August 7, 2014 | Kayla Hollatz


We all are familiar with the heart flutter of seeing a new follower notification pop up on our Twitter dashboards. These vanity metrics might make us feel warm and fuzzy inside, but what do they really mean? Frankly, not much.

Having a big pool of followers might look good at a first glance, but what if your fellow tweeters aren’t chirping about you or your brand?

Yikes. Those followers aren’t looking so great now.

Remember, people can even buy followers today, so take this metric with a grain of salt.

So can we measure engagement like we can follower count?

You’betcha (is our Midwestern pride showing?). Measuring and keeping track of your engagement analytics is a crucial part in your Twitter success.

Let’s dive into the numbers and get friendly with these (FREE!) analysis tools:


Twitter Analytics

Twitter Analytics

If you have already signed up for Twitter Cards and have advertised with Twitter in the past, you have automatic access to Twitter Analytics. Score!

Twitter recently updated their built-in analytics reports, now geared toward advertisers. Users are able to see the amount of daily impressions their tweets and replies receive each month. Wait, what the heck are impressions? Twitter defines them as the reach of the tweet added to the amount of exposure the tweet receives.

Twitter Analytics also shows the total amount of impressions over each 28-day period and gives a percentage of increase (or decrease) of impressions as compared to the last 28-day period. Neato.

It also displays, you guessed it, engagement rates! It’s easy to measure how well you’re communicating with your Twitter audience. You can also track link clicks, retweets, favorites, and replies.

We are still waiting for Twitter to release the demographic information of these impressions, but hopefully that will be included in the next update. Fingers crossed.




Twtrland is arguably one of the best ways to find other influencers in your industry to connect with. Even the free version of this tool has some golden features. It allows you to see what percentile your Twitter account ranks in comparison to and you can also see how your competitors rank.

It measures your influence metrics by activity, popularity, and communicative properties for easy comparison. This tool also makes it simple to see which users you interact most with, which can be helpful in determining which Twitter relationships to invest time into.

Even though Twitter analytics doesn’t have demographic features doesn’t mean they can’t be found. Twtrland sorts followers by age, gender, location, and more. The more you know about your audience, the better you are able to market to them.

If you have aspirations to become a top social media influencer (which of course you do), Twtrland is a great tool to have in your arsenal.




Say what you will about the validity of the Klout score algorithm, but it is still the most widely accepted social media effectiveness score out there. It allows you to easily measure and track your impact as an influencer.

Klout shows you a daily Klout score plotted on a line graph so you can track the effectiveness of your online presence and engagement. It stores your scores for 90 days for analysis purposes. Awesome.

Klout scores range from 1 to 100 with 100 being the highest (think Barack Obama and Justin Bieber). Unfortunately, Klout does not share their formula showing how they assign scores to your account. You’ll just have to take their word for it.


Twitter Grader

Twitter Grader

It gives you a letter grade (yes, like we are back in grade school) for 4 key areas of your engagement: Tweet Activity, Retweets, Replies, and Retweets by Others. It also breaks down your Twitter timeline by how often you tweet, which days you tweet the most, where you send tweets from, and much more.

If you’re interested in determining who you interact with most and who shares your content the most, there’s a bar graph for that.

Now here’s the really cool part: It also allows you to compare your analytics to your competitors. Just type in their Twitter handle and you’ll instantly be given their full analysis. Pretty sweet.

Side note: For transparency, we still included a screenshot of our real-time Twitter grade. We were somewhat shocked to see an F, but after some thought, we realized why. We started our Twitter in 2008 and just started consistently tweeting 7 -1o tweets/day (excluding mentions and engagements) this June. It’s important to remember this tool only looks at overall averages of your account, so don’t be frightened if you get a less than optimal grade like we did.


Have you tried any of these engagement analysis tools or have any others to recommend? Reach out and let us know in the comment section below.



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