Many businesses use Twitter as a way of broadcasting their content across the web with the aim of engaging in conversation with their audience and ultimately drive traffic back to their websites. One of the difficulties has always been a lack of performance statistics. Anyone who embarks on any kind of marketing activity needs to be able to accurately measure it so that they can see if it’s working for them.
There are website analytics tools out there but they don’t really give much information about traffic coming from social sites like Twitter, one of the reason is the sheer speed at which these sites have grown in popularity.
So comes the advent of Twitter Web Analytics its sole aim to help increase an understanding of the traffic they receive from Twitter, but not only that, it allows you to understand how your content is being shared amongst Twitter users and see the effectiveness of integration of Twitter into your website through ‘Tweet’ buttons.
It will certainly be interesting to see the real value of Twitter, there is a lot of noise on the social networking site and it’s difficult to gauge which posts get the best response and if all of your efforts are actually achieving the results that you are looking for.
Twitter is certainly effective for some businesses, I have come across those that use nothing else for lead generation, but to use it successfully you really need to have a bit of a plan in the first place, ensure that you post frequently and try and engage with your followers. One of the most difficult things to get started is to build up your followers in the first place. It can be quite tempting to follow anyone and everyone and this works well for some. But for others they need to take a much more strategic approach.
All that said I shall certainly be taking a closer look at Twitter Web Analytics to see if the tool will make a useful addition to my ‘tool shed’ – sorry trying to be funny again.