Online presence can influence the overall performance of your business.
Customers use social media to find brands. Twitter is the most popular platform.
On average, Twitter users follow at least five companies.
Your brand’s presence on Twitter can have a significant impact on how your business is perceived by your prospects.
If you haven’t done a Twitter audit to assess how your Twitter handle performed since its creation, now might be the time.
What is a Twitter Audit?
A Twitter audit is an in-depth checkup of your Twitter account.
You must have joined Twitter as a business with specific goals such as customer support, brand engagement or online visibility.
Statistics show that nearly 85% of small and medium-sized businesses use Twitter for customer support. It is important to review the tweets that you receive on your profile.
To determine how closely your efforts align with these goals, a Twitter audit provides a detailed diagnosis of the length and breadth your Twitter presence.
A Twitter audit should focus on a few key points. These are:
- An assessment of the quality of your Twitter followers.
- Follow-up on your profile to see if the elements are in line with the current branding.
- A search for the most relevant content for your brand.
- The determination of posting frequency, time, and so forth.
- Reevaluation and benchmarking of KPIs
- Important metrics such as ROI and whether investments produce the desired results can be tracked and calculated.
- Identify flaws and areas for improvement in your Twitter presence.
These are just some of the many purposes of a Twitter audit.
How do you conduct a Twitter audit?
It’s not as boring as it sounds. However, a Twitter audit can be fun and easy. You will discover new insights and find information that you didn’t know existed.
Let’s break it down in six easy steps.
1. Your Twitter Marketing Goals
A Twitter Audit can help you determine if your Twitter marketing goals have been met.
It might be helpful to go back in time and find the goals you set when you created your Twitter account.
What was your goal when you first logged onto Twitter business?
Did it increase brand awareness?
Increase web traffic
Are multiplied leads and conversions possible?
Once you’ve identified these, it is time to assess whether your current strategies are geared towards achieving them.
2. Identify your Twitter Audit Goals
After you’ve reaffirmed your goals for Twitter marketing, think about why you are doing a Twitter audit.
An audit of Twitter can produce multiple results.
It can help you identify flaws in your strategy, highlight areas that need improvement, and guide future campaigns.
What are you trying to accomplish with your Twitter Audit?
Are you interested in determining if your audience is aligned with your prospects?
Are you trying to find the most relevant type of content?
Or are you looking to do it all?
The goal of your Twitter marketing campaign will guide you in your Twitter audit.
If your Twitter marketing objective was to increase brand awareness, then you’d want to determine, among other things during your Twitter audit, which tweets drive the most engagement and reach the most people.
Now it’s time for you to get started.
3. Audit your Twitter Profile
When people search for your business on Twitter, their first thing they see is your Twitter profile.
Your brand’s online representative. How your profile looks will influence how your audience perceives you brand.
You will make a great first impression if your Twitter handle looks professional. If your Twitter handle is not up-to-date and unprofessional, you could lose your reputation, and possibly a customer, due to your negligence.
Make sure that all graphics, imagery and text are consistent with the brand’s voice.
Graphic design trends are constantly changing. Make sure your cover photo and Twitter profile are up-to-date with the latest trends to avoid looking outdated. This will make your profile appear abandoned.
See how General Electric’s Twitter account is current and relevant to current trends.
Consistently presenting a brand across the internet can result in a 33% increase of revenue. Make sure your branding on Twitter is consistent with other platforms that your business uses.
It is also important to have a Twitter bio.
This is a one-line summary of your brand that focuses on the audience.
This space is your opportunity to show the world exactly who you are.
You have limited characters. Be creative! Use to describe your business and brand.
Take a look at how Wendy’s creates the perfect Twitter bio:
Apart from your bio, there is another prime real-estate space in your Twitter handle. Your pinned tweet section is another prime real estate space on your Twitter handle.
Pinged tweets are a relatively new way to communicate important brand messages with prospects.
Pin tweets to stay current with the latest trends should be used.
Don’t wait to use the pinned tweets section if you don’t already!
Pinged tweets on Twitter get significant exposure to brands’ target audience. This space can be used to communicate important messages to your target audience such as news, updates, discounts, and new product launches.
This pinned tweet shows how Target won the back-to school season.
Make sure your pinned tweets promote ties back towards your Twitter marketing goals.
If you want to increase brand awareness, make sure the pinned tweet does this. If your goal is to increase web traffic via Twitter, ensure that the pinned tweet links to one of your most compelling blog posts or offers.
You don’t have to dig into any data or use any data analytics tools until this step. Although you can do your profile audit manually, analytics is required for the next step.
4. Dive Into Data
Social media has a number of significant benefits.
Twitter is no exception.
Your activities on Twitter can lead to a wealth of data that is generated and gathered by your Twitter analytics dashboard.
This rich data provides insights into many key metrics such as the number of followers, top tweets and the best times to post on Twitter , as well your audience demographics.
If you want to increase engagement, and Twitter data shows that certain tweets have high engagement rates than others, then you will know which tweets to post in order to achieve your marketing goals.
This is how Twitter analytics can assist you in reaching your marketing goals. Its data can be used to help you plan your content creation strategy and posting schedule.
Twitter analytics can be used to track your growth.
This tool allows you to determine how many followers your account has gained in a given time period. You can also see which content has led to the greatest increase in followers.
With this data you can make better decisions about your twitter journey, create efficient strategies and achieve your Twitter goals.
Access your Twitter analytics account and download all data to your computer. You can also create reports.
5. Audit of Twitter Followers
You have probably never done a Twitter audit. This means that your account has attracted many meaningless followers, possibly even fake ones, that aren’t adding any value to your company.
Who are the meaningless followers and fake followers?
Anyone who isn’t in line with your target audience persona could be a meaningless follower.
Your purpose for being on Twitter is to connect you with your target audience. Your Twitter efforts won’t be worthwhile if your followers aren’t in line with your target audience. No.
The trend of bot followers is also on the rise.
Many fake accounts are created by bots to attract followers to brands. Social media platforms are known to be strict about accounts that have too many of these accounts.
To eliminate fake followers and unimportant followers, you should conduct a Twitter follower audit before celebrating your increase in followers.
The information in your Twitter analytics report will include data about the demographics of your followers, their age, and where they live. This information can be matched with your buyer persona to see if it matches.
It doesn’t have to. You need to update your follower acquisition strategy in order to reach people who matter.
It is possible to also look at your followers manually to see if they align with your target audience persona. This will help you determine if your audience is the right one.
Your analytics report will show you whether the number of followers has increased or decreased over time. This will allow you to determine the impact of your marketing activities.
Auditing your Twitter followers means that you identify your most influential followers and engage with them to become your brand advocates.
6. Audit your Twitter Content
An audit of your Twitter content will assess all of your tweets and identify the most successful.
You can see the performance insights for all tweets that were live during the audit period.
Find out which tweets generated the highest KPIs.
Did it have to do with the meme content that you shared or the deal that you posted that received the most web traffic?
Use more tweet content to get closer to your Twitter marketing goals.
Infographics can drive greater engagement. Share more infographics, and stop video content if it doesn’t work.
The content audit will reveal the optimal length and posting frequency of your tweets as well as the best time to tweet.
Examine your analytics to see if you can find a trend among the most-performing tweets.
Did all of these tweets perform well at any given time? This could be the best time to tweet on Twitter.
Find some old tweets that are relevant and consistent with the brand. To ensure that your handle is full of valuable and new content, you can delete them.
Twitter Audit and the Value of Twitter
Twitter boasts around 217 million active daily monetizable users. Twitter is a highly profitable platform for brands because of these and other factors.
Twitter receives nearly 6000 tweets per second
It is a great platform for brands to get into the conversations of their customers, gain valuable insight, and be part of the latest trends.
Taco Bell is an excellent example of how Twitter can be used to make the most of your conversations.
The food chain engaged its followers in humorous conversations. The brand has over a million Twitter followers.
Twitter is a valuable tool for brands. Only those brands can harness their full potential, which is possible only through Twitter audits.
Twitter is a great way for businesses to connect with their customers and win more sales.
It is easy to get distracted by vanity metrics and lose sight of the main purpose. Your content quality and engagement will suffer as a result.
Therefore, you may find yourself making no progress on Twitter and not seeing any encouraging or useful results.
Twitter audit stops this vicious cycle from happening right away and allows you to identify if your efforts actually help you reach your goals or just help you achieve empty metrics.
Twitter can be a great resource for brands who use it correctly. Twitter audits can help you harness its true potential and streamline your efforts so that you can focus on creating quality content.
An audit of your Twitter account can help you identify the underlying problems that are limiting your growth and uncover new opportunities.
A Twitter audit, done correctly, can improve your brand’s Twitter presence, and help propel your business to success.
However, a Twitter audit is not something you can do once in a while. To maximize the potential of Twitter and reap its benefits, you will need to conduct regular audits.
To optimize your Twitter marketing campaigns, you should establish a routine for regular Twitter audits. This will allow you to achieve more impressive results.
SocialPilot’s first post, 6 Steps to Conduct A Successful Twitter Audit, appeared first on SocialPilot.