How effective are the tweets you send for business? How do you monitor their effectiveness?
By monitoring what happens to your tweets, you'll begin to understand what works and what doesn't, and make improvements.
Here are seven useful tools to monitor the effectiveness of your tweets:
1. How far did your tweet travel?
TweetReach tells you how far your tweet traveled. Copy and paste your tweet-or part of it-and do a search.
The standard report provides information related to the reach of the tweet. If you search keywords that uniquely identify your tweet, you will see how many people tweeted or retweeted it.
TweetReach also provides information on the most influential users who shared your content. This can be very useful for finding new followers. If you see that someone influential retweeted you, it might be a good time to follow him or her.
2. Which countries saw your tweet?
Twitter Map is a useful tool to see where in the world Twitter users retweeted or mentioned your tweet.
If you send out a tweet and it doesn't reach the countries or continents that are important to you, you need to consider why. You may consider finding some followers in those areas and building up a relationship with them so your tweet reaches those countries next time.
3. How many people clicked the link in your tweet?
When you send out a tweet, it's useful to use a Web address shortener. A shortener reduces the size of a Web address to give you more room to write your message.
But the other advantage of these tools is that a lot of them also provide some analytics on the links. If you tweet a link to a website, the tool can tell you how many people clicked on the link.
Bit.ly is a popular address shortener that provides statistics. Awe.sm has more advanced analytics, including integration with Google Analytics to enable conversion tracking.
4. What traffic was sent to your website?
If you use Google Analytics to track your website's performance, view the "social" section. Here you can see what traffic came from Twitter.
By tweeting a link to a page on your website, you can track how many visitors arrive at this page from Twitter and how long they stayed there. You can also set up goals within Google Analytics to see if you get a conversion.
For example, say you send a tweet about a new product you are launching, and you want to track how many trials you get as a result. You can track this using a goal within Google Analytics. You achieve the goal after a user comes from Twitter and signs up for the trial.
5. What's happening with your tweet now?
Monitter is a real-time Twitter tracking tool that displays tweets containing words you specify.
When you send out a tweet, you can monitor it in real time to see who is sharing it. You won't do this for every tweet you send, but if you're sending a tweet you know will get a lot of attention, you may want to monitor it.
As you see people tweeting, you can start to engage with them.
6. Who unfollowed you after you tweeted?
Sometimes you can lose followers based on the tweets you send, but you can also gain followers.
TweetEffect displays your recent tweets and shows whether you gained or lost followers around the time of the tweet.
This will never be 100 percent accurate because you don't know the exact reason why someone unfollowed you, but if you monitor your unfollows over time, you could start to see trends.
The following example shows posts from The New York Times:
The green background shows where followers went up, and the red background shows where followers went down.
If more than two people follow or unfollow you within five minutes of the tweet, the tweet is highlighted. In the list above, the first item in red bolded text indicates that at least two people unfollowed this account within five minutes of the tweet. The items in green bolded text show the account got at least two new followers within five minutes of the tweets.
7. What about social media management tools?
There are a range of social media management tools that now offer analytics, so it's worth it to consider those, also. Examples are Hootsuite, Argyle Social, SproutSocial or BufferApp.
Analytics are an important part of social media management, so make sure the tools you select include relevant analytics.
What tools do you use? How do you monitor the effectiveness of your tweets?
Ian Cleary is CEO of Razor Social, which provides the latest information on social media tools. A version of this article originally appeared on SocialMouths.