Looking for more engagement using Twitter? Aren’t we all!

Using Twitter Ads, Twitter’s integrated advertising tool, you can analyse which tweets have generated the most engagement in the past, allowing you to see what’s working and what’s not.
Go to: https://ads.twitter.com/ and sign in with our regular Twitter account login details. Don’t worry, you won’t have to setup any paid ads.
Once logged in, click on Analytics and then Tweet activity:

From here you can see stats for your tweets, including:

Impressions
Engagement
Link Clicks
Retweets
Favourites
Replies

Two

This information is invaluable, as it shows you which tweets are accomplishing your goals, and which are not.

Making Use of the Data

You can go back as far as 13 months in time, and can look at up to 92 days worth of data at a time.
In order to make the best use of large samples of data you should look to export all of your data and analyse it in Excel, to see trends and patterns over the entire time that your account has been running.
At the top right hand of the screen is the “Export data” button, which allows you to download your stats into a .CSV file.
You may notice that your tweets get more engagement from your follows at certain times of the day, or even on certain days of the week. These are your peak times.
Looking at the top 50 to 100 tweets which accumulated the most clicks may reveal a common theme which is attracting your followers the most. For example, for us as an SEO news site, tweets about Google updates might prove to be the most highly clicked.
How you choose to sort through your data will depend greatly on the type of website you have, your social strategy, your following etc. But however you choose to analyse your data, looking at your past performance can greatly benefit your future performance.

Using Twitonomy to see what your competitors are doing

Twitonomy is an online tool much like Twitter Ads, but its sole purpose is to allow you to gain access to insights about the people you follow and the people who follow you.
Just like Twitter Ads, you login using your Twitter account credentials, and no payment is required, although there is a Premium account on offer with additional features ($199 a year). The paid version has some great features, but let’s focus on what we can do for free.
Once logged in, click on the “Profile” tab at the top of the page to see an extensive analysis of your Twitter account.
But the really cool thing about this tool is that you can see the same information about other tweeters! Simply enter their Twitter account name into the search bar near the top right of the page – the one that says “Analyze Twitter’s profile of @”

You’ll then be presented with a vast array of analytical data about that Twitter users account, including:

Tweets per day
Number of followers
Percentage of tweets favourited or retweeted
A list of the most retweeted tweets
Number of tweets according to hour of the day
Etc etc, you get the point – now go test it out!

The information which you attain from this tool is nothing short of invaluable. By being able to see almost every detail of your competitors Twitter behaviour, you can see what is working for them and try to replicate it within your own account.
By combining Twitter Ads and Twitonomy, you can gain a massive insight into how yours and the campaigns of others who have been successful in your sector are running, enabling you to make important decisions early on about which direction you want to be going in, including: