Twitter is a powerful tool for event organizers. They spend many hours developing marketing strategies specific to Twitter to get followers excited about their event. Fortunately, Twitter has followed suit and significantly updated its analytics offering over the past year so event organizers are able to gain better event insights.
If you’re new to Twitter Analytics, don’t fret. We’ve outlined some useful features to help you gain insight on your event:
What to Tweet
The Top Tweets tab helps you see which Tweets work and which do not. Twitter lists the number of impressions and engagements each of your tweets receives, and then orders them based on highest engagement rate. You are then able to filter, sort, interpret, and keep records of the tweet data to better meet your event marketing goals. For example, you could sort the tweets by highest engagement rate, record the top five each month, and look for trends so you have a better idea of what content to post going forward. Be sure to export the data — Twitter offers much more insight per individual tweet when downloaded!
Who Are Your Followers
Twitter’s Audience Insights feature lends a hand to event organizers who want to get to know their followers and other users who interact with their tweets. In its most basic capabilities, you’re able to track your follower increase or decrease through time, but you shouldn’t only focus on number of followers. You want followers who are relevant to your event. Take notice of your followers top interests and buying behavior so that you can better curate content for your audience, boost engagement rates, tailor your ads, and connect with ticket buyers.
Who Are Your Influencers
In the Twitter Cards tab, Influencers rank the top accounts that have tweeted links to your event. You’re able to see which tweets they’ve included your content in, and the number of impressions and link clicks it received. Now, you can open a dialogue with theses influencers and utilize them to get the word out about your event in the future. For example, a comedian uploads his performances and receives a number of retweets. A top influencer was an actor who shared his video, and it received thousands of impressions and favorites. The comedian can then open communication with the actor, and potentially benefit from his large network.