How to Use Twitter Analytics for Law Firms

Any form of analytics can help your law firm’s strategy. Most social media platforms offer some level of analytics, and Twitter’s is particularly powerful. Many people don’t take advantage of them because they simply aren’t aware of their capabilities. Here’s how you can go beyond the basics of your law firm’s Twitter analytics. 

Why Should Law Firms Pay Attention to Twitter?

Many law firms aren’t sure whether a strong Twitter presence is essential. Truthfully, having a strong social media presence across all the leading platforms is essential if you want to boost your firm’s credibility and trust in the eyes of your audience. Twitter’s brand value has grown by 85% in 2022, so most brands would do well to have an optimized and active page.

And in order to properly optimize your page, you must be looking into the analytics. 

What are Twitter Analytics – and Why Should You Care? 

Like most analytics features, Twitter analytics allows you to view and track key metrics. Things like follower gain or loss, impressions, engagement rate, retweets, and more are all available within Twitter’s native platform. The tool is available to all Twitter users, whether they are a business or personal account. 

The best decisions are data-driven, and Twitter analytics gives you access to key information that can guide your marketing strategy. When you have data available, you can get better results across your social media. There are a few specific benefits that accompany Twitter analytics: 

• You can see what your audience really wants. You can find valuable insights into what your audience responds to the most, from subject matter to content types. This can help you to create content that resonates in the future. 
• A stronger ability to track growth. You can track your follower count – whether you gain or lose – over time, and understand trends. Not only is this important for understanding overall performance, but if you see certain peaks or valleys, you can repeat (or avoid) whatever you were doing at that time. 
• Knowing the best times to post. Many marketers are curious about the ideal time to post, but there’s not a one-size-fits-all approach. With Twitter analytics, you can see when you get the most engagement and use those best practices to your advantage. 

What Can You Track with Twitter Analytics? 

Here’s what you can track with the analytics tool. 

The Dashboard page provides a monthly overview of top statistics, including: 

• Top tweet
• Top mention
• Top media tweet
• Top follower
• A short summary of the month’s activity

They also show a variety of graphs that allow you to see trends at a glance. You can set time periods and view impressions and engagement. You can also view information on promoted tweets (advertising) here. You can view the average of: 

• Engagement rate
• Link clicks
• Retweets
• Likes
• Replies

There is also a Video page that shows information for video content uploaded via Twitter’s Media Studio or Promoted Video Ads. Here you can view engagement statistics like: 

• Views
• Completion rate
• Total video minutes viewed
• Retention rate

The Business Insights Dashboard can be tricky to find. Go to the Twitter for Business section and go to Advertising, then Analytics. Then you can scroll to the bottom and click on “View yours now.” This section will provide summaries and tips that can help you improve your Twitter performance. 

11 Analytics You Should Track

Which metrics you keep a close eye on will depend on your firm and your goals. However, we suggest making a point of monitoring these metrics: 

• Impressions – The number of views your tweet received
• Top tweet – The most popular tweet for each month
• Follower gain/loss – The number of followers that you have added or lost over a specific time period
• Top followers – The person with the most followers who recently followed you
• New followers – New people who have recently followed you
• Top mention – The tweet with the most engagements that mentions you (@yourname) for the selected time period
• Engagements – All the interactions that people have had with your Tweets, such as link clicks, hashtag clicks, retweets, replies, etc. 
• Engagement rate – (Engagements ÷ Impressions) = Engagement rate*
• Link clicks – A total of clicks for a time period, or clicks on a specific link
• Replies/retweets – A reply is a direct response to one of your Tweets, whereas a retweet is like a “share” on other platforms
• Likes – The number of people who like your tweets

*What would be considered a good Twitter engagement rate? The average is approximately 0.5% and most industries won’t crack over 1%. Aim to beat 0.5% and chances are you’ll beat out your competition. 

Helpful Twitter Analytics Tools

There are several analytics tools on the market, and a few of them are ideal for Twitter. Here are our favorite tools for growing a Twitter account. 

HubSpot Social Analytics – Not only does HubSpot have posting capabilities so you can schedule your Tweets ahead, but it also has a robust analytics dashboard. You can customize it to your liking and analyze things like engagement, following, number of posts, interactions, clicks, etc.

Hootsuite Analytics – Users like this tool because it brings all of your social media information together in one place. You can take advantage of custom reports, advanced metric tracking, and the ability to schedule automatic analytics reports. 

Tweetview – A Twitter specific tool, this platform lets users create custom searches to track keywords or hashtags. You can also filter mentions by location which can help direct engagement efforts. 

BrandMaxima – This reporting tool provides insight into Twitter trends and hashtag activity. You can analyze your Twitter hashtag performance and find new hashtag ideas, as well as report on geographic or demographic trends. 

Tweepsmap – This is a follower research tool that allows marketers to see what their audience is talking about on Twitter. You can segment by things like location and interest. You can also research various topics to gauge their popularity in different areas. 

Takeaway: 

Whether you’re just experimenting with Twitter or you’re an old pro, more metrics can help you to optimize your strategy. Your dashboard and basic metrics are always valuable, but taking a deep dive can provide insights that will drive more engagement and translate to more activity across your marketing funnel. For more tips, make sure to follow us on Twitter!

Need help crafting a solid social media strategy that’ll generate leads for your firm? We have experience helping law firms with all aspects of social media strategy, such as management, training, and more. Contact us today for a free consultation.