Wondering how you’re going to use social media to build business and grow your presence? Do you ever stop to look around and see how you’re faring? Services like Twitter are great for listening and connecting, but they work a lot better if you take a look back. Break open your Twitter account and see what you answer to the following questions?
Quick Twitter Audit
- Look at your last 20 tweets. How many were @ replies? How many were retweets of other people’s work?
- In your last 20 tweets, how many promote your own work versus pointing towards others’ ideas?
- Do you have at least one ongoing Twitter search going? (use http://search.twitter.com to set one up.
- Are the tweets you hope will be retweeted under 120 characters so people can retweet them?
- Of the people you follow, how many are “influential” in some way, how many are potentially good for referrals, how many are just celebrities?
- How often are you tweeting? Is less more? Is more more? Are you burying your good stuff?
- How are you feeding Twitter? What are you giving your audience to consume? Do you share interesting articles? Do you point out your lunch du jour? What’s the plan?
- Are you autotweeting your post titles? Is that bringing you lots of response?
- Have you checked the click-through stats on your short links? For instance, if you use bit.ly, take the URL of anything you’ve posted, copy it to a browser bar, and add a +, like this: “http://bit.ly/iOGhJ2+” , and you’ll see the stats. How are you doing?
- How many folks are you gaining a day? Not that this matters greatly, but it sometimes gives you a sense of whether someone’s into what you’re saying.
What Will This Tell You?
You’ll note that I placed no real judgment on your results. It’s up to you to read into them what you wish. But if you’re asking whether Twitter’s working for you as a marketing tool, some of the answers will likely be obvious above. For instance, I went to a marketing professional’s blog, saw that none of his posts had any comments, and then when I went to his Twitter account, I noted that it was all blurts of his posts and self-promotion. His five thousand followers were nearly useless in driving traffic, near as I could tell. Why? Because he wasn’t using Twitter to engage in any particular depth.
Measure What You Want to Improve
I’m just started back on a fitness and nutrition program. I’m writing down everything I eat, measuring my weight, measuring my fitness efforts, because that’s the only way I know whether I’m making progress.
If you want better results in Twitter, but you’re not really stopping to see where you are with things, maybe that’ll make a good start for you. And maybe I didn’t hit on the kind of measurement you’re hoping for. Make your own, if you like. But give it some thought.
So, anyone want to share what they found in their audit?