Twitter is one of the world’s most popular social media platforms with over 335 million users. It’s no wonder so many law firms want to tap into the potential of Twitter for their own social strategies. The trouble is, most law firms don’t know how to optimize their efforts to get the most out of their Tweets. Fortunately, Twitter has their own analytics interface to help marketers pull and understand data. Here are some of our favorite metrics you can track to help make insightful decisions about your law firm’s Twitter campaigns.
1. Monthly Performance Overview
On the home page, you can get an overview of statistics that include your law firm’s top tweets, top mentions, top followers, and top media tweets.
2. Trend data
This is a KPI that will help firms understand the bigger picture. Taking a step back and looking at trends will help you see how your overall strategies are working.
3. Average performance for benchmarking
Twitter statistics tend to fluctuate daily. That’s why it’s helpful to use averages to understand performance over time. Averages make comparisons easier by allowing you to quickly stack this month against last month, for example.
4. Top 10 interests of your followers
It’s important to know what resonates with your audience. Use these interests as a guideline for content and ideas. You can discover this by logging into Twitter Analytics clicking on ‘Audiences’ in the menu at the very top of the page. Interests will be on the main followers dashboard.
5. Types of engagement
It’s important to know what type of engagement is taking place. For instance, likes are different than retweets. Retweets are a sign of value because someone found what your law firm posted important enough to share with their own audience.
6. Most significant sharers
This is a way to understand who is sharing your content and how much influence they have. It’s also helpful to know this so that you can locate these people and thank them.
7. Engagement rate
The number of engagements divided by impressions. That essentially means it reflects the percentage of people who did something with the tweet out of everyone who saw it. “Engagement” is any time someone clicks anywhere on the tweet, including retweets, replies, follows, favorites, links, etc. To view, visit the tweets dashboard, and look in the far right column in the table of tweets.
8. Twitter Like rate
This will help you discover your best tweets so that you can predict the success of future tweets and see where your best ideas lie. To obtain this figure, divide likes by impressions and format the resulting data as a percentage.
9. Tweet length vs. engagement
What is the optimum length for your tweets? This figure will help you to figure that out. Learn how the length of your updates impact their overall performance and make adjustments in the future. This is not a statistic automatically provided by Twitter, so you will need to do some manual calculations to discern the numbers and then perhaps plot them on a chart for a visual.
10. Tweet reach percentage
Learn how many of your followers you reach, and you can figure out whether you need to reshare posts multiple times in order to hit more of your audience. Since you already have your impression stats, you simply need to divide impressions by total followers.
11. Hashtag comparison
Analyze impressions, engagement, and engagement rate across your popular hashtags. If you keep track of these statistics in a spreadsheet, simply filter by hashtag – along with any other metrics you want to track – and then sort so that you can see the highest performers.
12. Impressions by time of day
You probably have an interest in the times that work best for posting. The best way to get to this information is by using a third party tool like Followerwonk.
13. Clicks, retweets, & replies by time of day
Similar to the metric above, you might need to understand when tweets receive the most of this type of engagement. Using this info, you can see when people are most likely to engage with your content. Use your third party tool and filter by the activity you want to view.
14. Optimum days for engagement
By seeing which day of the week works best for engagement, you will know when to bump up your activity and when to scale back. That way you can take advantage of a more engaged audience.
15. Video completion rates
Video is becoming an increasingly important content type. Knowing this, Twitter created a new analytics dashboard just for videos. This feature is technically still under beta testing, so it will likely change (and improve) in the future, but right now it allows users to see not only the number of videos viewed but how many were completed. Review the number of completed views divided by the total number of video starts to get the completion rate.
It’s essential that law firm marketers analyze performance across social media channels to optimize their efforts and increase engagement over time. Learning how to track the right Twitter metrics will help you make better decisions on what to post, when to post, and which hashtags are best. In our experience, engagement rate is the single most important thing to track, but all of this data can provide insight that will help you optimize your law firm’s Twitter performance.
Do you need help driving real business results through social media? Our social media offerings can be customized to your law firm’s needs and realities. In addition to social media management, we offer social media consulting and training for our clients. Contact us today for a free consultation.