Measuring metrics: How can we gauge Twitter analytics tools?

Communicators weigh in on what to assess, and how best to assess it, in the ever-changing social media cyberscape.

Just how do you measure whether your company or even your personal Twitter feed is getting your message out?

Because we’re only in the “first or second inning of social space”—per Scott Roen, vice president of American Express’ Open Forum—that’s still being determined.

This month, Twitter unveiled its new, official analytics tool to help users get an idea of who’s following, who’s unfollowing, who’s mentioning their feeds and who’s reading their tweets.

It’s probably not enough on a large scale, say communicators and social media experts.

“Social media is a very fluid environment, and while the analytical tools are getting better and better, the apps and platforms each undergo their own organic changes,” says Alan Silberberg of Silberberg Innovations. “So it is best to layer a bunch of analytics on social media than just rely on one.”

When you start using any of the available tools on the Web for measuring your Twitter feed’s effectiveness, you have to know what you want, which may not be the same for every communicator.

What should you measure?

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