Dear Farillio Expert: I don't understand Twitter analysis. Katy Howell of Immediate Future shares her views.

5 min read

Tuesday 13 Apr 21

Dear Farillio member,

On 26th March 2021, you asked our fabulous expert Katy Howell on the Go Far Fast Show:

“I don’t understand what the analysis means when I look at how my tweets are doing. What should I be focusing on? Is there an easy way for us to understand what these metrics mean and how we can apply them?”

And Katy said:

Be mighty always, Farillio


“There isn't. I wish there was. There is no simplicity and it's a real challenge. Social media is a game of multiple moving parts and you need to spin every single plate all the time. What you need to do when you look at your analysis is to make sure that you have an engaged community around you. That's what you want, particularly on Twitter. Are people are actually paying attention to what you're doing? Look at your reach and make sure you're getting to enough people. Have a look at whether or not people are engaging, and also look at what people engage with. You're really looking to see whether or not you're increasing, whether or not you're beginning to build that profile. One of the things that I would do is start to put things called trackable links into a few of my posts – I wouldn't do it on every single one. A trackable link can be managed either via a tool called 'bitl. y' or Google has one. If you have Google analytics on your website, you can use a Google UTM. A Google UTM allows you to track where that link has come from. So, using that trackable link will give you much more depth on vanity, which is all the stuff about engagement, all the way through to sanity. Ultimately, the big challenge for your community member to understand, is that there is an awful lot of measurement in digital, let alone social. We do love to measure everything, but not everything matters. Just focus on reach and whether or not what you can see is an active community.”

Ask your question:

If you have any questions that you'd like us to ask in a future Go Far Fast Show, send us a DM on Twitter or on LinkedIn. We'd love to hear from you!

Want more from Katy?

You can also find Katy’s answers to other questions being asked by you and your community in our Dear Farillio Expert section on our blog site, and Katy’s great guidance on social media here.

Please note: The contents of this blog are not tailored business advice or legal advice. This is guidance and information, which we do our best to keep current, relevant and helpful. If you need business or legal advice, please use our Speak To An Adviser service or you can get in touch via our LiveChat.

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