There are lots of tools emerging that appear to give us wonderful statistics and data about Twitter and it’s hard to know which data we actually want and how we want to receive it.
As Twitter's API has been undergoing a few changes recently, we wanted to give an overview of the information that you can still get from the platform itself and then provide some guidance on the best way to measure the data.
There are four main areas of Twitter data:
1. User data - relates to the user who posted the message.
2. Friend and follower data - relates to the relationship a user has to other users.
3. Tweet data - all the details and content relating to a particular tweet.
4. Places and Geographic data - the geographic and location based aspects relating to a person or twee.
To measure the data there are also four main measurements that we use to understand the impact of activities on Twitter:
1. Impressions - aggregated users exposed to messages.
2. Reach - number of unique users exposed to a message.
3. Frequency - number of times each unique user reached is exposed to a message.
4. Relevancy - reach to specific demographics.
When it comes to the ROI of these messages it's important to think about how they compare to your other channels in terms of reach and impressions.
Take a look at the presentation below - we hope it helps to reveal some of the Twitter data you can access and ways in which you might go about measuring it.