As an enthusiastic Twitter user, one of the more frustrating aspects of the network from a marketing and public relations perspective has been the leisurely pace at which the company has added analytics capabilities. Fortunately, the company realized that if it wanted to sell advertising, they’d need to provide more than vanity metrics, so Twitter Analytics was born.
Twitter Analytics is a great first step but the gold standard for social advertising is Facebook, of course, with its deep targeting data that goes well beyond demographics to psychographics, technographics, content preferences, and even job titles. That’s the competition, so it comes as no surprise that Twitter’s next analytics feature upgrade would be called Twitter Audience Insights.
[Tweet “COOL TOOL: Twitter Audience Insights”]
This screenshot from Twitter illustrates the types of audience insights that are available via the upgraded analytics:
The audience insight data comes from marketing partners Datalogix and Acxiom and will give you a better understanding of who your followers are and what interests them, as this screenshot illustrates:
You can also compare your followers to Twitter users as a whole:
While the data upgrade is obviously intended to appeal to advertisers and get them to run more ads, Twitter Audience Insights are available to anyone. When you’re logged into your Twitter account, visit analytics.twitter.com and choose Followers.
From there you can gain some insight into who your followers are and what interests them. You can use that knowledge to create content that will likely have more appeal and, as a result, perhaps earn greater engagement and reach.
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