With millions of active users per month, Twitter is an unquestionable good tool to engage with audiences and to expand the online reach of your brand. But it is a tricky point to be aware of whether your brand is successful on the website. Here is when a Twitter audit report becomes useful. When Twitter is being used for business purposes, it is indeed necessary to understand it deeply of its content and the way it performs. All of us are aware that social media marketing is at its boom and is constantly updated and growing. Even though you have done your Twitter role well for your business, it is essential that you keep checking on its performance and audience reaction to optimize your presence online. This is required as business existence on Twitter outranks other platforms like Instagram. YouTube, Snapchat, and Pinterest.

A Twitter audit is an analysis of your Twitter account. It guides you to perform analysis of your Twitter account by looking at the analytics, audience, posting times, content types, and consistency as well. A Twitter audit should be done regularly, and it would not consume a lot of time. A Twitter audit answers the following questions:

1. Who is the audience for you?
2. What are the content types that you post?
3. What is the content type that your audience prefers and enjoys?
4. Are you posting in a consistent way?
5. When are your followers more seen to use the account?
6. Are you getting the desired Return of Investment (ROI)?
7. What can you do to increase your presence?
8. Who has access to your account?

Finally, the two things that your Twitter audit report should contain is a general sentiment and traditional metrics. The metrics would indicate if your marketing efforts drive better business results and the sentiments would give you an indication of the way your audience feels about your content and online presence. So, you need to understand various ways as to how to do Twitter audit.

Twitter Audit Report

Let us discuss ways to get a Twitter audit report. Before you perform any auditing, you should keep a strategy in place. When you do not have a proper goal in place for your Twitter audit, it would hard to audit it. The following would help you as to how to make Twitter audit report.

• Profile Audit – Firstly, you need to look at your profile page. This is the place where most of your company information resides, there are many things that you can do to make it right. Get the following information in right:
  1. Bio – Your information about bio should be descriptive. When someone gets into your page from some other place, they should be able to determine what you are doing at the first sight itself. On your page, you should ensure that the details that you place are correct and get it the same on your website as well. 
  2. Profile Pictures – As a next step, ensure that your logo is attractive and up to date. It is indeed important to have constant branding spanning across all your social platforms. You must make your cover photo more imaginative that contain simple designs. Ponder on the approach that would best suit your organization. As this is a social media platform, you need to be more creative.
  3. Pinned Moments And Tweets – Twitter provides you an option to pin a tweet at the page top. This is ideal to promote new content pieces, declarations, or to give more information regarding your company. See that you keep an update on this as and when required on your promotion most of the time.

• Audience Audit – This is a necessary parameter in your Twitter account Audit Report. While you have an excellent profile in place, you should also look at the audience who look at it and follow it. This would provide you with an idea of the content type that you should keep posting and that your current audience is all enough and set to reach your goals. Check the following:
  1. Fake Audience – An ideal way to start is to look for fake followers. You have various tools where you can just mention the username and provide you roughly on how many fake followers you have for your account. 
  2. Understand Your Followers – Next, you need to analyze your followers and what they are about. You should influence your influencer followers and the content type that is popular among them. Twitter’s analytics platform gives you your followers information like lifestyle, interests, demographics, and the tech type they use.

• Tweets Audit – Yet another important parameter in the Twitter audit report is to check your tweets. You need to check on the tweets. You should see tweets and analyze which one goes well and which one does not. You need to check on the following:
  1. Collect Your Tweets – Firstly, you need to collect your tweets so that you could perform a fast overview all at once without having the necessity to scroll up and down on your feed. It can be done in the following two ways where you could export on your tweet. One method is to head over to Twitter’s analytics.
     1. Login in to your Twitter dashboard and then select the Tweets tab
     2. Set your date range
     3. Click on the ‘Export data’

Twitter would download a spreadsheet that would have details like statistics on your promoted tweet, engagement, and many more. And in case you are auditing for many accounts, like the brand’s main account and customer support account, you need to do this for everyone and then associate them into one spreadsheet.

• Review Your Activity – See that you have tweeted in one place, and then review the way your strategy is being executed. How frequently have you been tweeting over the period? Check with the dates to see what your posting schedule looks like. Should be tweeting extra or fewer frequently. You should also require paying attention to what is working and what is not working. Arrange your spreadsheet to project which tweets would get the highest potential reach, responses, impressions, and likes. Then note down what tweets perform the best. Have a look at the following parameters:
  1. Post Type – Which parameter is getting more attention. Whether it is images, links, video, or your content. See what are the common themes that emerge out of it.
  2. Copy – Are you getting a lot of responses to the tweets that ask questions? Or whether your audience is being engaged with tweets that highpoint deals and offers in many ways.
  3. Hashtags – Analyse the hashtags that you are using. What are the hashtags that you use the most and how many are you using in your tweets? There are best practices for ways to make use of hashtags on Twitter, and you need to review its approach whether it works for your audience.
  4. Mentions – Check whether your top tweets have reference to influencers of any specific accounts. What is the occurrence of your mentions in your overall tweets?
• Delete Old Tweets – When Twitter is being around for some time, it must be having many old and out-dated tweets. These kinds of Tweets are seen though, and it is required for you to delete those tweets and ensure that what is presented is correct and update one. Few tools help to mass delete old tweets and you can also set an option where the tweets get deleted automatically after a certain said duration. 

• What Tweets Are Performing And What Are Not – As a next step, you need to check what tweets are performing and what are not. There are various analytics platforms that do this. You can set a channel to track all your posts and check on which one gets the most retweets, impressions, and other kinds of information. When you have a simple sortable table, you would be able to check on your good and bad performing tweets fast. From here, you can get an impression of the kind of posts that your audience would like and then you can set out a strategy on that. You can even check the tweets that are written about you. Using Twitter’s analytic platform, you can perform this. You can look at the tweet performance by exporting the data and create a spreadsheet to track the tweet’s performance.

• Google Analytics – How to make a Twitter audit report using Google Analytics? Well, Google Analytics is a great Twitter audit tool. It can pick up Twitter traffic by itself and by using the URL tag of Google’s campaign, you can be able to distinguish between your own and organic traffic. This can also help to see the traffic that you get from the posts and what content works and what traffic gets converted. You can create the URL using the Google tool. This tool is powerful and simple. 

As Twitter followers are useful, let us see how to audit Twitter followers. 

For an ideal Twitter audit report there is a reason where the audience should be listed because, without followers, your presence has no volume. A Twitter audit report is required to focus on the audience’s understanding to make sure that you are publishing the applicable content for your projected audience. In the ‘Audience’ tab you would see a lot of data for your audience breakdown. There is a lot of information that you could see here, but you need to focus on what is required for your business. Where there is a large increase or decrease in followers for a specific day, reference your Twitter audit report to check what you have tweeted. Your audience is likely to respond to what you have done and in case the reaction is negative, you can rectify the situation as well. Find out where the followers are located and do you engage in regional or global discussions. In case you miss the mark on it, start to pay attention to what is happening and where your audience is. Here are a few ways as to how to audit Twitter followers.

• Analyze Your Budget And Calculate Return On Investment (ROI) – Calculate ROI as it has the whole thing to do with the user traffic. Eventually, you are using Twitter to get new customers and hence it is important to see that your audiences keep growing every month, engage with your content, finding your website, and convert the audience into your customer. Based on your KPIs, there are many different methods to calculate ROI. In case you are trying to look to create a sales lead, it can be got through an analytic tool. At this point, you can decide on Twitter marketing efforts and sales to make the whole process more inbound.

• Twitter Visitors – This method is to ensure that your social tactics bring people to your website. You can set up goals to decide on the sum of leads that you require to generate per month. Then, you can divide that by the business days number of that month that would provide you with your daily goal. Twitter can be used to create a positive brand image. You should test and analyze your Twitter content regularly to understand the ways Twitter is important for your sales and conversions. Instead of investing a lot of time to measure the activities results, you need to arrange on the marketing initiatives and have an eye on specific benefits.

• Sort Out The Details – Ensure that you have designated a team to take care of your account and keep changing the password regularly. Your analytics page would help you to get it.  

Conclusion

A Twitter audit report is just not one thing. As the social landscape keeps changing, auditing should be regular maintenance for your Twitter account. Try to set a quarterly audit goal to ensure that you are in tune with your audience requirement, producing good content regularly, and your actions get into good ROI. Having a regular Twitter audit report would be helpful to outline your overall goals and strategies.