Our very own Com­mu­nity Man­ager, Lau­ren Fried­man, weighs in on Twit­ter met­rics in iMe­dia Con­nec­tions today.

Check out her key take­aways and read the full arti­cle here.


This met­ric is always tricky because of the amount of spam accounts on Twit­ter. Obvi­ously, the more peo­ple you have fol­low­ing your tweets, the more eye­balls are on your mes­sage. What’s more impor­tant than fol­lower count? Engaged, qual­ity followers.

ReTweets (RTs)

RTs spread your mes­sage virally — Twitter’s form of word-of-mouth mar­ket­ing. When a trusted tweeter RTs a brand’s mes­sage, it can increase aware­ness and advo­cacy from new followers.

Poten­tial reach

Going along with RTs, an extremely inter­est­ing met­ric is poten­tial reach. When a user RTs you, it’s incred­i­bly valu­able to deter­mine how many poten­tial users can see that same mes­sage. Much like Face­book shares and impres­sions, if RTs can be mea­sured as poten­tial reach, it would be extremely valuable.

Rel­e­vant inter­ac­tions (@replies)
@Replies are a good way to deter­mine if your fol­lower base is engaged and active. Twit­ter is a place for two-way con­ver­sa­tion and suc­cess is still depen­dent on engaged and valu­able followers.

Once you under­stand these con­cepts, you can grad­u­ate and start using a vari­ety of Twit­ter met­ric tools to help you gain more insight on your inner Twitter.

Find­ing mean­ing on Twit­ter
Some of the biggest insights can be gained by look­ing at your brand’s three key “influ­encer” mea­sure­ments: your brand, com­pet­ing brands, and your audi­ence. Think of these as your brand’sTwit­ter credit score.

Here are five inno­v­a­tive tools to add to your tweet met­rics tool­box. And guess what? They’re all avail­able for free. This may just bring out the com­pet­i­tive tweeter in you.