Have you been in a situation where you are active on Twitter and have a good follower count, but are still not sure of the impact of your efforts? Sure, you see an increase in followers every now and then and some likes, comments, and retweets, but is it enough? How do you assess whether your efforts are successful or not?
That’s what a Twitter audit is for. A Twitter audit is like a quick pulse check to analyse how your account is performing. It will assess the different aspects of your profile and identify the ones that need improvement.
You can also measure your account’s performance against specific goals that you have set for yourself. Or you can simply conduct a general wellness check.
While this might not be worth the effort for personal accounts, but for a business account, this is practically necessary. You need to have a good understanding of your account’s performance and understanding of your audience to be successful on Twitter. Conducting a Twitter audit can help you improve your Twitter performance by providing valuable insights.
So, read on and find out how to conduct a successful Twitter audit for your account and gain insights to fuel your future strategy.
How to Conduct a Twitter Audit:
Three-Step Process to Conduct a Twitter Audit
First, you need to be clear on the goals that you have for your Twitter account as it is better to conduct a focused audit. It could be lead generation, improving brand sentiment, enhancing brand awareness, or anything else. For each of these goals, there should be an associated metric that you can use to judge whether the goal is met or not.
Once you know what you want to achieve via your Twitter activities, you can conduct an audit to see the impact of your initiatives.
You can conduct a Twitter audit either by using a tool or doing it manually. There are several tools available online that you can use to audit your Twitter account. Twitter also has a built-in analytics tool that provides numerous insights into your account’s performance.
To conduct a thorough audit, you need to analyse all aspects of your Twitter account. We have segmented the process into three broad categories to analyse the three main aspects.
Here is a step-by-step process to conduct a thorough Twitter audit to analyse and assess these three areas in detail.
Audit Your Tweets
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.
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.
Audit Your Audience
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.
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.
Audit Your Profile
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.
Conducting a Twitter audit is not a one-time thing and should not be treated as such. It should be a regular thing and you should do it at regular intervals.
Depending on how active you are on Twitter and how important it is for your business, you need to decide on a frequency for conducting these audits. For most business accounts, a quarterly audit should be enough.
Also, you can try using Google Analytics to track your leads generated via Twitter. While the tools mentioned above analyse your Twitter account, this measures its effectiveness as a lead-generation channel. So, this can be used along with a Twitter audit or analytics tool to get the best results.
If you do not conduct regular Twitter audits, you should start doing so now. This post will help guide you in conducting your audit and get the best out of it.