The document discusses measuring reach and engagement on Twitter. It defines reach metrics like number of followers and tweets. Engagement metrics include number of retweets and replies/mentions per tweet. Tools for measurement include Twitter's connect tab, Tweetreach, Tweetstats and Excel. The document recommends defining Twitter goals, consistently tracking a few key metrics related to those goals, and using the metrics to learn and improve tweets over time.

1. Twitter: Measuring your
Reach and Engagement
eXtension Webinar
March 22, 2012
Sarah Baughman, Ph.D
Karen Jeannette

2. Audience Feedback

3. Reach
http://www.flickr.com/photos/msspider66/44397492/sizes/o/in/photostream/

4. Engagement

5. Twitter metrics and
what to do with the information
#followers (Reach)
• Who is following you?
• Did you get an increase in followers on a particular day?
• Demographics of followers - are they new? Meaningful?
#tweets (Reach)
• Are you tweeting regularly?
• Does time of day or day of the week matter?
#retweets (Engagement)
• Calculate amplification rate (#retweets per tweet)
o What type of tweets (content) are getting shared? Do more of that!
• Times, geolocation and topics
• Conversation rate (#replies / mentions per tweet)

6. Tools for Measuring Reach and
Enagement
Twitter "connect" tab
Tweetreach (free and paid versions)
Tweetstats
Excel Spreadsheet
Bit.ly
Mentionmap
And many many more!

7. Twitter.com
Look at Reach with
#followers and who
they are
Using connect tab
you can examine
engagement

15. Bit.ly

17. More evaluation options with Twitter
• Content of tweets/retweets/responses (qualitative
analysis)
• Increased activity (followers, etc) around a specific event
or hashtag, tweet or time period
• Ask evaluative questions via twitter around specific event
or topic (I've had limited success with this and their are
validity issues)
• Direct message with a survey link

18. Putting it all together
• Define your twitter goals
o Why are you tweeting?
o Who do you want to reach and engage?
• Consider those goals as you tweet, helps
"focus" the work
• Base your metrics on those specific goals.
o Start by consistently tracking and measuring a couple of specific metrics.
o Use those metrics to learn and make changes

19. Resources
Ultimate list of twitter tools:
http://thesocialmediaguide.com/social_media/the-ultimate-list-of-twitter-tools
4 Free Twitter tools
http://thesocialmediaguide.com/social_media/free-twitter-tools
Excel Twitter Analytics
http://www.internetmarketingninjas.com/blog/social-media/search-twitter-google-spreadsheets-and-
excel/
5 Tools for Measuring Social Media Influence
http://www.socialmediaexaminer.com/5-tools-that-help-measure-your-social-media-influence/
More Twitter related webinars from learn.extension.org
http://learn.extension.org/events/search?utf8=%E2%9C%93&q=twitter&commit=Search