Tracking the success of your tweets is one thing. Benchmarking your success is another. In order to truly benchmark your tweets, there are a few things you need to do.
Set your goals
It’s impossible to know what you should be looking at in terms of benchmarks if you don’t have goals. What is the objective of your Twitter account? Maybe it’s to drive traffic to your blog, or get people to schedule appointments online, or to leave you an online review on Yelp. Whatever it may be, document them and start tracking progress.
Remember that when you first start tracking, it’s okay for your goals to be in flux – you can change them as you learn more. Over time, you’ll become better acquainted with your audience and can set better expectations and long-term goals for your social efforts.
Slice the data
With those goals in mind, dive into your Twitter Analytics data. If you’re checking in on your analytics on a regular basis, you should be pretty tuned in to what “good engagement” looks like for your practice’s account.
To take a deeper dive, set a filter on your data points and try looking at the following things:
- Highest engagement % vs. time of day
- Highest clicks on hashtags
- Highest impressions vs. engagement %
- Promoted engagement vs. organic engagement (if you’re advertising with Twitter)
You can come up with other ways to look at your data, depending on what your goals are. Also, if you aren’t sure what your goals should be, this might be a good place to start to get ideas flowing.
Look at external benchmarks
This will give you a rough idea of how active other, similar businesses are on social media. Also take a look at their tweet timelines and see how much of their activity is engagement with other users versus how much is just publishing content.
These basic benchmarks will help you get started and should help you better understand what content your audience wants to see. Have other benchmark tips? Share them in the comments!
