Better Insights with Analytics For Twitter Cards
Twitter introduced analytics for Twitter Cards this week and this news confirms my digital geek status. I’m extremely excited about this new feature.
We’ll now be able to better understand how our Twitter cards are performing which will allow us to measure and tweak our social media marketing strategy.
These new analytics for Twitter Cards will let users, community managers, and social media consultants see how many people have engaged with their tweet and exactly what level of engagement took place.
If you’re unfamiliar with Twitter Cards, it’s time to get familiar now. Here’s some background:
What Are Twitter Cards
Twitter Cards are an amazing invention to increase user engagement. Publishers, developers, big brands, and SMBs use Twitter cards to enhance their tweets and make them more engaging to their audience using pictures, videos, content previews, and deep links into their apps.
Let me show you an example from my timeline on Twitter.com. You’ve no doubt seen a highlighted “View Summary” link included along the bottom of a tweet:
You’ll only see that link with Tweets that have Twitter Cards. Once clicked, the Twitter Cards expand the tweet to display engaging photos, videos, or a blog article summary in text coupled with the engaging featured image from that blog post.
The above is an example of a Twitter Summary Card. There are 8 types of Twitter cards that can be attached to Tweets, each of which has a beautiful consumption experience for the user on web and mobile.
1. Summary Card: Default Card, including a title, description, thumbnail, and Twitter account attribution.
2. Summary Card with Large Image: Similar to a Summary Card, but offers the ability to prominently feature an image.
3. Photo Card: A Tweet sized photo Card.
4. Gallery Card: A Tweet Card geared toward highlighting a collection of photos.
5. App Card: A Tweet Card for providing a profile of an application.
6. App Installs and Deep-Linking: An extension to any Card that provides app download and deep linking.
7. Player Card: A Tweet sized video/audio/media player Card.
8. Product Card: A Tweet Card to better represent product content.
As you can see, Tweets with Twitter Cards are much more engaging than those without. This is all well and good for the end user but what about the social media content creator and their client? While we may get more engagement from enhancing our Tweets with Twitter Cards, we’d also appreciate some more information.
Twitter responded by introducing these analytics for Twitter Cards, which will allow us to gain valuable insight into how our content is performing on Twitter. They went one step further by promising personalized tips to help us make more strategic decisions about our use of Cards.
New Insights From Twitter Cards
Twitter Cards allow you to attach rich media experiences to Tweets about your content; Twitter Card analytics gives you related insights into how your content is being shared on Twitter.
Through personalized data and best practices, Twitter Card analytics reveals how you can improve key metrics such as URL clicks, app install attempts and Retweets.
Your Snapshot provides a holistic view of how your content is performing on Twitter, showing the number of Tweets containing a link to your website or app.
The full dashboard for your analytics for Twitter Cards will feature impressions, URL clicks, app installs, mentions, favourites, retweets, and follows! The only think missing is unfollows and we all know there’s a tool for that.
These new Twitter analytics tools will help us to create better content that’s more informative, engaging, and most importantly for your business, lucrative and provides decent ROI.
Here’s a video from Twitter’s blog post that further explains these new analytics:
Getting Started With Twitter Cards
It’s relatively easy to get started using Twitter Cards and then being able to view your stats using the analytics for Twitter Cards. There’s a few things you’ll want to know before you get started.
You’ll need to choose which Twitter Card is best for your use. Select one that fits best for your content and try it out. Twitter suggests experimenting with different card types and using the analytics to guide you through which card works best for your content.
A useful fact to know is that you can use multiple URLS in a Tweet that is enhanced by Twitter Cards but it’s important to know how Twitter process this.
1. Cards from pic.twitter.com and vine.com have preference over alternate domains
2. URLs are processed in order of appearance in the tweet, first to last
Twitter Cards and Facebook Open Graph
Twitter card tags and Open Graph tags are very similar. Twitter Cards are based on the same conventions as the Open graph protocol. So if you’re already using Open Graph to describe data on your page, it’ll be easy to generate a Twitter Card without duplicating your tags and data.
So what this means is that when the Twitter Card processor looks for tags on your page, it first check for the Twitter property, and if it doesn’t find anything, it falls back to the supported Open Graph property. This minimizes the amount of duplicate markup required to describe your content.
If you’re ready to get started using Twitter Cards click the link and best of luck! Note that the analytics for Twitter Cards function will roll out to everyone over the next few weeks.
If you’d like some help with installing Twitter Cards or managing your social media marketing, please contact me. I’d be happy to meet with you un person, over the phone, or on Skype and begin a conversation.
Are you using Twitter Cards? Are you looking forward to seeing the analytics? Please let me know what you think in the comments below.