HomeOnline MarketingContent MarketingHow one can Conduct a Twitter Audit

How one can Conduct a Twitter Audit

Is it time for a Twitter audit?

Current social media demographics spotlight that the platform is as energetic as ever.

That’s as a result of Twitter stays a primary place to advertise content material, make bulletins and talk along with your viewers.

However with out as a lot buzz as platforms like Instagram or TikTok, many firm Twitter accounts are gathering cobwebs.

So if you happen to haven’t touched your bio or modified your pinned Tweet in a number of years, now’s the right time to place your Twitter presence beneath the microscope.

Beneath we break down the best way to conduct a Twitter audit to enhance your profile’s presentation and efficiency.

What's a Twitter audit?

Consider a Twitter audit as a wellness verify of your organization’s account, targeted on high-level particulars like:

  • How nicely your Twitter content material and promotions align along with your social media targets
  • Whether or not your account is definitely incomes followers and engagement out of your target market
  • Benchmarks for content material efficiency and key KPIs (suppose: interactions, response time, Twitter site visitors)

The aim of a Twitter audit? Uncover any potential points along with your account whereas assessing what’s working and what’s not.  For those who’re attempting to get extra followers on Twitter, an audit can rapidly clue you in on low-hanging alternatives to achieve your viewers.

And if nothing else, an audit is a simple means to make sure that your model’s Twitter messaging and branding are all up-to-date.

How one can conduct a Twitter audit

The excellent news? Conducting an audit doesn’t should take lengthy.

Certain, you'll be able to pace up the method and go deeper into your information with social media administration instruments like Sprout Social.

However an intensive DIY Twitter audit is feasible with the platform’s built-in analytics as nicely.

Earlier than moving into the nitty-gritty of your audit, it's worthwhile to reply a easy query on behalf of your organization: Why are we on Twitter, anyway?”

There isn't a “proper” reply right here.  Your organization’s priorities is likely to be:

  • Model consciousness
  • Viewers engagement
  • Customer support (and buyer care)
  • Leads and gross sales
  • Content material advertising

Your targets will in the end information your audit and body what “success” seems like for you on Twitter. When you’ve discovered your reply, it’s time to start out digging into your Twitter presence.

Audit your Twitter profile and branding

First impressions matter on Twitter. At a look, your profile ought to talk:

  • What your organization does (merchandise, providers and business)
  • What your model’s mission and voice is
  • Why individuals ought to observe you (beneficial insights, one-on-one engagement, help and so forth)

A lot of sending that message comes right down to optimizing your profile’s presentation. Beneath are the preliminary steps of your Twitter audit to do precisely that.

Be sure that your entire model imagery is up-to-date

To determine whether or not your model “seems the half” professionally, ask your self:

  • Are we utilizing our most up-to-date model brand and creatives (suppose: cowl photograph, hashtags)?
  • Can we observe Twitter’s most up-to-date picture sizes?
  • Does our Twitter presence mirror the identical username, imagery and messaging as our social profiles elsewhere?

For reference, try the modifications in Grammarly’s Twitter profile between 2020 and 2022. The 2020 model is minimal and easy however efficient.

The 2022 model is comparable at a look (similar brand and bio hyperlink) however removes the hashtag utilization and boasts a way more colourful, eye-popping cowl photograph.

grammarly twitter audit 2022

Making these changes might sound delicate however they’re important to letting followers know you’re energetic.

Double-check that your messaging is sensible

Advertising messaging is arguably extra essential than ever.

Twitter’s restricted character rely could make it powerful to totally convey what you’re all about. That stated, 160 characters is sufficient room in your Twitter bio to:

  • Clarify what your organization does
  • Showcase your model voice (whether or not it’s skilled, conversational, humorous or someplace in-between)
  • Spotlight what makes you completely different out of your opponents

Corporations like Frase even handle to do the entire above inside a single sentence:

frase twitter bio

Take note of your pinned tweet

Pinned tweets are prime actual property for firms on Twitter.

For people visiting your profile for the primary time, this tweet is your introduction as a model. You clearly wish to make your pinned tweet rely, which is why many manufacturers use it as an area to:

  • Level to a lead magnet or call-to-action (evaluate a product, for instance)
  • Hype up a brand new product launch
  • Make a significant announcement (funding, acquisitions and so forth)


elgato pinned tweet example

Once more, tie your Twitter presentation again to your organization targets. For those who’re utilizing Twitter to advertise merchandise, mirror that in your pinned tweet.

Audit your Twitter followers for engagement and authenticity

Ideally, your followers on Twitter ought to mirror your target market and precise prospects. These followers needs to be stoked about what you’re posting and your engagement fee ought to mirror that.

The fact, although? This may not be the case if you happen to’ve been freestyling your Twitter presence.

Subsequent, let’s break down the steps of a Twitter audit that can assist you higher perceive your account’s stage of engagement.

Study your follower development and development fee

Whether or not by means of native Twitter analytics or a instrument like Sprout, check out how your account is rising month-to-month.

As a result of follower rely isn’t every thing. Impressions aren’t, both. You need to be aware of your profile visits and mentions to grasp whether or not or not you’re scoring interactions that point out curiosity.

twitter performance report

From there, peek at your follower rely. How briskly is your Twitter rising? How does that development examine to different networks like Fb or Instagram?

For those who’re seeing wholesome, constant development then maybe it’s time to make Twitter an even bigger precedence

Decide whether or not you’re attracting a related viewers

It will require some handbook digging.

Briefly, does your Twitter viewers resemble your target market? Scrolling manually and bios or hashtags in your followers’ profiles is a cursory start line.

Extra importantly, are you adopted by firms in your business? Do you earn shout-outs from precise prospects? Are you adopted by verified accounts (trace: take a look at your “High Followers” in Twitter analytics)?

In case your Twitter following looks like a free-for-all, it is likely to be an indication to rein in your content material technique (however extra on that later).

Utilizing Sprout, you may get rather more granular along with your viewers evaluation. Right here’s an instance of the best way to audit Twitter followers utilizing our integration, breaking down essential demographic information and essential conversations that point out in case your viewers s related.

Sprout analysis of hashtags for a Twitter audit

Full a Twitter follower audit report back to weed out faux profiles

The phenomenon of pretend followers is an issue throughout social media and Twitter isn't any exception.

Faux followers are inevitable, however too many can damage your repute and make your profile look spammy by affiliation.

Instruments like SparkToro present a free faux follower report you should use to rapidly assess the authenticity of your viewers.

Twitter audit for fake followers

For those who’re attracting extreme faux followers, it’s time to think about reigning in your content material technique and likewise prioritizing significant interactions with precise accounts.

And hey, that results in the following piece of our Twitter audit!

Audit your Twitter content material and publishing frequency

Maybe the trickiest however most essential element to investigate is whether or not or not your content material is performing.

Twitter rewards accounts of all sizes and shapes with attain.

However with out evaluation, content material efficiency feels really “random” (even when it’s not). Beneath are steps that can assist you hone in on what’s working, what isn’t and the place you'll be able to enhance.

Assess how typically you’re posting (and whether or not that frequency is efficient)

We now have loads of firsthand information on the greatest occasions to publish on Twitter.

And Twitter is exclusive versus different networks as a result of posting a number of occasions per day all through the day is completely truthful sport.

best times to post on twitter

That stated, precise publishing frequency in apply isn’t one-size-fits-all. We suggest your individual numbers to see if there’s a correlation between engagement and publishing frequency. That is but once more the place your native analytics might help.

twitter audit for follower engagement

For those who see spikes throughout sure days or occasions, make be aware of it. On the flip aspect, contemplate pausing content material throughout days or occasions the place there are constant lulls.

Analyze the number of content material that you simply’re posting

One other key variable that impacts efficiency, it’s essential to grasp how completely different items of content material drive engagement.

The fantastic thing about Twitter is that you haven't any scarcity of choices to make your content material technique numerous.

That is but once more the place treating your content material technique as a free-for-all can work towards you. You is likely to be throwing concepts towards the wall to see what sticks, however what then?

We suggest dividing your content material into classes and seeing which usually earns essentially the most interactions. For instance, you is likely to be posting:

  • Pictures
  • Movies
  • Threads
  • Infographics
  • How-tos and suggestions
  • Articles and blogs (exterior hyperlinks)
  • Memes and humorous content material

Analyzing your content material calendar can uncover high performers and outliers which helps you must prioritize by content material sort.

Assess which forms of content material carry out one of the best

Piggybacking on the purpose above, analyze the correlation between forms of content material and engagement fee.

Twitter’s native analytics mean you can rapidly assess high tweets for any given month. You are able to do the identical if you happen to export them right into a spreadsheet throughout the platform

Nevertheless, instruments like Sprout can provide you a extra complete and holistic view of the entire above with out practically as a lot digging.

sprout social twitter analytics

Oh, and our platform additionally makes it simple to determine which Twitter hashtags carry out one of the best to present your top-performing content material a much-needed enhance.

Audit your Twitter engagement to uncover new alternatives

No matter your organization’s targets, the tip results of a Twitter audit needs to be to develop your followers by means of significant content material and engagement.

To wrap issues up, we’ll clarify how your evaluation goes hand in hand with doing precisely that.

Assess what number of interactions you earn on any given publish

Primarily based in your typical engagement, you'll be able to set up a baseline and set your expectations accordingly.

However once more, there’s no “proper” or magic quantity right here. Don’t let your outliers affect what your common engagement fee needs to be.

twitter audit for audience engagement

Likewise, contemplate that the worth of Twitter for enterprise goes far past vainness metrics. Context issues in terms of engagement.

Assess your organization’s response time

Something you are able to do to hurry up your social media response time is a plus. Doing so is vital to delighting followers and likewise signaling that you simply’re listening to your viewers.

twitter support example

For those who’re lagging behind or taking greater than 24 hours to reply personally to tweets, contemplate how centralizing notifications or working inside a collaboration instrument (like Sprout!) can pace issues up;

Perceive the sentiment behind your organization’s @mentions, #Tags and branded key phrases

Pop quiz: how do your followers and prospects on Twitter really feel about you?

And are you glad with the conversations round your model on Twitter?

twitter audit for positive brand mentions

Combing by means of mentions, hashtags and branded key phrases (suppose: non-tagged mentions of your product or model) will let . Doing so manually could be a time-consuming course of, although.

Both means, you must all the time have a pulse on buyer sentiment and engagement. This but once more speaks to the significance of social listening and the flexibility to see essential conversations round what you are promoting.

From shout-outs to call-outs, instruments like Sprout offer you a chicken’s eye view of your Twitter presence and people ever-so-important interactions as they occur.

sprout social twitter analytics

Might a Twitter audit take your organization’s presence to the following stage?

Conducting an audit is a brilliant transfer if you wish to be sure your model is sending the precise message to prospects and prospects on Twitter

And strolling by means of the guidelines above can fine-tune your presence. Doing so needs to be a high precedence.

As a result of optimizing your profile now will in the end encourage extra engagement and significant buyer interactions long-term. As a result of Twitter audits are so fast and straightforward, we suggest you conduct an audit sooner relatively than later.

And if you happen to haven’t already, be sure to take a look at our social media audit template to spice up your presence on Twitter and past.

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