Chances are that you’re using Twitter to reach out to your business’s customers. But when was the last time you conducted an audit to see how well the account was set up and performing? If your answer is “Never” or “I can’t remember,” then you’re overdue. We put together this guide to help you finally do that Twitter audit and improve your account.
In short, a Twitter audit is an analysis of your Twitter account’s current performance. Taking the time to put this together provides valuable insights into how you can improve your strategy on the platform moving forward. Some of the factors it includes are analyzing your engagement rates, the types of content that perform best, and the kind of people who follow you. All of this information helps you improve your strategy to become more effective over time.
Now that you’re familiar with what a Twitter audit is, let’s dive into how you can actually conduct one.
Your followers are an important part of your social media marketing strategy on any platform. Regularly taking a look at who is following you can help you ensure that you are reaching the right people. Do the majority of your followers match up with who you thought your target audience is? If not, maybe you need to rethink your target audience. This might tell you that a different audience is interested in your product or service than you expected. Another important aspect of this is determining how many of the accounts are real. The first thing to look at is whether they have profile pictures and bios. If not, that can be a good indication that these are fake or bot accounts. These accounts generally don’t engage with your content, which can negatively impact your account. If possible, you should remove them from your followers as soon as possible.
Your profile as a whole should accurately reflect your brand image and values. You can begin by ensuring that all of the information in your profile is up-to-date and accurate. This includes, but is not limited to, your contact information and any website links. You should also make sure that all of the images associated with your profile are high-quality and consistent with your brand. This goes for header images, profile pictures, and more.
Another part of optimizing your profile is choosing your pinned tweets. These are tweets that get a featured spot on your profile, showing up first in your tweets. You should think of this spot as a second place to give new followers an introduction to your brand. You might want to choose a pinned tweet that contains a call-to-action, hypes up a recent product launch, or makes a major announcement. These are all things that can get people excited about following your Twitter account.
As a part of optimizing your Twitter profile, you should also include relevant keywords in your bio. This will make it easier for new people to find your profile – and by extension, your products or services. Your bio should make it clear what kind of content or services followers can expect from your account. Don’t be afraid to regularly update your bio over time as your business may change.
Now it’s time to audit what you’re actually posting on Twitter – your tweets! Take this day by day or week by week until you get a good grip on the range of topics you typically post about. Once you have a few months’ worth of content, you’ll be able to see trends such as what is resonating with your audience and what isn’t as effective.
One of the benefits of Twitter is that there are a lot of different formats for posts. You can choose from images, videos, threads, infographics, memes, links to blogs, or tips and how-tos. Take a look at which format performs well, in addition to the content within the format. This will help you prioritize your future Twitter content.
Finally, it’s time to analyze how your content is performing. You can do this by calculating your average engagement rate. This can be found by dividing your Twitter followers by the number of engagements a tweet gets. Don’t worry if this number seems low, that is partly the nature of Twitter. In fact, the average Twitter engagement rate for brands in 2022 was 0.035%. What might be more helpful for your business is looking at your overall engagement rate over time. Has it been increasing or decreasing over the last several months? In addition, is there a certain type of content that consistently gets better engagement than others? These are the metrics that will be most beneficial for your social media strategy.
Twitter can be an important part of your overall social media marketing strategy. Conducting a regular audit of your Twitter account is essential if you want to get the most out of it for your business. If you follow these steps every few months, you’ll be able to see a significant difference in how much traffic – and even sales – it is bringing to your company.
Updating your Twitter bio is one thing, but coming up with what to post every day is another. If you’re feeling fresh out of ideas for things to tweet about, don’t worry! 98 Buck Social’s experienced content curators can ensure you are getting on-brand posts to your account as often as you’d like. Check out our social media posting services today.