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The Twitter Metrics that will completely change the way you use Twitter

Social media is notoriously difficult to measure, hence the efforts of Will McInnes and his band of merry social media darlings at measurementcamp.

If You Can't Measure Up, Measure Down
But for some reason there really seems to have been a perfect storm for Twitter, as already some people have come up with some really valuable metrics to measure how well you are performing on the site.


Clicks per 1000 followers – Say Ashton Kutcher, with his nearly two million followers happens to retweet your post, how many visitors does he send? And how many relative to his overall community? Once you know who is sending you the most traffic you know who is worthy of some good old-fashioned schmoozing.

Follower velocityTwitterholic and plenty of other tools can help you track accounts popularity over time. Understanding when you get upswings in followers can help you replicate that success in the future.

CTR (clicks vs. followers) – a favourite of mine which I’ll be using to judge the success of our recent Twitter whitepaper. Add up the number of clicks from twitter and divide by the total follower count of everyone who retweeted your content. Seeing the click thru rate will help you understand what topics are popular with visitors, not just the people retweeting!

Retweet Depth – If you release a cd single you can be sure your mum will buy a dozen copies; the people closest to you are always most likely to pay attention to your content. Getting people who aren’t your contacts to retweet your content  is much more valuable than six contacts doing the same. And if those people are five steps away from you, it’s even more powerful.

This is part of our #tweetsheetweek series of posts to promote our new white paper on getting the most from twitter.

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12 Comments
  • Leif Kendall on June 9, 2009

    It’s funny – this stuff should be interesting, but for some reason it leaves me cold.

    I’m a big fan of Twitter and have advised clients to use it, and how to use it, and I’m a fan of marketing with purpose, and tracking the effectiveness of different approaches.

    But for some reason, when you start breaking apart social networking tools like Twitter and calculating the value of what (for many small businesses) is going to be tiny – invisible to the human eye – it just seems to take the fun out of social media.

    I know that social media proponents are under pressure to explain the value of their services to marketing managers who love numbers and percentages, so I can understand why the stuff above is useful – but doesn’t it take the fun out of what is supposed to be social interaction?

    It feels like taking something ‘social’ and trying to make it industrial.

  • Leif Kendall on June 9, 2009

    It’s funny – this stuff should be interesting, but for some reason it leaves me cold.

    I’m a big fan of Twitter and have advised clients to use it, and how to use it, and I’m a fan of marketing with purpose, and tracking the effectiveness of different approaches.

    But for some reason, when you start breaking apart social networking tools like Twitter and calculating the value of what (for many small businesses) is going to be tiny – invisible to the human eye – it just seems to take the fun out of social media.

    I know that social media proponents are under pressure to explain the value of their services to marketing managers who love numbers and percentages, so I can understand why the stuff above is useful – but doesn’t it take the fun out of what is supposed to be social interaction?

    It feels like taking something ‘social’ and trying to make it industrial.

  • Kelvin on June 9, 2009

    I can see where you’re coming from Leif, how you use the network shouldn’t be mechanical in anyway.

    It’s about friendships, relationships and trust but I don’t see much harm in a little measurement.

    Say you write one headline for paper and it sells well it helps you write better, you write one song and more people clap if helps your write better songs.

    I don’t see a feedback loop being too damaging…

  • Kelvin on June 9, 2009

    I can see where you’re coming from Leif, how you use the network shouldn’t be mechanical in anyway.

    It’s about friendships, relationships and trust but I don’t see much harm in a little measurement.

    Say you write one headline for paper and it sells well it helps you write better, you write one song and more people clap if helps your write better songs.

    I don’t see a feedback loop being too damaging…

  • Leif Kendall on June 9, 2009

    I don’t think there’s anything wrong with it – it’s just one of those things that doesn’t inspire me.

    And sometimes I think users of social media get hung up on stats and numbers, and lose sight of what they’re communicating (and how)!

  • Leif Kendall on June 9, 2009

    I don’t think there’s anything wrong with it – it’s just one of those things that doesn’t inspire me.

    And sometimes I think users of social media get hung up on stats and numbers, and lose sight of what they’re communicating (and how)!

  • mike on June 9, 2009

    leif’s right, just cause you can measure it doesnt mean you should!

  • mike on June 9, 2009

    leif’s right, just cause you can measure it doesnt mean you should!

  • wbw_Jeff on June 9, 2009

    I have to come out on the side of ‘just do the right thing’ and you will be better off’ on Twitter. Statistics always help you think things through but I think it is still at the stage where the best thing to do is to provide good content that will benefit the audience you want to reach.

    The one tactic that I would play around with is daypart. The life of a tweet is so fleeting…think about the part of the world you want to reach and what they are probably doing right now before you invest a Tweet

  • wbw_Jeff on June 9, 2009

    I have to come out on the side of ‘just do the right thing’ and you will be better off’ on Twitter. Statistics always help you think things through but I think it is still at the stage where the best thing to do is to provide good content that will benefit the audience you want to reach.

    The one tactic that I would play around with is daypart. The life of a tweet is so fleeting…think about the part of the world you want to reach and what they are probably doing right now before you invest a Tweet

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