evaluating your overall customer support performance."