Whether you are still new to using Twitter for your business or looking for ways to optimize your growth, learning how to conduct a Twitter audit will help you reflect on areas where you can do better.
This guide will show you how to assess your Twitter profile and strategy so you can improve and drive positive change for better results.
What is a Twitter Audit?
A Twitter audit is simply conducting a review of the most crucial aspects of your account so can ensure that your performance is in alignment with your marketing goals. This means taking a deeper look into your profile, your tweets, and your audience to see if they fit into your bigger picture.
The goal of conducting a Twitter audit is to see if it matches your overall marketing goals. It also provides you with a good idea of how well you compare with your competitors because there’s a disadvantage of being left behind.
Here’s how to go about it.
Set Your Marketing Goals
Start by defining your marketing goals and what you are hoping to achieve through Twitter. This platform is great for raising awareness for your personal brand and generating leads for your business. But your goals will vary based on your personal preferences and your current situation.
The first thing to start with is your Twitter profile. Your audience decides to follow you only after checking out your profile, so this is a good place to start.
Here are some of the things you should check in your profile:
Your profile picture, header, and logo should be well-aligned with your personal brand.
Ensure that your header and profile are in the right dimensions.
Your Twitter Bio should be optimized and well-written to make a great first impression. It should provide a clear idea about who you are, what you do, and how you can help your audience.
Ensure you have a pinned tweet. If you already have one, make sure it is current and relevant.
You can also perform A/B testing of your Twitter profile through a tool like birdy.so to see which version brings you more followers.
Tweet Performance Audit
Once you have taken a deeper look into your profile, it's time to begin your Twitter audit. Use your Twitter analytics dashboard or an analytics tool like Tweet Hunter to generate a report of your activity, such as tweets and replies, engagement rate, impressions, and your top tweets.
This will give you a better idea of what is working well with your audience and how you can improve and optimize your content for maximum engagement.
Conduct quarterly audits as part of your routine so you can quickly change your strategy to respond to changing audience requirements and industry trends.
Without analysis, your content strategy and performance will just be random. It is necessary to conduct a Twitter audit for your content to hone in on your content and find if you are publishing the right type of content at the right time.
Here are a few key things you should be assessing.
Publishing Frequency and Times
Twitter is different compared to other platforms because posting multiple times a day is the norm. But there isn’t one set publishing practice that is right for everyone. Take a look at your analytics to see if there is any correlation between publishing frequency and engagement.
The key to success on Twitter is to have a diverse content strategy. It is important to understand that each type of content will drive different levels of engagement. It is equally important to get a better understanding of what your audience prefers.
Take a deeper look into your current content strategy to see which type of content generates the most engagement. Analyze tweet performance to uncover your top tweets and compare how some of these content formats work for you:
Blog posts and article links
Tips and How-tos
Visual content (images and videos)
Follower and Following Audit
Audit Twitter followers to ensure your current audience is relevant to your marketing goals. This will also allow you to uncover any trolls or fake followers that may negatively impact your growth on Twitter. Here’s how to conduct a thorough audit of your followers and the people you are currently following.
Tools like Follower Audit will help you analyze your current audience to find fake followers. It will also allow you to delete these followers.
Essentially, fake followers are sock puppets and do not have a real person using them. They can manipulate analytics information, and it's best not to have them following you.
It is also recommended that you take a look at your followers to get a better understanding of who your top followers are. Ensure you are following important followers who interact with your content on a regular basis.
Keep track of relevant influencers and thought leaders in your industry so you can follow them. This is the most effective way to get their attention. Following them will also give you a better idea about the type of content they regularly post and if it is effective.
Tweet Hunter has powerful analytics features that will allow you to conduct an in-depth Twitter audit to track your top metrics, evaluate your content strategy, and find the best time to post on Twitter for maximum engagement.
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