As you may know, I've been managing the social media for smoke.io for about the past month and a half. A huge part of proper social media management, is tracking the analytics! Analytics help to tell you what's working and what your audience likes. A growing number of followers is great, but this can be easily effected by a number of thing inorganically. For instance, buying followers; If you're experienced with social media management, you can take one look at a page and tell that their followers are bought. Bought followers usually are inactive, and don't engage with content at all.
More recently, Twitter has been removing massive amounts of inactive accounts, with no real guidelines or explanation as to how they identify these accounts. Our suspicion, is that this is possibly a narrative to conceal what's really going on - censorship. But, who knows. What we do know from our experience in the adult industry, that many people's accounts that share NSFW content on Twitter, have experienced a 'culling' of their followers. It's now becoming noticeable on other types of accounts. A recent article on crypto potato, notes that a lot of crypto accounts are being removed. Other sources report that it's due to recent changes on the platform that allow users to identify these 'fake' or 'spam' accounts.
What this all amounts to, is that using your followers count at this time as a KPI of your social media program just won't provide accurate measures. This has never been a focus of ours even before the recent changes though. Our focus has always been predominantly on engagement. Engagement is measuring the people that interact with your content. These are the people that ultimately, will help your following to grow organically. By looking at the engagement on your posts individually, as well as your average engagement rates, you can effectively craft your content and management strategy to increase these numbers exponentially.
With that out of the way, let's take a look at some of the most reliable key performance indicators that we have available.
Here, we're looking at an overview of Twitter's built-in analytics measurements. We chose to view dates from a week before we began managing the account to the present, to show the recent increase with out efforts. You'll notice an upward trend on various KPI's on September 24th. This is the date we started actively managing it.
Notice the engagement rate on September 23rd:
As compared to the next day:
This upward trend in engagement is from simply making new posts, and talking with our followers and people we follow! The same goes for our link clicks, which ultimately, is what it's all about! After all we want to bring people from these platforms - to ours!
The next big KPI to look at, is your impressions. This number represents the number of people who saw your content. This is also a number that we want to see go up. And we can accomplish that by focusing on our engagement. See, when a person engages with your content, their interaction shows up oh their followers feed. This then exposes new people to your content and brand. Here are our impressions for the month of October:
This page will also tell you what your top mentions and followers are. This is helpful when you're doing influencer outreach. We'll definitely want to hit up Weed Code's timeline soon!
If you're not already, be sure to give us a follow and RT on the smoke.io official Twitter account! We'll also be designing some new initiatives that you can participate in, to help spread the SMOKE!
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