How to Conduct a Twitter Audit in 3 Easy Steps

The first step in your Twitter audit process is to analyse all of your tweets to see how they performed. You can do this by going to your dashboard and clicking on the “Tweets” tab. You can select the duration for which you want to see your tweets. Once you select a duration, you will see all your tweets from that period. 

You can see all your tweet activity for the selected time duration. You will also see stats on engagement for all your tweets. You can see your top tweets and promoted tweets in separate tabs. And you can download all the metrics in the form of an excel sheet using the “export data” feature.

Image Source: Twitter Analytics

You can also use a third-party Twitter audit or analytics tool to analyse your tweets and their performance. There are numerous such free and paid tools available online that you can select from.

Some of the things that you can analyse using your tweets data, from any source, are:

• Which type of tweets get the most likes, comments, retweets, etc.
• The type of content, video, images, text, etc. that works best for your audience.
• Are there any hashtags that are getting you more views or one hashtag strategy that works best for you?
• You can analyse your top tweets to identify what works for your audience and improve your future content strategy.

Overall, when you look at all your tweets collectively, you can find patterns and trends including which aspects are working for you. Be it the type of content, length of tweets, posting frequency, time of posting, or anything else. Identifying these patterns will help you improve your Twitter performance.

Another thing that you can do while auditing your tweets is to delete the old and irrelevant tweets. Your brand’s messaging may have changed over the years and there might be some tweets that don’t align with your brand values anymore. You should conduct a regular Twitter audit and delete such tweets that don’t go with your current brand messaging.

The next step in your Twitter audit is to analyse your audience and see what demographic groups follow you. This is also a good opportunity to understand your audience better so that you can customise your content to cater to them.

You can do this by using Twitter’s built-in analytics tool that has an audience analytics feature. Using this tool, you can see what kind of demographic groups  your audience is comprised of, what their top interests are, and more. There are a lot of insights that you can get by analysing your audience that you can use to formulate your future content strategy.

For example, if you identify the top interests of your current audience, you can create your content keeping those interests in mind. You might even discover interests that you didn’t even know but can leverage for creating future content.

Apart from this, Twitter Analytics also provides insights into customer purchase behaviours and buying styles. This is valuable data that you can use to target these people for lead generation and conversion.

Image Source: Twitter Analytics

Another way to analyse your audience is to use a tool like Twitter Audit, which can help you identify real and fake followers of your account. This lets you weed out any unwanted or fake followers and improve your account’s score. This tool also provides an overall audit score for your Twitter account.

Social media platforms are becoming stricter in their regulations about the use of bots and garnering fake followers. If you have too many fake followers, your account might fall under their scrutiny and may even be suspended. Therefore, it is important to conduct a regular Twitter audit and remove fake followers and improve the quality of your followers.

Another way in which you can benefit from auditing your audience is to identify your top followers. These are the ones who can be converted to brand advocates and influencers that you can collaborate with. 

The third and final step in the process is to audit your overall Twitter profile and branding. And, unlike the other aspects of this process, this one is done manually and does not rely much on tools.

From time to time, you should have a look at your Twitter profile and keep it updated. You can start by updating your bio and changing it if your brand personality and voice has changed over the years. However, remember that you don’t need to update your bio very often, but only if and when required.

Also, update any other aspects of your profile that need updating. For example, if your contact details have changed, be sure to make the changes to your Twitter profile as well. 

You should also use Twitter’s “Moments” feature to tell stories that engage your audience. Moments allows you to combine tweets to form a new piece of content. You can regularly create such moments using your best tweets from the last quarter or month.

One aspect that you need to update more frequently is your pinned tweet. Pinned tweets are the ones that you want to promote more and these show up at the top of your profile. It is a good practice to change your pinned tweets regularly.