If you are anything like me and the rest of the people who have to deal with Twitter analytics, you might have been super excited when they announced their new analytics dashboard for non-paid tweets. Heck, I think we were all pumped after they decided to bring GIFs back to the platform. (I mean, did they really think Vine was a proper substitute?) Oh, and did I mention they are testing ways to add commentary to retweets?
Twitter is getting serious about adding more value to the platform, and they should. Not only for all of us social marketers out there, but for themselves. After a less than impressive IPO, Twitter promised the new metrics listed above in hopes to show they are more than just Facebook Lite, that they are more like Google’s Youtube – “a broadcast network that is often embedded on other webpages.”
However, the results aren’t painting the prettiest of pictures. Engagement stats are showing that even LESS of your followers see your content than you thought. Much like Facebook, this gives the impression that you may have to pay to get those eyeballs on tweets.
Ouch. That hurts us, Twitters. Especially when you look at your stats, and you see those horribly low engagement numbers, not to mention that there appears to be a lag in the data.
So, if you are looking to see how a tweet from last night did, give it 24 ours to be sure, at least while they work the kinks out.
What IS cool about the new analytics, are the metrics you now have that you didn’t have before unless you were a paid advertiser. My favorite is the “Impressions over the last 30 hours” metric, which you can see below.
Now this is just a silly tweet, so I wouldn’t have expected much of a tail anyway, but it is a great thing to have if you were expecting a long tail and didn’t get it – so you can make quick adjustments on your following tweets.
These new analytics will get better with time, maybe not as quickly as we would like, but it will get there. I, for one, am happy to have the new insights as it will help us deliver better results on a crowded and noisy platform. What are your first impressions? Leave your comments below.
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