With 330 million monthly active users (100 million of whom are daily active users), sending 500 million tweets per day, Twitter is a marketing tool that simply can’t be ignored. It’s not just for individuals either, with brands like PlayStation and Chanel commanding huge follower numbers (15.5 million and 13.6 million respectively), it’s clear that this is a social media channel with huge commercial potential.
Whether tweeting with 10 followers or 10 million, any brand aiming to capitalise on Twitter’s incredible reach needs to ensure they do it right. That means tweeting the right things at the right times, connecting with the right people, responding to customer feedback (both good and bad), growing follower numbers, tracking brand mentions, proving ROI… the list goes on.
Luckily, there’s help at hand in the form of a whole host of Twitter tools, designed to achieve all of the above and more, without taking up swathes of your time, or completely blowing your marketing budget. But with so many tools to choose from, how do you know which are worth the effort? Here are eight tools to consider and what’s more, they’re all either free, or have a free version available to try.
Tweeting at regular intervals throughout the day means you’ll catch the attention of Twitter users who are online at a variety of different times. If you tend to send all your tweets out in one daily burst, or have limited capacity to post at different times of the day, a scheduling tool is worth considering.
Buffer’s free plan not only allows you to schedule your tweets, but does so in the most effective possible way too. Create your posts and queue them, and Buffer will send them out based on your posting schedule. It also helps you to analyse your most successful publishing times. On the Buffer Starter Plan, you can add 3 social accounts and 10 scheduled posts per social account. There are paid plans available though for more active users.
Hootsuite offers both free and paid options. The free service is perfect for those with five or fewer accounts to manage. Teams can collaborate on a single web-based platform, which allows the addition of multiple social channels for cross-social campaigns, and it’s not just about scheduling either. You’ll also be able to identify and increase audiences, create custom reports, track mentions and more.
If you’ve been asked to demonstrate the ROI of your brand’s Twitter activity, you’ll need measurable goals. This is where analytics tools come in.
- Twitter Analytics
Twitter’s own analytics tool allows you to view a trended topline analysis of the performance of your tweets, understand which of your tweets is performing best, and assess your follower growth and their profiles. Drilling down further, you can take a look at the impressions and engagement garnered by each individual tweet, as well as discovering who the influencers are in your network.
- Google Analytics
For many brands, Twitter is used primarily to drive traffic to the company website. Google Analytics will help you understand how many visitors your site receives directly via Twitter, with the campaign tracking tool giving you the most accurate picture.
It’s easy to keep on top of tweets in which your brand is directly mentioned with the @ symbol, but it’s a little harder to filter through the Twitter noise to find indirect mentions and react accordingly. You guessed it – there are tools for that too.
Another tool with both free and paid-for options, Mention allows you to track mentions of your brand, your products and your competitors, or any keyword of your choosing. You can also create alerts, filter mentions, and find influencers talking about your keywords.
It’s easy to get lost in Mentionmapp’s vast expanse of data. Search by either username or hashtag, and you’ll be presented with a map of your results, allowing you to discover new hashtags and people that are connected with your brand.
One of the best ways to get noticed on Twitter is to have influencers talk positively about your brand or your products. These tools will help you to discover which influencers are best suited to your needs.
Just because someone has a large number of followers doesn’t automatically make them an influencer. Plug a username into Klear’s web-based interface and you’ll discover whether they could make a genuine difference to your brand.
This nifty tool from Moz enables you to search for keywords within the bios of Twitter users, and ranks these users by authority and reach. You can also compare followers of different Twitter accounts, to see which influencers are following your competitors but not you.
I hope you find these tools useful. Do you use any others that I’ve not listed above? Tweet me your favourite Twitter tools @Liz_Harmon. Or, if you’re looking for help with your Twitter accounts, contact me to find out how I can support you.Here are 8 #Twitter #tools to consider and what’s more, they’re all either free, or have a free version available to try. Click To Tweet