Twitter has become one of the world’s preeminent platforms for hosting online conversations, with the company reporting over 217 million daily active users worldwide in 2021’s Q4. These conversations cover everything from politics, to sports and entertainment, to brands and products. And as the discussion around brands has shifted to Twitter, it is imperative that companies understand how to analyze Twitter stats to proactively drive brand engagement.
What Twitter Stats Matter Most to Brands?
You can track several indicators of brand engagement on Twitter, including:
- Which of your tweets are generating the most link clicks, retweets, likes, and replies.
- The volume and context of mentions of your brand.
- The growth of your number of followers over time.
But these Twitter stats are only helpful if you translate them into actionable branding strategy. Taking this next step involves utilizing powerful AI-based social listening tools and analytics. Let’s take a closer look at three ways harnessing Twitter analytics can help build your brand.
1) Grow Your Audience
Because Twitter conversations have the potential to grow organically as users like, retweet, and reply, it may not take a high volume of tweets to reach a new audience. And research suggests that even a small boost in conversation can have tangible results, with just a 10% rise in conversation leading to a potential 3% increase in sales volume.
However, while a high volume of tweets may not be necessary, it is crucial to understand which kinds of tweets pique consumers’ interests, so you can target the topics and tone that connect with your target audience.
Using social listening tools such as NetBase Quid AI, you can track which tweets about your brand are generating more conversation, but you can also track why the conversation is growing. NetBase Quid uses sentiment analysis, an AI-based tool that analyzes the language in tweets to identify whether a tweet is expressing positive or negative sentiment and even whether it is expressing specific emotions such as surprise, anger, or excitement.
With this kind of understanding in hand, you can create campaigns that grow your audience by speaking to the kind of topics and content that tend to associate positively with your brand. You can also identify audience segments that share the positive sentiment of your current consumers about brand-relevant topics but aren’t yet aware of your brand. For example, maybe your consumers tend to tweet positively about both your brand of snack and the NBA, and you could reach new customers by directing campaigns towards the platforms and discussions populated by NBA fans.
You can also track how customers respond, either negatively or positively, to your competitors. If there is a feature of a competitor’s product that tends to elicit negative discussion on Twitter, you can craft campaigns that emphasize the benefits of that feature in your product. If a competitor is the subject of positive conversation surrounding a particular event, you can target similar events in the future.
Analyzing Twitter stats using sentiment analysis streamlines your marketing approach and grows your audience by targeting the consumers likely to want your product and targeting the conversations that these consumers care about.
2.) Maintain a Following
As your brand grows, it is important to develop strategies that maintain brand loyalty. Twitter provides companies with a very public forum to display effective customer service, addressing the concerns of individual customers while demonstrating a broader commitment to listening to and serving customer needs.
The first step to using Twitter to maintain a following is to create and manage a dedicated customer support handle on the platform. 64% of users on Twitter prefer to contact a dedicated support handle rather than call a business.
Once you have a dedicated support handle, you can use Twitter analytics to identify where support is needed. Social monitoring enables you to keep up with brand mentions as they occur, helping you avoid the negative public attention that comes from leaving a question or concern unaddressed.
You can also take advantage of key Twitter stats such as which of your tweets are generating the most engagement, which tweets that mention your handle are generating the most engagement, and which accounts with a high number of followers are mentioning your brand. Understanding these engagement statistics helps you monitor the growth of your brand over time and build loyalty by joining in on the most relevant customer conversations.
3.) Crisis Management
Most brands will experience a social media crisis at some point, whether it is a negative tweet about a product that goes viral or a poorly timed marketing tweet. Twitter stats help you quickly identify when there is a negative reaction surrounding a mention of your brand, so you can be proactive in your intervention and target the appropriate audience and content.
And once you formulate a crisis management strategy, it is helpful to use Twitter stats to monitor the effectiveness of your intervention. You can track how sentiment is changing as you implement different responses. This information not only helps you adjust strategy on the fly; it also helps you construct a more effective approach to crisis management in the future.
Whether you are reaching out to new audiences, serving your loyal customers, or proactively managing a crisis, Twitter stats are an invaluable tool to help build your brand.