Twitter has fast become an essential online marketing tool and more and more companies are adopting Twitter as part of their online marketing strategy. With the growth of Twitter it is easy to get lost and start tweeting away without truly knowing what benefit (if any) you are getting, and most importantly, how to measure your efforts.
Twitter combined with other areas of online marketing can be very beneficial. Twitter allows businesses to engage with their target audience, improve brand awareness, promote blog content, gain feedback from new products and in relation to SEO, increase traffic.

How to measure SEO Twitter Success:

When it comes to measuring traffic via Twitter, Google Analytics is known not to count all traffic from that your site receives. Basically, unless your visitors are clicking direct on a link from the Twitter.com website it won’t show up as a direct referrer. There are ways around this, for example, using URL shorteners that allow Google Analytics tracking code capabilities. bit.ly and kl.am are good examples and will certainly give you a better idea of the amount of visitors that you are actually getting.

You can also measure your tweeting efforts also by using a tools like TwitterCounter or TweetEffect. This tool gives you an instant insight to the gaining of followers or losing of followers based on specific tweets you post. Over a period of time you can see what your followers like or dislike about your tweets and tailor them accordingly.
Twitalyzer is a great tool to measure your influence not just clicks. It gives feedback on things like you Reach, Engagement, Influence, Generosity and Clout.

Using a tool like ReTweetRank allows you to measure the amount of retweets about you per day. In essence the more people who are retweeting your messages the better.

Is “influence” the best way to measure success in Social Media? Or should we pay more attention to direct KPI’s for measuring success? Overall we need to pay attention to both sides of the coin and combined with SEO, PPC and other online marketing methods, success will be measured through the rewards.

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