Social media marketers love to talk about engagement, but it’s often quite difficult to measure. Sure, you can see the number of retweets your latest words of wisdom received, but how do you determine who saw those retweets and took the time to click on them?
A new partnership between two of Twitter’s preferred partners promises to improve how we measure engagement, virality and the success of our content on Twitter.
As TechCrunch reports, DataSift and Bit.ly have teamed up to analyze your Twitter data.
DataSift has been providing developers and publishers access to real-time data from Twitter for years, pulling out relevant tweets among the hundreds of millions sent every day.
Bit.ly is the favorite URL shortening service of many a Twitter user, and is used to share more than 80 million links a day, which garner over 200 million clicks per day.
The partnership between these two companies will enable DataSift to go through Bit.ly’s massive amounts of data and examine the activity that is happening across its millions of links.
In the past, the most common metric for measuring engagement on Twitter has been retweets. They’re very visible and easy to count, and they give a pretty good indication of how many people shared your content – but they don’t tell you how many people took further action, like clicking over to your website. And it’s this information that is potentially most valuable to marketers, since it shows whether Twitter users are converting into leads.
DataSift will take the 80+ million Bit.ly links shared every day, and look at the clicks they each receive.
DataSift founder Nick Halstead explains why this partnership will add a new dimension to how marketers monitor engagement:
“Monitoring companies talk about engagement. But just because people are sharing links on Facebook and Twitter doesn’t mean they click on them. Retweets don’t indicate if followers are clicking on links either. 100,000 people might have ‘seen’ a tweeted link but not clicked on it or retweeted it themselves.”
(Mouse click image via Shutterstock)