When was the last time you conducted a Twitter audit? If the answer is “never” (or not in recent memory), you should consider doing one today.
A Twitter audit takes a good hard look at your current Twitter efforts in order to improve upon them.
The best audits look at at least 3 things:
1. The content you’ve been sharing, and how effective it has been
2. Your audience
3. Your branding
When it comes to your content, you want to look at your timeline and explore the past few weeks of tweets. How many retweets, replies and other engagements are your tweets getting? If you’re using a URL shortening service, how many clicks are your links getting?
Even better, you can use Twitter’s analytics platform (recently made available to everyone) to explore the reach and engagement of your past tweets.
Visit the Tweet Activity tab and scroll down to the list of your tweets. Here you’ll see how many impressions each tweet received, how many engagements, and the engagement rate.
However you choose to measure the success of your content, for the audit to be effective you need to take note of what works and what doesn’t. Are your tweets with links generating double engagement rates? Do people tend to reply when you ask a question? Knowing what type of content performs best will help you adjust your strategy moving forward.
You also want to get a good overview of your audience while you conduct your audit. You can use third-party tools (like SocialBro or FollowerWonk) to understand who you’re connected to on Twitter: where they are located, demographic information, how often they tweets and other data.
By understanding who you’re currently connected to, you can adjust your content strategy to either a) appeal more to their interests, if they are part of your target market or b) shift your content to attract a new, more targeted audience.
Lastly, an audit should look at your overall branding on Twitter. This means examining how your cover photo, profile picture and other visual elements as well as the tone of voice and content choices reflect your brand.
Is your cover photo advertising an event that has already past? Does your profile picture need to be upgraded to a higher resolution? How about your color-scheme: did you change your website colors but neglect to bring Twitter up-to-date?
An audit can go much deeper, and there are a variety of tools out there that can help you dig all the complex data from your Twitter account as you need. However, a quick hour or two examining your content, audience and brand will give you some fuel for improving your overall Twitter presence.
It’s a good idea to do an audit at least twice a year, but more frequently is better. If you can’t remember the last time you scrutinized your Twitter activity, there’s no better time than now to start!
(Magnifying glass via Shutterstock)