Twitter stats provide companies with a valuable resource for understanding how their customers feel about brands and products. In addition to tracking likes and shares, companies can use advanced social listening tools to analyze brand-relevant text and images in tweets. The goal is to utilize consumer insights gained from Twitter stats to build proactive marketing and product development strategies based on what consumers value and expect from a brand.
Read on to learn about three ways companies are using Twitter stats to proactively grow their brands.
1.) Learn what consumers love
While Twitter provides users with a variety of relevant stats that paint a picture of what consumers do and do not like, using sentiment analysis on Twitter takes these insights to another level. Sentiment analysis is a social listening tool that uses AI to analyze text and images and determine their emotional content. Twitter stats such as which tweets receive the most likes or retweets are certainly relevant to creating brand strategies, but sentiment analysis can add nuance to this approach. Brands learn not just that users liked a certain tweet, but also why they liked or shared the tweet, and how much they really cared about it.
For example, NetBase Quid AI uses sentiment analysis to provide Twitter users with sentiment ratings that track both whether the emotional response to a product or brand is generally positive or negative, and how intense that positive or negative response is. This information is quantified with a score ranging from -100 to 100 and can also be presented using intuitive visualizations such as word clouds and graphs organized according to responses from different demographics.
Using sentiment analysis to analyze the Twitter conversation around a brand provides companies with insights into what features of their brand or product generate the most passionate emotional responses. This helps develop strategies that lean into traits with a positive association and away from those with a strong negative association.
2.) Join the conversation
Twitter provides a platform for brands to engage directly with their audience by responding to tweets. Twitter stats are helpful in directing brands to the most productive avenues of conversation when taking this approach. For example, using Twitter stats, brands can learn which of their followers have the highest number of followers and thus offer more visibility if engaged. Brands can also learn which of their tweets receive the highest volume of engagement and craft future tweets to share the characteristics of the more popular content.
3.) Crisis management
Consumers are increasingly turning to social media platforms such as Twitter to make customer service or product complaints. If brands can recognize these complaints and proactively address them on the platform, they are able to make a public display of excellent customer service while addressing an individual customer’s concern. However, if these sorts of negative tweets are left unaddressed for anyone to see, a brand gives an impression of not caring about its customers.
This means that it is important to utilize Twitter stats and social listening tools to identify potentially problematic tweets from consumers and address them before they lead to a crisis. According to an internal study conducted by Twitter, 64% of users prefer to contact a dedicated support handle on the platform rather than call a business for customer support. A brand’s audience is likely open to engaging and resolving issues via Twitter, but the brand needs to be able to identify when the issues arise. This is where AI-based social monitoring tools are invaluable. These tools can comb through large amounts of data that would be impossible to manually sort, using sentiment analysis to search for tweets that are negatively charged and could lead to crises.
Making the Most of Twitter Stats
There are a wide variety of Twitter stats available, both through Twitter’s on-site analytics and through the use of social listening tools such as NetBase Quid AI. Whether a brand is focused on gaining insights for product development and branding strategies or resolving a crisis, the key to utilizing Twitter stats effectively is to understand the options available and make a proactive effort to implement them.
