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02.25.10 Measuring The Success Of Your Twitter Strategy  By Anil Batra How do you measure if you are being effective on Twitter or not? In my opinion it really comes down to measuring if anybody is paying attention to what you are saying or not, everything else follows. If you can measure the true impact on the bottom line then you are way ahead of a lot of people on Twitter. Congratulations to you!!! However, not everybody is yet in a position to measure at that level. This post is about metrics that you can measure on daily basis even when you don't know the final impact on the bottom line. Key actions as a result of your Tweets As I said above, your success on Twitter comes down to one thing: Is Anybody paying attention to what you are saying on twitter? If people are paying attention to what you are saying then one or more of the following will immediately happen: • Retweets • @[twitter username] replies • Visits from the links posted in your tweets Let's look at each of these measures • Retweets When some Retweets your message, their followers see your message. Retweets indicates and endorsement of your message. Retweeters likes what you have to say and wants his/her followers to see that message as well. Pretty Neat!!!. There are two ways you can see the number of Retweets on Twitter: • Under Retweet link on Twitter • Searching for RT @[ twitter user name] or Retweet @[ twitter user name]in the twitter search box - Many people still use old fashioned Retweet which is to add RT or ReTweet in front of the username. (@[twitter username is also available via a link on Twitter.com, see below) Also, check out ReTweet Demystified
KPI: Number of Retweets (Ideally I would like it to be % Retweet = (Retweets/Number of Followers)*100 or RPM = ReTweets Per Thousand Followers, but I have found both these numbers to be really low most of the time.)  • @[twitter username] replies @ reply is used by the twitter users to send a reply to you. Just like a Retweet, when someone sends a message with @[username] their followers see that message (assuming their followers are paying attention). The @reply also indicates that the other person is engaging in a conversation with you. It is not only important to look at @[username] replies but also to look at the sentiments of those replies. Positive sentiment is mostly good and negative sentiment could be good too, it depends on how you will use that information and act on it. (Note: There is another version of reply called Direct Message. This message is directly to you and is not visible to others.) KPI: Number of @[twitter username] replies (Ideally it should be ARPM = At Replies per 1000 visitors or % AR but this number is low too just like ReTweets) Continue reading this article. About the Author: Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results (lead generation, conversion, retention and self-help metrics). Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle. |
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