Around 67% of all B2B businesses are using Twitter as a digital marketing tool. And given the number of active Twitter users, this figure really shouldn’t come as a surprise.
As one of the top-ranking B2B social media platforms, Twitter has a lot to offer your brand. This platform is where professionals go to get instant updates in the latest tips, tools, trends, and topics.
Once you’ve started tweeting, growing your following, and investing in ads, it’s time to do a Twitter audit to measure your efforts and see your ROI (Return on Investment).
What is a Twitter audit?
A Twitter audit is a quick check on your account. This can be done daily, monthly, or quarterly based on your schedule and goals.
You’ll take an in-depth look at each aspect of your brand’s Twitter profile to keep up to date on what’s working and what’s not.
This audit ultimately gets you to your overarching goals and KPI’s (key performance indicators).
Today, I’ll be sharing seven amazing tips to use when creating a twitter audit report.
This article is a step by step guide that will allow you to easily and effectively audit your Twitter account whether you’re a social media marketer or do-it-yourself marketer.
1. Update & Take a Look at Your Twitter Bio
When it comes to your Twitter, you should optimize your bio for the best results, clicks, and lead generation.
Take a quick overview of your Twitter bio to ensure that it has the latest updates on your brand, captures your brand personality, and has the right value proposition.
But before you make your update, remember to add a UTM code to your Twitter bio to help you track the number of clicks your bio or tweet gets daily.
Why the extra step for a bio?
Tracking your UTM code allows you to see how effective your bio link clicks are so you can measure the engagement and conversions that come with them.
Google URL Builder offers a free UTM code generator for all of your tracking needs, and the best thing is that you can optimize your link to be instantly used in Google Analytics.
2. Review & Refresh Your Pinned Tweet
On Twitter, you can pick a single tweet to pin to the top of your profile that all visitors will see first before any other tweet.
Oh, it’s happened to the best of us. We had a sales or promotion and pinned our tweet to help boost engagement and sign-ups. Now that time has passed, and it’s time to retire your pinned tweet and replace it with another.
Make it a rule of thumb to write down how many shares, replies, and retweets your pinned tweets get so that you can examine them over time to see what works and what doesn’t.
Each time you do another Twitter audit, take the time also to refresh your pinned tweet and save a new tweet to the top of your profile.
3. Review Your Budget and Calculate ROI
Calculating your Return on Investment (ROI) is an essential part of your Twitter audit. Your Investment can be time, employees, or money. Based on how well they used, you could either be hemorrhaging them or using them wisely.
Your overall goal for using Twitter is to bring in new customers or users, so you’d ultimately like to see your audience is growing month by month, engaging with your content, finding your website, and converting into a customer.
Take note of all the ad spend and time that’s put into your content. This allows you to take inventory of how and where you should be spending your time and money (two resources that you can never get back).
4. Audit Your Tweets Going Forward
Yup next, let’s talk about auditing your tweets. Taking a quick scan over your tweets can help you to craft more engaging content and improve the possibility of retweets and shares.
But your tweets aren’t the only thing you should be looking at but your replies as well. You’re retweeting and reply games should be just as strong as well.
We have an extra 20% off all sale items using code ‘EXTRA’ at checkout – tap the link below to shop @amyleighdraper’s lilac look for less
Shop > https://t.co/SLiFmiJmJB pic.twitter.com/WrmFC2Wzco
— QUIZ (@quizclothing) June 3, 2020
Let’s take a closer look at the anatomy of your tweet.
When you’re reviewing your tweets or replies, you should check the following things:
- The Type of Content: What’s getting the most attention on your account: pictures, video, links to your content? See what common themes emerge.
- The Type of Copy: Are you getting a lot of responses to tweets that ask questions? Or maybe your audience is engaging with tweets that highlight deals and offers in a certain way.
- The Type of Hashtags: What hashtags are you using, and how many? While there are some best practices for how to use hashtags on Twitter. You also want to review how your approach is working for your specific audience.
- Who and How Many Mentions: Do your top tweets mention influencers or specific accounts? How often do mentions play into your Tweets overall?
- Type of Emojis: The type of emojis you use can help increase engagement. Did you know that “Face With Tears of Joy” emoji is the most popular on Twitter and has been used more than two billion times (Emojitracker, 2019)? And far as Twitter statistics show, three out of four emojis tweeted are positive, with those reflecting a state of joy being tweeted more than sad, angry, fearful, and disgusted ones. You may have to create an emoji database to help to increase followers and retweets.
If you need more help crafting your tweets, here are 10 Awesome Twitter Examples with Critiques and Best Practices.
5. Check Your Twitter Analytics
In case you forgot Twitter built-in analytics that comes with every profile. Every Twitter account comes with a built-in dashboard with access to Twitter ads, campaigns, creative tools, analytics, and more!
You can use these results to visually measure how well you are to your KPI’s and goals. Twitter allows you to see in-depth monthly or quarterly analytics like the number of:
- Tweet impressions
- Profile visits
- Top mention
6. Use a Twitter Audit Tool
As great as Twitter’s built-in analytics tools are, you should still try to use Twitter auditing tools to analyze your Twitter account. Twitter analytic can give you other details that you’ll need to create a more comprehensive Twitter or social media strategy.
7. Review & Repeat Your Twitter Audit
No one likes to do an audit, but it has to be done. Your twitter audit should never be a one-time thing or a yearly thing.
Instead, it should be monthly or quarterly, depending on your team and resources. It’s important to note that regular audits are also beneficial in outlining your overall strategy and goals.
Social media changes just as quickly as the trends live on them. One minute this is what works with followers the next, it’s outdated, and you need to keep ahead of the curve.
The more you do Twitter audits, the more you’ll be able to anticipate what connects your audience better and increase Twitter engagement.
Twitter is like any other social media platform. Nurture and take care of it, and you’ll see it grow. Neglect it and watch your followers and impressions dwindle.
Always take the time to understand what and why you’re doing, what you do on Twitter can allow you to see past the hashtags.
Alternatively, it will enable you to tap into a deeper connection with your audience like never before. But don’t take my word for it, do an audit and see for yourself.