Knowledge Base/Social/Social Metrics

Twitter Metrics

Nate Baker
posted this on October 28, 2011 03:30 PM

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Twitter: Twitter Metrics

Social > Twitter Metrics

TwitterMetrics-Overview.png

Raven's Twitter Metrics allows users to track followers, mentions, retweets, traffic, reach and more for multiple Twitter accounts. If you have Google Analytics set up for your website, users can also see how much of its traffic came from Twitter posts. All of this data is reportable through the tool and in Report Wizard.

This section of Raven is only for viewing metrics related to Twitter. For management of Twitter profiles, including posting tweets, retweeting followers, adding users to lists and reading replies – all without leaving the Raven Tools system – you should see Twitter Manager or Social Stream for more information.

API Limitations

  • No Historic Data: We are unable to provide Twitter metrics data prior to when you authorize your account in Raven. Unlike Facebook, Twitter doesn't keep an archive of your metrics that we can access for display in the platform.
  • Updates Every 24 Hours: Twitter metrics are updated daily. Once you authorize your Twitter account in Raven, it will take up to 24 hours until you see data on the metrics page.

Glossary

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When viewing the Tweets section in Social > Twitter Metrics, a total of ten metrics appear at the top of the page. Each metric displays current data, along with change over time:

  • Following: The number of Twitter users that this Twitter account is subscribed to.
  • Followers: The number of users who subscribe to this Twitter account's feed.
  • Total Mentions: Number of tweets that included this Twitter account's username. On this screen, the total number of Mentions listed is the sum of all Replies, Retweets and Other Mentions.
  • Retweet Reach: Maximum number of Twitter users potentially exposed your posts by other users retweeting them.
  • Posts: Number of tweets made by this Twitter account.
  • Replies: Number of @ replies made by this Twitter account to other Twitter users.
  • Reply Reach: Maximum number of users potentially exposed to a reply to this Twitter account.
  • Retweets: Number of retweets made by this Twitter account, sharing other users' tweets.
  • Follower/Following Ratio: The ratio of Followers to Following for this Twitter account, expressed in decimals.
  • Visits: The total number of visits to your website where Twitter is the referring domain. This data comes from Google Analytics.

Metrics can be added to the box by clicking the gear icon in the top-right corner of the table. They can be removed from view by clicking the X when hovering over the metric with your mouse cursor. Comparison data will only display if enough data exists in your account to display information from the previous period.

Tweets

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Below the metrics at the top of the Tweets section is a graph displaying your tweets over time. This line graph display historical data for posts and mentions, graphed over time based on the date range that you have selected. Hover over each data point to see exactly how many posts or mentions were made on that day. Either metric can be removed from the graph by clicking the metric in the legend.

Mentions

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Click the Mentions option below the Tweets option in the left menu for more detailed information about Twitter conversations that included this Twitter account. A line chart displays the three types of mentions your account can have in Twitter: Replies, Retweets and Other Mentions. Hover over each data point to see exactly how many mentions were made on that day. All metrics can be removed from the graph by clicking the metric in the legend.

Connections

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Click the Connections option below the Mentions option in the left menu for more detailed information about friends and followers of this Twitter account. A line chart displays followers and friends. Hover over each data point to see exactly how many total friends or followers were counted on that day. Either metric can be removed from the graph by clicking the metric in the legend.

Referral Traffic

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If you have set up Google Analytics for the Website you’re managing and authorized that GA account in Raven, the Twitter metrics section will automatically pull in GA data.

Click the Referral Traffic option below to the Connections tab in the left menu for more detailed information about visits from Twitter – specifically from twitter.com and t.co – to your website. From this view, you can click the Open in Analytics link beneath the line chart of daily visits, which will take you to Raven's Google Analytics tool for more details.

Navigation

Date Range

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All of the data shown in Twitter Metrics is in relation to the date range that has been selected for your account. Users can choose a custom range or pick a preset to change the days you're pulling data for. The presets are as follows:

  • This Week (Sunday - Today)
  • This Week (Monday - Today)
  • Last 7 Days
  • Last Week (Sunday - Saturday)
  • Last Week (Monday - Sunday)
  • Last Business Week (Monday - Friday)
  • Last 14 Days
  • This Month
  • Last 30 Days
  • Last Month
  • Custom Date

By default, the percentage of change is compared against a preceding period with the same number of days. For example, Oct. 1 to Oct. 15 is compared against the previous 14-day period, Sept. 16 to Sept. 30. Nov. 1 to Nov. 30 is compared against the previous 29-day period (Oct. 2 to Oct. 31).

When choosing a custom date, however, users have the option of selecting a custom date range or choosing presets: Last Period, Last Month or Last Year.

Event Manager

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If you are using the Raven Tools Event Manager to track campaign events for a website, Twitter Metrics pulls information about those Events into its Tweets, Mentions, Connections and Referral Traffic data charts. For example, if you sent out an e-mail newsletter, you could create an Event in the Event Manager with the date of the e-mail newsletter. If the e-mail newsletter links to a Twitter account, you could analyze that date in the Twitter Metrics charts for correlations.

You can toggle whether or not Events display in Twitter graphs by choosing an option from the Events dropdown menu. You can choose to display All Events, No Events or only events with a certain tag.

Reporting and Exporting

Build PDF Reports

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Twitter Metrics are fully reportable in Raven, both in the tool itself and through Report Wizard.

Tool Options

To build a PDF report from within the Twitter Metrics tool:

  1. Click on the Build Report icon at the top of the page, in the Tool Options bar.
  2. Open or save the PDF report that Raven Tools automatically generates from clicking the icon. Keep in mind that Raven will create a report based on the settings that are currently active, including any changes in display options.

Report Wizard

To add Twitter data to your report, navigate to Reports > Report Wizard and either create a new report or edit an existing one. You can find the Twitter reporting module under the Social section in the Report Options section. Click the plus icon to add the module, which can then be dragged and dropped elsewhere in the report.

Once you've added the report module, you are able to modify several fields:

  1. Title: The title of the report section.
  2. Twitter Account: It is required that users choose a Twitter account from this dropdown menu. If a Twitter account is not chosen, your report will not contain data.
  3. Start Date: The point that you'd like for your report to start at.
  4. End Date: The point that you'd like for your report to end at.
  5. Show: Choose whether to display data in the bar chart broken down to daily or weekly. Weekly has an additional option, allowing you to show data from the point that you started tracking Twitter metrics forward.
  6. Summary: A block of text that can be displayed at the top of the report.
 
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