A Guide To Twitsprout: A Facebook and Twitter Analytics Service

Brands are always looking to measure how much interaction their social media pages are getting, and there are a number of different tools you can add on to Twitter to achieve this, and for Facebook Brand Pages there’s built in Insights, which you’ll no doubt have noticed were lagging behind recently.

While it’s now up to date and there is some useful information in there, there is a service called Twitsprout that gives alternative in-depth analytics and presents it in a simple, visually appealing way. And the major bonus is that it’s not just for Facebook, it can also analyse your Twitter account, as well as the Facebook and Twitter accounts of your competitors.

So that means you can have analytics for your own Facebook and Twitter Pages, and those of competitors, all in the one place. We’ve been using the service and so have compiled an easy, step-by-step guide to using Twitsprout.

Choosing A Package

First off, you need to choose what package you want to avail of, depending on what you will be using the service for. The Sapling plan is free but only for Twitter, and allows you include three Twitter accounts. You can get a free 15 day trial of the Spruce, Hickory and Redwood plans, which all have varying levels of functionality, but all including Competitive Tracking, Facebook pages and Twitter Accounts. There is also the option of a custom Mahogany plan which offers API integration and white-labeled enterprise plans.

We are using a Hickory Account so that’s what we’ll be taking you through here. Once you have signed up and chosen your package and created your password you’re in! You’ll see your empty dashboard when you sign in, and can start adding Facebook and Twitter pages to your account.

Adding Accounts

You do this by clicking on the ‘+’ label at the left hand side of the dashboard, which will then ask you do you want to add a Twitter or Facebook account. When you’ve picked one you are then asked whether you want to authorize your account, or to track a competitor.

Starting out by adding your own accounts, you need to give Twitsprout permission to access your account. You’ll be presented with a list of all the things you will be allowing Twitsprout to do with your account. Once you authorize Twitsprout you can add your Twitter, and Facebook pages that you are an admin of, to be analysed. Bear in mind this this gathering of information takes time, you won’t be able to see the information immediately, it takes a number of days before the stats are ready.

Tracking A Competitor

If you select tracking a Facebook competitor, you have to enter the competitor’s url in order to do so. If you want to track a Twitter competitor, you just need to type in the Twitter name, @example. You’ll then be asked what label you want to put the competitor under; if it’s your first time adding a competitor you’ll want to create a new label for them. Again it will take a number of days before the data is ready to be viewed.

Viewing the Data

When the data is ready to be viewed, click on the label you want to view, and you’ll be presented with the leaderboard. If you have numerous accounts under the same label then this is where you’ll be able to see which one is performing best under a number of headings. You can change which headings you want our accounts measured under by clicking the cog in the top left hand corner.

To see detailed info for a Facebook page or Twitter account, click on the name on the leaderboard and you’ll be taken to the dashboard. Below is our Twitter account for example, where you can see some very interesting and in-depth analytics, presented in a smart, colourful and clean way. It’s best to see for yourself, but there are stats like hourly change in followers, number of daily tweets, historical account growth, follower to following ratio and your growth rate in terms of how many followers you are growing by each day.

The dashboard for a Facebook account is similar, but with different stats relevant to Facebook such as the number of posts, likes and comments, engagement level, and particularly useful, engagement levels by post type. This offers a pie chart by way of presenting the info as to what kinds of posts got the greatest level of engagement, whether it’s a link, a photo, a status, music or a video. That’s really useful information to have so you can see what types of posts you should be concentrating on.

If you would like the metrics to be better explained, simply click on the ‘?’ label on the right hand side of the dashboard and when you hover over a certain metric, it will be explained in further detail.

Using the Data

After that, it’s really up to you what you choose to do with the data, and whether it influences you to adapt your strategy across your Facebook pages and Twitter accounts. The information could also be useful for meetings and reports, and you can also export the information in CSV or PDF form, simply by clicking the appropriate label on the right-hand side of the dashboard.

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