Solo/Small Firm

Crunching the Numbers

Social media metrics you should actually care about

By Amanda Ravandi

Analytics are especially important to pay attention to when it comes to tracking the progress of your social media efforts. Let’s focus on Twitter. While the analytics available on Twitter are slightly less detailed than Facebook, they aren’t any less important. It’s important not to waste time analyzing the unhelpful numbers. Focus on evaluating figures that directly impact your law firm. Read on to learn which Twitter social media metrics your law firm should actually care about.

Analytics Homepage: Your 28-Day Summary
When you first reach the Twitter analytics home page, you will be met with a bar graphic displaying a 28-day summary of your tweets. You can see the number of tweets sent per day (both organic and boosted) as well as the number of people your tweets reached.

Here you will find not only key metrics but also percentages comparing the current numbers to last month’s summary. The numbers are nice but the percentage changes are especially helpful in comparing trends month to month:

  • Tweets: The number of tweets you shared during this period.

  • Tweet Impressions: The number of people who saw your tweets during this period.

  • Profile Visits: The number of people who visited your Twitter account this period.

  • Mentions: The number of times another Twitter user mentioned your username in their tweets.

  • Followers: The total number of your Twitter followers.

Record these numbers monthly to see how your account is growing, which numbers are increasing or decreasing, and which metrics remain stagnant. Create, edit, and adjust your editorial calendar with these numbers in mind to continue to expand your Twitter growth and engagement.

Let’s Talk Tweet Activity
From the analytics homepage, click the “Tweets” tab in order to get detailed information on tweet engagement and interactions with your account. Here you will find data from the past 28 days. You can also customize the date range if needed.

Key metrics your law firm will want to pay special attention to include:

  • Top Tweets: Tweets that received the highest number of impressions and engagements during this period.

  • Engagement Rate: The total number of link clicks, retweets, likes, and replies on your tweets during this period divided by the number of impressions (people reached).

  • Link Clicks: The number of times links in your tweets were clicked during this period.

  • Retweets: The number of times other Twitter users retweeted your tweets.

  • Likes: The number of times other Twitter users liked your tweets.

  • Replies: the number of times other Twitter users replied to your tweets.

Clicking on an individual tweet will reveal additional details about how well that specific tweet performed.

If your goal is to increase engagement, these numbers are particularly important to watch. Take note of which types of tweets earned the most likes and retweets, what type of content generated more replies and conversation from other users, patterns in tweets with high impression rates, and what time of day your best performing tweets were shared.

Audience Insights Also Matter
Click the “Audience” tab to reveal demographic information about your followers. Find out information about your followers’ lifestyles, interests, con-sumer behaviors, languages, and even their mobile footprint. Use this data to determine whether you are reaching your target audience or not. If not, come up with content that caters to a different demographic. If you are reaching your target audience, determine what their interests and behaviors are and create a plan to keep them engaged.

Monitor Twitter Analytics Regularly
Be sure to check Twitter analytics regularly around the same time each month. See what changes over time, which tweets perform better than others, and if you are reaching the audience you want to reach. TBJ

This article originally appeared on the Stacey E. Burke blog and has been edited and reprinted with permission.

Amanda RavandiAMANDA RAVANDI works with law firms around the country as the social media marketing manager for Stacey E. Burke, P.C. She holds a résumé that ranges from teaching English in China to operating communications and public relations in both the nonprofit and corporate worlds.

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