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Do you manage a Twitter account for your small business? Do you often get confused as to whom, on Twitter, you should be speaking, and just what exactly you should say? Well, good news! In June of last year, Twitter rolled out a free analytics tool—called Twitter Analytics—that will help you answer these questions for your business.

Twitter Analytics is not extremely extensive; however, the information and insights it offers will give you a general overview and help you to determine what works and what does not. The following are some of the features you’ll find on Twitter Analytics, as well as a brief description of how to use them to your advantage.


The first tool available to you on Twitter Analytics is Tweet activity. To find this tool, log in to Twitter Analytics and locate the tab at the top that says “Tweets”. Under this tab, you will see a bunch of information about the content you post, including Tweet history, mentions, and best Tweets for the past month. You’ll find a nice little graph that displays all of your mentions, follows, and unfollows by date. This is a great way to pinpoint what your followers are saying about you, as well as when they tend to follow.

bar graph display of mentions, followers, and unfollows in the past month

Below the graph, you will see a chart that provides information about your recent Tweets and how they performed. From this chart you can see the number of times your Tweets were favorited, retweeted, and replied to. You are also able to see the number of clicks each post received. To see your top posts, you can sort by “Best” or “Good.” The “Best” option displays the top 15 percent of your posts. The “Good” option allows you to see your top two-thirds of posts. This ranking feature helps you to easily identify which posts are successful and which are not.

Recent Tweet data

This information is useful because it gives you insight into your followers and the kinds of information they like. By looking at the things they favorite and share, you can figure out what type of content you should post in the future. For instance, from the account above, you can see that people like promotions and location-specific information. We would use this insight to post more content that has to do with the client’s location, in addition to deals and discounts in the area. By posting more relevant and interesting content for your followers, you will be able to grow a more meaningful follower base that is more apt to share your content with the Twitter population.


The second tool available to you on Twitter Analytics is the Followers tab. Under this tab, not only can you see the scope of your growth throughout the past several months, but you are also able to find information about the demographics and interests of your follower base. Below are the categories of data to which you have access

  1. genderGender.  This information tells you the proportion of your followers who are male, and those who are female. Having access to this data gives you the opportunity to post gender-specific posts, based on the makeup of your follower base. Knowing that 63 percent of our followers are male tells us that the majority of our posts should be targeted toward the male population. It is important to keep in mind, however, that the Twitter user base is predominantly male, with only 30 percent being female. That being said, most small businesses on this platform will see a majority of males in their follower base.


  1. Location.  The location box gives you insight into where your followers live. By hovering over each of the sub-boxes, you are given an estimate of how many followers live in those particular areas. Below the location box, you are given a list of the top cities of your followers. This information is useful if you wish you post location-specific content.



  1. interestsInterests.  Twitter Analytics provides information about your followers’ interests. You are able to see a list of both the most unique interests and the top interests of the followers of your account. While the difference between the two might be a bit confusing, it is still useful. The “most unique interests” tells you the interests that are specific to the followers of your page and what makes them different from the followers of any other page on Twitter. the “top interests” tells you the topics your followers are most interested in. You can use both of these lists in deciding what content to post on your page. For instance, if 33 percent of your followers are interested in business and finance, as is the case for the account information shown to the right, you would do well to post more business- and finance-related content. Because your followers are interested in these topics, you are likely to get more mentions, retweets, and favorites.


  1. Other Accounts Your Followers Follow.  This data can also provide insights about who your followers are and what they are interested in. I like to use this portion of Twitter Analytics for following more Twitter users. For instance, if 31 percent of your followers follow @paul_steele, it might be wise to go and follow more of Paul Steele’s followers. Chances are, you’ll find more users who are interested in your business and the content you share.followers

The Followers tool is useful because you are able to (1) tailor your content more specifically to match the characteristics of your followers and (2) find users with similar interests and demographics as your followers.

While the information provided by Twitter Analytics is quite general and not very extensive, it is still useful for anyone with a small business on Twitter. By looking at the information and using it to make your Tweets more relevant and interesting, you will be able to create not only a larger, more meaningful follower base, but also more engagement with your content. Try out this tool and see what insights you gain about your Twitter followers. Share a comment below to let us know how it contributes to the success of your business online.

Jamie Bates
Online Marketing Director