Follower count is an important metric for measuring the performance of growing audience on Twitter, but too often it’s the only audience metrics that marketers focus on. With each new follower gained, the characteristics of your audience change.
Over time, substantial follower growth can result in very different type of audience. Measuring change in follower count can only tell you so much. There are other ways to understand your Twitter audience and model your marketing strategy accordingly.
1. Identify your influencers
Follow influencers who engage with your brand or your competitors. Monitor their tweets for opportunities to engage with them directly.
2. Measure engagement relative to followers
Is your engagement scaling as your followers grow? Engagement as a percentage of followers (engagement rate) shows how much of your audience you are able to engage. Your mighty follower count is meaningless if your followers are ignoring your Tweets on their feed or aren’t compelling to join the conversation.
3. Measure your followers’ followers
Consider the followers of your followers to be your secondary network. They determine how much potential there is for sharing content downstream.
4. Measure your competitors’ followers
Comparing competitor audience growth rates to your own growth will give perspective on how effectively you’re building your audience, letting you know whether you’re ahead of a game or playing catch-up.
5. Segment your followers by how they engage
Segment your followers by how they engage with your brand. Create personas for followers who frequently Retweet your content, and those who often mention you on Twitter. Social personas for these will help you better understand who your followers are and why they engage with you on Twitter.
6. Compare your new followers to your old followers
Comparing new followers to your previous followers can help you determine the value of new followers gained and whether you’re retaining old followers as you grow your audience.
7. Segment your followers by location
Are your social goals tied to specific markets? Segmenting follower growth by location enables you to measure you’re share of voice on Twitter with respect of regional markets.
8. Track engaged users who are not yet followers
Identify users mentioning your brand by name or Retweeting your content who are not already following you. These users may be unaware of your handle or are following your followers. Directly Tweet at these users to encourage them to follow you.
9. Know how active your followers are
How frequently your followers Tweet indicates how active they are on Twitter. The more active your followers are, the more likely they are to see and engage with your Tweets.
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