15 Social Media Branding Strategies to Capture and Retain Your Target Audience

Updated on March 5th, 2020.

As competitors strengthen their online profiles, the need to differentiate your brand’s identity on social media grows.

Building a recognizable brand known for its positive qualities will help gain and retain followers. Successfully executing branding strategies can help win customers, too.

But developing a powerful, branded social media presence is a challenge you can’t quickly overcome.

Consider using these 15 social media branding strategies to do the job help you achieve a strong social media brand presence.

Jump Links:

Influencer Marketing:
1. Connect with Influencers
2. Get an influencer to Takeover

Consistent Messaging
3. Optimize Your Bio and Your Profile
4. Develop Your Voice
5. Be Consistent with that Voice and Your Topics
6. Post Regularly
7. Embrace Visuals

Continuous Engagement
8. Share User Generated Content
9. Create Groups or Communities
10. Join Chats
11. Avoid Platforms Unpopular with Your Audiences
12. Promote Your Profiles Beyond Social Media
13. Offer Users More than They Expect

Ongoing Analysis
14. Monitor Constantly
15. Measure Your Efforts

Influencer Marketing

For those who’ve built a respectable social media following, many strategists consider influencer marketing a next step in building brand recognition.

By getting an influencer who closely aligns with your target image to promote your accounts, audiences should associate your brand more closely with that target image.

For example, many consumers associate Under Armour with athletic strife and excellence because Steph Curry is its biggest spokesperson.

Though your brand may not be able to contract an NBA superstar, there are almost certainly influencers in your industry who can deliver branding benefits.

To identify influencers based on the hashtags and keywords they post with, make a search for those terms:

1. Connect with Influencers

The first step in executing an influencer marketing campaign is identifying suitable influencers.

Of course, they must have large audiences. But those audiences must be engaged. Some studies show the average engagement rate on Twitter is between 1 and 2%, so anything higher is suitable for an influencer.

The next step is building a relationship with an influencer who matches your criteria.

You can start by following target influencers on their main social channels, interacting with their updates and sharing their content.

Once you’ve built some rapport, pitch a campaign that builds your brand’s image while benefiting the influencer. The next section covers an example of how to do so.

2. Get an Influencer to Take Over

Getting an influencer to run your social channels for a day entices their fans to follow you, while giving him or her another avenue to showcase wit and knowledge.

For example, comedian and diehard Boston Red Sox fan Rob Delaney ran the MLB Twitter account on May 7, 2013. The profile gained about 20,000 followers, as Delaney tweeted baseball “facts.”

Influencer Marketing - 15 Social Media Branding Strategies - Influencer Takeover for the MLB

What’s more, the takeover helped MLB build a reputation on social media that many sports organizations aim to achieve: being funny and relaxed.

Consistent Messaging

The core of brand building on social media largely involves creating themes — or, messages — and regularly demonstrating them through text and visuals.

Whereas influencer marketing campaigns may be best executed once you’ve grown a sizeable following, consistent messaging should begin when you join a social channel.

It may take trial and error to see which kinds of content best resonate with target audiences.

But once you’ve figured that out, being consistent in your messaging should reinforce your brand image.

3. Optimize Your Bio and Profile

Your social profiles should encapsulate your business and its main messages, acting as a pitch for those who visit.

Summarize the benefits of using your products or services in your profile description, including applicable keywords to make your account easier to find for audience members. You should also provide another method of contact for serious business inquiries.

Consider emulating these profile descriptions:

Profile Optimization - 15 Social Media Branding Strategies

Depending on the platform, you can also alter your background, profile picture and theme colours to reflect your logo and match your website.

By doing so, consumers will begin to recognize your brand assets.

4. Develop Your Voice

Establishing a common posting tone makes your updates distinct and easily-recognizable. This can also help build a connection with your target audiences, especially if your voice is in tune with them.

Take IHOP as an example. On Twitter, the pancake house appeals to its young demographic by piggybacking off popular phrases among teens and writing without punctuation — similar to what you’d see in instant messaging.

Develop a Voice - 15 Social Media Branding Strategies

If you’re unfamiliar with relevant phrases or jargon, monitor your main social channels more closely. You’ll likely identify niche terms you can use to develop your voice.

On a surface level, using a distinct voice increases IHOP’s engagement. Deeper, it encourages followers to associate IHOP with a laid-back dining atmosphere.

5. Be Consistent with that Voice and Your Topics

You must be consistent with your voice — and the topics you post about — to build an authentic connection with your target audience, influencing them to keep your brand top of mind.

Otherwise, that voice you’ve worked hard to create may seem forced and disingenuous.

Deviating from core topics can also compromise brand tone and messaging.

Going back to IHOP as an example, its social media strategists don’t post about government food sanctions. Doing so could damage how the audience perceives the restaurant.

Stick to your voice and main topics to enforce your brand’s image.

6. Post Regularly

Since social media branding centres on influencing your audience to easily recognize and remember you, irregular posting damages your efforts by keeping you off user newsfeeds.

Posting frequency depends on audience activity and how audience members engage.

For example, you may realize that tweeting in the morning earns more replies than doing so in the evening. You could also earn more engagement by posting twice a week instead of five times to a given platform.

This will take some experimentation to determine.

However, an optimal posting schedule helps keep user attention while potentially earning more followers.

7. Embrace Visuals

Images can be powerful tools to encapsulate your brand’s identity and messages, instead of seemingly-random pictures with your logo tacked on.

Visual content should reflect:

  • Themes your brand stands for
  • Your brand’s unique or differentiating values
  • The topics your audience is interested in

Take this image from Red Bull’s Instagram account as an example:

Use Visuals - 15 Social Media Branding Strategies

It shows Red Bull’s connection to extreme stunts and appeals to its high-energy audience.

As well as engaging fans, visual content of this quality builds and solidifies brand identity.

Continuous Engagement

Frequently engaging fans, followers and other audience members allows you to constantly communicate and demonstrate your brand’s core values.

You can engage audiences by sharing original and third-party party content that ties into brand messages, or running contests and social events related to them.

For B2C brands, replying to users also exemplifies favourable traits such as friendliness and helpfulness, especially when answering questions and helping solve issues.

As a bonus, regular engagement helps keep your brand at the top of consumer minds. This can potentially boost sales and other meaningful actions.

8. Share User-Generated Content

Like posting testimonials on your website, sharing user-generated content that positively depicts your brand can strengthen its identity.

Consider that more than 90% of consumers trust earned media — characterized as word-of-mouth from impartial sources — more than all other types of advertising.

Take a plus-size clothing company for example.

To reap the benefits of word-of-mouth on social media, share similar user-generated content.

9. Create Groups & Communities (or Participate in Them)

Creating, or participating in, groups and communities helps overcome many networks’ low organic engagement rates.

This helps generate buzz around your brand’s content. You can reach users who are interested in your industry or offerings, avoiding crowded timelines that constantly update and bury your posts.

For instance, an analytics company may create, moderate and promote a group about data mining. Not only does this give the company another method of engaging target audiences, but it furthers branding efforts.

That’s because, in the eyes of group members, the company aligns itself with images of research and analysis.

10. Join Chats

Similar to groups and communities, Twitter chats let you directly engage members of your target market to create buzz around your brand’s ideas, opinions and content.

Use a chat’s hashtag to interact with industry players — ranging from prospects to other businesses. You’ll likely build your follower count as you answer questions and interact with fellow participants.

Twitter Chats - 15 Social Media Branding Strategies

This type of direct conversation and engagement allows you to demonstrate expertise and helps build brand reputation among active industry voices.

11. Avoid Platforms Unpopular with Your Audiences

You may waste time and resources attempting to engage audiences on each major social network, as your target audiences may not be active on all of them.

LinkedIn may not be ideal for brands that target teens and young adults, whereas Snapchat likely won’t yield noticeable results for B2B companies.

What’s more, as developers create hyper-specific social media platforms, it may be advantageous to focus your efforts on ones that cater to your target audiences.

For example, many cosmetic surgery clinics favour niche forums over Google+ and LinkedIn:

Niche Platforms - 15 Social Media Branding Strategies

That’s why committing to a group of social platforms — slowly expanding it when appropriate — can help focus your engagement and branding tactics.

12. Promote Your Profiles Beyond Social Media

As your profiles act as engagement and branding hubs, it’s worthwhile to promote your accounts outside of social media to grow their followings.  

You can grow your social media presences by:

  • Participating in Industry Events
    • Run a booth to promote your products. Create valuable physical content to distribute. Strike up a conversation with attendees. As more people learn about your brand, you should gain more attention on social media.

  • Including Handles in Stores and on Products
    • For businesses who drive sales through physical locations, posting images of social networks lets customers know on which platforms you’re active.

By drawing offline attention to your social media profiles, your online branding tactics are likely to reach more users.

13. Offer Users More than They Expect

The bulk of users solely expect to receive status updates, albeit ones with original content, as they follow your social accounts. But offering perks can work to strengthen brand image.

For example, send a private message to new followers that contains a free coupon. It can use your brand slogan, colours and general information, encouraging them to visit your store or website.

They’ll be exposed to more branding tactics — whether physical or online — as a result.

Perhaps most importantly, giving customers more than what they expect influences them to link your brand to a positive experience.

Ongoing Analysis

As with any marketing activity, you must regularly analyze your social media branding efforts to ensure to your tactics are working. Otherwise, you lack insight into your performance.

The worst case scenario? You devote countless hours and a sizeable part of your budget to strategies that don’t yield desirable results.

The best case scenario? Your strategies effectively establish a brand identity, yet you ignore data that can help further establish this identity at a faster rate.

These two scenarios depict why ongoing analysis is crucial to successful branding on social media.

14. Monitor Constantly

Enacting a social media monitoring strategy helps ensure you don’t miss opportunities to build brand identity.

For example, as consumers may forget to tag you or misspell your handle, you can monitor company-related keywords to pick up on their posts and strike up a conversation.

Tracking industry keywords can also uncover engagement opportunities and openings to discuss your business.

Social Media Monitoring - 15 Social Media Branding Strategies
This Twitter live-stream sample is from a Keyhole real-time tracker.

This is beneficial for both branding and public relations because it opens doors to resolve issues and answer questions, exemplifying your business’s positive characteristics.

Finding these opportunities should accelerate your social media brand-building efforts.

15. Measure Your Efforts

Measuring social statistics such as reach and engagement can help refine aspects of your branding strategy.

Assume that using specific hashtags is a key part of promoting your initiatives and products. However, you discover that few users search for — and view posts containing — these hashtags.

Likewise, checking ad performance statistics may reveal they’re not reaching target audiences.

Word of your brand may not be spreading quickly enough as a result.

By measuring these social tactics either manually or with a tool, you can determine if it’s worthwhile to alter your strategies to build brand recognition among prospects more effectively.

Final Thoughts About these Social Media Branding Strategies

It’s important for digital marketers to ensure their activities — ranging from influencer campaigns to active social media monitoring — help establish a clear brand identity.

This means you shouldn’t post for the sole intention of getting shares and winning followers. Instead, think about how your actions can support brand goals and perception.  

The shares and followers will come as you work to build a unique reputation that resonates with your target audience.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

How to Create an Epic Twitter Hashtag Campaign

Updated on February 21st, 2020.

With over 79% of marketers in 2014 using promoted tweets as part of their campaign, Twitter hashtag campaigns are no longer a novelty in the marketing world.

Twitter hashtag campaigns can help you reap enormous rewards when done right. 

But how can you run and optimize a winning Twitter hashtag campaign?

We’ll walk you through 4 simple steps to help you create amazing hashtag campaigns.

You’ll be able to learn:

  • How to research what’s working for your competitors on Twitter
  • How to select the right KPIs and goals for your Twitter campaigns
  • How to structure your Twitter hashtag campaign for maximum engagement
  • How to execute a flawless campaign and keep up with your audience

Let’s get started!

Jump Links:

1. Research How Your Brand & Competitors are Perceived on Twitter
2. Identify the Goals of Your Twitter Campaign
3. Create Your Twitter Hashtag Campaign and Strategy Around it
4. Execute, Monitor, and Respond

1. Research How Your Brand & Competitors are Perceived on Twitter

What is your brand’s current position in the Twittersphere? How influential are you on Twitter?

Who talks about your brand and in what context? When are your fans talking about you? What associated keywords are used to talk about your brand?

These are some of the important questions you need to answer before starting your Twitter campaign.

In this step, you want to do two things:

  1. Measure your current influence.

    This information will be crucial for your post-campaign analysis. Your ‘influence’ metric includes your current followers, and more in-depth metrics such as contributors, and sources.

    You can measure your real-time influence using Keyhole by searching for your  brand name or URL of your website. This will give you the following data: contributors, reach, impressions, top sites & content, influential users, location & demographics, top sources of tweet, and related hashtags/keywords.

  2. Make a list of keywords that your brand is mostly associated with.

    Knowing associated keywords will help you brainstorm the concepts, hashtags, and copies for your campaign. This information is also available on Keyhole in a form of word cloud.

This will help you gain a bigger perspective of the industry and guide you in crafting your own Twitter campaign.

You don’t want to run a campaign similar to what your competitor has done last week.

The research method is simple; Do what you did for your own brand.

Understand their current reach on twitter, read their copies, and monitor the influencers behind their brands.

Analyzing your competitor’s twitter strategy will reveal a lot about your own brand’s strategy.

Try it yourself here!

2. Identify the Goals of Your Twitter Campaign

This is a step you and your team must do before creating the actual campaign content and strategy.

It’s easy to get caught up with creativity and virality around the campaign that the actual business metrics and KPIs become unclear.

What is your brand aiming to get out of a Twitter hashtag campaign? Is it to promote awareness for a certain product? Increase your followers? Get people to download your new app? 

Metrics like followers, RTs, and mentions will inevitably increase with a successful campaign, but clearly defining your goals will be incredibly important in coming up with an effective content strategy.

Deciding which metrics to track can be tricky. 

Jenn Deering Davis from Kissmetrics gives some great suggestions for developing your KPIs:

If you want to measure awareness, use metrics like volume, reach, exposure, and amplification. How far is your message spreading?

In order to measure engagement, look for metrics around retweets, comments, replies, and participants. How many people are participating, how often are they participating, and in what forms are they participating?

To drive traffic to your website, track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site?

Identify advocates and fans, track contributors and influence. Who is participating and what kind of impact do they have?

A great example of a Twitter hashtag campaign built around solid metrics is UN Gender’s #HeForShe.

The goal of the campaign was clear: To obtain pledges of gender equality from 100,000 males within a year. As part of their integrated marketing campaign UN Gender….

UN Gender Campaign
  • Made their call-to-action crystal clear. It was easy for audience to understand what the project was about, and how to participate

  • Streamlined #HeForShe content in all of their global accounts with Hootsuite

  • Obtained influential celebrity endorsement, such as Emma Watson, who strongly encouraged men to pledge for gender equality

  • #HeForShe team worked closely with UN Women affiliate offices around the world to report on real-time feedback from tweeters across the globe

The key learning from UN Women’s #HeForShe campaign is that they built their strategy from a well defined goal — to get 100,000 pledges from men, which they were able to obtain within the first week by the way.

3. Create Your Twitter Hashtag Campaign and Strategy Around it

This is the fun part. We went ahead and did the difficult work for you so you just have to follow along!

We evaluated 10 of the past three years’ most successful Twitter hashtag campaigns, such as UN Gender, Yellow Page, ZzzQuil, Lays, and Amex, and found that all of these twitter campaign had three of the four qualities we call FOAM:

  1. Fun — words says it all. It’s fun and entertaining. E.g.: Charmin toilet paper’s #TweetFromThesSeat asks people to share their voice while “doing their business,” which resulted in thousands of hilarious tweets — from the “seat”.

  2. Opinion-based — invites people to share their views/opinions/ideas on a particular issue. E.g.: General Electric’s #IwantToInvent asked people to submit ideas of their own inventions.

  3. Action — calls on audience to do something. E.g.: Mastercard’s #PricelessNewYear Twitter campaign asked audience to take a photo with their loved ones and tweet with their hashtag.

  4. Meaningful — gives audience a philanthropic motivation or a monetary reward. E.g.: Ensurance’s Superbowl Twitter hashtag campaign gave out $1.5 M to one Twitter user.
FOAM chart for Keyhole 4 Step Twitter Campaign Blog Post

When drafting your content, ensure that your twitter hashtag ties in with your brand in a witty, relatable way. It needs to be customized to your goals & your audience.

For instance, DiGiorno Pizza used #DiGiorNOYOUDIDNT to promote their pizza delivery service by targeting football fans. How? By crafting witty football smack verses and live- tweeting them during the football season.

Digi Pizza Twitter Campaign

Why did this work?

  1. Well-targeted demographics. Who else is a better target for a pizza brand than a group of adrenaline-packed football junkies?

  2. Witty & Product-focused. Not only were their tweets funny and related to football, but it also promoted their product.

  3. Relevant. They tweeted live and responded ASAP showing clear understanding of Twitter and it’s mechanisms.

There are thousands of different ways to execute a Twitter hashtag campaign, but the key is solid planning.

Open your excel files, round up your team members, and be ready to make checklists.

For instance, if your hashtag Twitter campaign is going to have a give-away, plan the logistics in as much detail as possible — What is the prize? How are we going to pick the winner? When are you going to end the contest? How soon will they receive their awards?

If you’re asking your audience to submit user-generated-content (such as a picture of them with your product), plan out your tweet schedules. You should use data you’ve collected during the research phase to optimize.

For instance, how often and during what time slots are you going to tweet? Who will you tweet at? What kind of keywords will you use? — you get the idea.

Also, if your brand has a budget for the Twitter hashtag campaign, make sure you explore all the products Twitter offers and allocate your budget accordingly.

Promotion of the campaign needs to be incorporated in your planning as well. Here are few ways to promote your Twitter hashtag campaigns:

  1. Cross promote across all your social media channels. In other words, streamline your campaign.

  2. Partner with relevant allies. This can include celebrities, spokesperson, influencers, employees, or even other companies that can benefit from your campaign.

  3. Use paid services offered by Twitter. You can read more in depth about Twitter’s business products here.

  4. Integrate your campaign with offline efforts such as events. This method is particularly useful if you’re geo-targeting your audience.

Planning a campaign will vary depending on your budget, industry, and scope. Learning from other companies’ success and failures is of paramount importance.

4. Execute, Monitor, and Respond

Now that you have your compelling copy, creatives, and a meticulous plan in your hands, it’s time to execute.

Make sure your entire team is aware of the strategy and plan for your Twitter hashtag campaign as it will be crucial to amplify as soon as it’s live. Remember, 92.4% of all retweets happen within the first hour it’s been tweeted.

If you’re new to scheduling your tweets or any other social media content, here is an amazing article by Buffer that can help you with content planning.

Few simple strategies to further promote your hashtags while the campaign is live:
1. Write a tweet in relation to a trending tweet that also ties in with your campaign hashtag

2. Tag (or @) your top influencers and ask them to participate in your campaign

3. RT or Mention any participants for amplification

4. Create blog posts that aggregate your favorite tweets and share them with your audience while mentioning the relevant participants

Twitter needs to be on-watch constantly during the entire duration of your twitter campaign. Make sure your hashtag is monitored real-time using tools like Keyhole. 

How is your campaign doing in comparison to your original goals?

If it’s not doing as well as you’ve expected, perhaps an pivot in strategy is necessary.

While monitoring, your designated twitter-warrior needs to respond to most if not all of the audiences participating in your campaign for amplification. Remember,

70% of surveyed Twitter users expect a response from brands they reach out to on Twitter. Of those users, 53% want that response in under an hour.

Here is a fun infographic that can help you optimize your Twitter response.

Twitter Response Guide Infographic

Now go on and get started with your next viral Twitter hashtag campaign! Comment below and share your own Twitter hashtag campaign tips or ask away any questions you have.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

Social Listening: Best Practices For Growing Businesses

Updated on January 23rd, 2020.

More than listening to what customers are saying about your brand or industry in the social sphere, this one question is important:

What do you do with what your customers and prospects say on social media?

Jump Links:

5 Social Listening Best Practices:

1. Pick a Successful Competitor to Imitate
2. Determine When to Engage an Ongoing Conversation
3. Have Relevant Departments Go All In
4. Carefully Consider Your Choice for a Social Media Listening Tool
5. In the End, How Much is Social Listening Doing For You?

Hearing what customers say on social media is one thing, but understanding how to use their conversations to your brand’s advantage is another.

500 million tweets are sent every day. That’s ~6,000 tweets per second.

And that’s just Twitter.

A prospect could tweet something as simple as “I need a black shoe right now” and get the attention of seventy of her followers engaging with the post.

What would happen, if you as a shoe brand (for instance) chime into that conversation with a link to your black shoe — including a discount coupon?

Here are five social listening best practices that can make a huge difference in your business:

1. Pick a Successful Competitor to Imitate

When you learn from people who are already doing well, you’re in essence skipping the mistakes they made before getting to where they are today. You can avoid most of mistakes they made.

On learning from competitors, PR expert Gini Dietrich says:

“Analyze your competitors’ marketing—see which efforts work well, and understand why stakeholders like them: What is their primary messaging? Why does or doesn’t it work? How do people respond to the company’s overtures online? Is word of mouth positive or negative? Why?”

Businesses perform better at social listening when they ethically learn from competitors who are already doing it right.

Piecing together their strategy is like scoring a free cheatsheet. Visit their platforms to see how they’re doing their social media — responding to feedback, joining industry conversations, and so on.

Fashion company Topshop, for example, is a good brand to learn social listening from. And of course, there are several other brands out there that are awesome at this.

While many other fashion brands only only take advantage of world-renowned events like Valentine’s Day and Christmas, Topshop takes advantage of other smaller festivals or events — especially in entertainment and fashion space.

When conversations about #EEBAFTAs (the hashtag for British Academy Film Awards) were trending on Twitter, Topshop joined in.

Tweet of Topshop during the #EEBAFTAs

Remember, this is an event many other fashion brands don’t value as much as they do more popular events. Well, Topshop decided to participate in the conversation on Twitter and their engagement rate soared; one of their tweets with the hashtag became the most popular on their timeline.

So, when looking for brands to learn your social listening strategy from, companies like Topshop are good examples to learn from. They look at other industry-related events that most of their competitors aren’t looking at and take advantage of them.

There are hundreds or even thousands of other brands you can learn from. Do your research on brands doing social listening well in your industry and see how you can learn from them.

But what if you step into a lively conversation and get a slap in the face? You need to know when to enter an ongoing conversation on social media.

2. Determine When to Engage an Ongoing Conversation

Social media is built on conversations, and consumers want to be talked to, not sold to.

Social media marketing guru Carlos Gil put it more succinctly:

“Talk to your audience, make conversation, build relationships. Consumers are people and they don’t want to be sold to, they want to be engaged so engage them.”

But it’s not just getting into conversations with prospects that’s important, you also need to know when and when not to engage them.

Ever gotten into a conversation and then realized you shouldn’t have? Or maybe your timing was just off?

When to enter an ongoing conversation is crucial.

It determines whether or not you’ll be getting any benefits from your social listening efforts or not. It determines whether you’ll get bashed or praised for joining a conversation. Avoid regret. Pick and choose your times to engage.

Here’s a few examples of typical conversations, and how to engage them:

Customer Service Queries

Customer service related queries require your immediate response.

Customers get angry all the time for different reasons, and you want to ensure they don’t stay angry. Or they need to ask questions before buying from you.

In any case, you want to respond to customer service requests fast.

“Netflix is known for its superior online customer service. That is due in large part to a corporate culture that empowers employees to act quickly”

Rebekah Radice, Founder at RadiantLA

78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.

An Ongoing Conversation About a Government Policy

Trying to take advantage of a social media conversation about a government policy that hurts people is an example of a potentially bad time to enter a social media conversation (depending on your stance).

For instance, following a ban from the US president last year, people from Muslim-majority countries were banned from entering the US. Taxi companies weren’t happy about this, and so they all went down the JFK airport and stopped pickups from working.

Amidst this commotion, Uber saw it fit to join the conversation and advertise their service, in theory helping stranded passengers. The turn out was bad. #DeleteUber became a thing on the Internet with many users posting how they weren’t happy without Uber’s position on the ban:

#DeleteUber campaign.

If you’re not going to sympathize with people who find a particular policy disturbing, it’s best to stay away from conversations like this.

When to Keep Quiet or Simply Apologize

Sometimes it’s best to remain silent — when saying anything at all will make a situation bad on all sides. Depending on the vitriol being spread, you may just want to pretend you didn’t hear a thing.

A smart rule of thumb is to only get involved in conversations when you know you won’t get burned or miss out on significant benefits.

For example, these conversation scenarios are clear enough to know whether or not to chime in:

  • An angry customer is egging people on and you feel you might be baited into a fight – Do not chime it.
  • You feel tempted to speak ill of a competitor’s product. – Do not chime in.
  • You feel tempted to market your Spring bouquets on Christmas Day (making you look like an extraterrestial)- Do not chime in.
  • You will literally miss the party if you don’t get into a conversation on time — like tweeting about Valentine’s Day on February 15 – Chime in!
  • You won’t get burned for marketing your Valentine’s products on Valentine’s Day – Chime in!

These are just a few examples. Think up a few you want to avoid or join.

But it’s still not always this straightforward, right?

Sometimes it can get really dicey and you won’t be sure whether or how to respond to feedback in the sometimes volatile social arena. Everybody’s watching, remember?

And bad news travels fast.

For example, one Clayburn Griffin mentioned Cap ‘n Crunch on Twitter, saying…

Tweet about Cap'n Crunch by Clayburn Griffin

Cap ‘n Crunch probably wasn’t sure what the outcome of their clapback would be. But they took the risk anyway. As it turned out, it worked for them. Cap ‘n Crunch’s tweet clearly got more love than KFC’s.

Cap 'n Crunch's tweet at KFC

Should you do the same if you were in this situation?

Speaking about the reason for their clapback, Andrew Cunningham from Huge (which managed digital for Cap ‘n Crunch) said: “KFC came at us pretty hard, and at that point we had full license to zing them back.”

Sometimes it isn’t rocket science to know when to enter a conversation. Sometimes it is. A smart rule of thumb, however, would be to only respond to conversations that clearly CAN BE handled. And apologize when occasion demands.

Another good social listening practice is to have your social media team collaborate with relevant departments in your organization to provide accurate information.

3. Have Relevant Departments Go All In

Social media is clearly not a secondary channel for marketing anymore, it’s the main channel today.

And if that’s the case, then it’s worth having all relevant departments in your organization collaborating on it.

When an issue is brought up by a customer that your social media team doesn’t have enough expertise to handle, have them link up with the relevant departments that can provide apt feedback or information.

78% of customers say competent service reps play a huge role in a happy customer experience.

Service reps can’t be competent if they aren’t fed the right information by relevant departments. So departments in your organization need to collaborate with your social listening efforts.

Customers hate it when they reach out to your customer service via social media and don’t get a satisfactory response. Or when you tell them to send an email to get an issued solved. Nothing beats you giving them the right response right from social media where they contacted you.

“I have for 10 years—long before Facebook was even on the map—called myself a ‘relationship marketing specialist.’ And I love that term because to me it transcends the medium. It’s all about people doing business with people.”

Mari Smith, Top Facebook Marketing Expert.

And remember, it’s social media — everybody’s watching.

This doesn’t mean your programmers, finance people, and other staff need to abandon their roles all the time to respond to customer complaints on social. But they can play a huge role in assisting your social media managers with the relevant information they need.

An open communication line between the social media team and relevant departments can work wonders here.

That said, your entire social listening effort, however, is nothing without a good social monitoring tool.

4. Carefully Consider Your Choice for a Social Media Listening Tool

Social media listening tools help you analyze what’s been said about your brand and industry on social media.

There are many social media monitoring tools out there, which makes choosing the right one a challenge sometimes. But you need to find the right one for your business anyway.

An inefficient social listening tool will make your social marketing efforts unnecessarily hard and frustrating.

If, for example, your tool can’t help you sort out the different sentiments in your social mentions, it’s going to be really hard to start scrolling through the many mentions you get to get the one(s) you’re looking for.

Want to monitor sentiment analysis for the hashtag you’re tracking like this? Try Keyhole.

Social conversation monitors have different capabilities. Some provide basic functions while others offer more advanced features. You want to pick the one that offers the functions that matter to your business.

5. In the End, How Much is Social Listening Doing For You?

You need to track metrics that matter. Otherwise, it’d be all for nothing. And there are lots of things to track, but you need to spot the ones that really matter to your business.

A few things to track:

  • Sentiment: How many mentions about your brand are favourable or otherwise.
  • Popularity: How many mentions are you getting per day, week or month?
  • Influencers: Who are the influencers talking about you, how many are they and what are they saying?
  • Most engaging topics: Which topics get the most likes, replies and reposts? Knowing this will help you understand where to focus your social listening efforts.

What you do with what you’re hearing about your brand is critical in this age where it feels like social media is controlling the world. Use the strategies in this piece to make the most of what’s being said about you and your industry.


Keyhole is a real-time conversation tracker that provides keyword analysis and hashtag analytics. Get started for free and conduct social listening for your brand.

Using Twitter Advanced Search to Diversify Marketing and Increase Engagement

using twitter advanced search to diversify marketing and increase engagement

With 335 million active users, Twitter is undeniably the home of amazing opportunities, especially for brands that want to engage with their fans and followers.

From finding leads to providing customer support to free PR and media mentions, the marketing opportunities are endless. 

Before you get too excited, there’s a but. 

The more users join Twitter, the harder it gets to find these opportunities as they get mixed up with more than 500 million tweets sent each day.

Thankfully, Twitter knows its stuff! 

To help you get as much value as possible out of Twitter, the platform offers Twitter advanced search. 

This powerful tool will let you find exactly what you’re looking for without having to scroll through thousands upon thousands of tweets.  

The Twitter advanced search tool is a goldmine for marketers as well as business owners. 

In this guide, you’ll learn exactly how to use this tool as well as powerful ways that you can use it to grow your brand exponentially.

Let’s get this show on the road. 

Jump Links:

What is Twitter Advanced Search?

Why Use Twitter Advanced Search?

1. Use Keywords and Hashtags to Find Potential Customers
2. Understand Your Target Audience
3. Reputation Management
4. Find Relevant Industry Influencers
5. Keep Track of All Your Mentions
6. Be the King of Customer Service
7. Find Media Opportunities

How to Use Twitter Advanced Search:
The Parameters:
1. All of These Words
2. This Exact Phrase
3. Any of These Words
4. None of These Words
5. These Hashtags
6. Written In (Language)
7. From These Accounts
8. To These Accounts
9. Mentioning These Accounts
10. Date Range

Getting More out of Twitter Advanced Search

What is Twitter Advanced Search?

Have you found yourself looking for something on Twitter all day to no avail?

You are pretty sure that it’s in there somewhere but you’re now cross-eyed from scrolling through all those tweets. 

The advanced search tool is your saving grace. 

This tool has turned Twitter into a social search engine. The tool allows you to narrow down your search results to specific words, date ranges, people and more. 

This makes it easy to find specific tweets.   

The Twitter search tool is available when you’re logged in to twitter.com either on the mobile app or web browser, via the platform’s toolbar search field by clicking on the choosing Advanced Search. 

You can also access it directly by heading to twitter.com/search-advanced.

From here, you can use the specific parameters available to comb through billions of tweets.

Why Use Twitter Advanced Search?

Now before we get you confused with the technical aspects of Twitter Advanced Search, let’s first understand why you should be using the Twitter advanced search tool. 

1. Use Keywords and Hashtags to Find Potential Customers

With billions of people using Twitter daily, the likelihood of finding people interested in your product or service is high. But it may be difficult to find these people if you don’t have a proper way of doing it. 

One way to do this is by using keywords related to your business. These are the words that your target audience are likely to use while searching the platform for products. 

Say you sell yoga pants. You can use keywords such as ‘buy yoga pants’, ‘I need new yoga pants’ etc. You’ll then see all the people who have used these keywords in their tweets. 

Hashtags are another effective way of finding new prospects. Hashtags have really evolved since their inception and people today unconsciously use them as part of their vocabulary all the time. 

So as a yoga pants business owner you’ll be interested in popular hashtags such as #iloveyoga #yogapants #ineednewyogapants, etc. 

Once you’ve found a list of potential prospects, reach out to them, start a conversation and build a relationship with them before you sell them your products. 

2. Understand Your Target Audience

Enough emphasis cannot be placed on understanding your target audience. To reach more people you need to understand who these people are and what they want. 

Twitter’s advanced search is a great way to learn about your target audience’s likes and dislikes.

Whenever you search a related keyword you will be able to see what people are saying about products and services related to your business.

Are they excited about them? Is there a need for them? Are they complaining? Do they need more variety? 

Armed with this information, you can then craft a marketing strategy that offers them the kind of information they are craving for.

You can even go further and create the type of product or service that your target audience wants. 

The bottom line here is to understand your target audience’s needs so that you can offer them value. 

3. Reputation Management

Every brand should be aware of what people are saying about them. 

It’s important to be aware of both negative and positive talk about your brand.

Positive talk lets you know what you’re doing right so you can keep doing it. Negative talk allows you to know where you are failing so that you can do better. 

Advanced search allows you to filter tweets to just those that mention your brand. You can also use emoticons such as “:)” and “:(” when searching your brand on Twitter to find out people’s sentiments about your brand.

The emoticons will let you know which users are happy or sad whenever they’re talking about your brand. 

For best results, exclude your Twitter username from search results so that you’ll be able to see tweets that mention your brand, but haven’t tagged you directly.

4. Find Relevant Industry Influencers

Influencers are the word-of-mouth of social media. 

You most certainly want the who is who in your industry talking about your brand and your products and services. 

But how do you get to know who these influencers are?

Easy. Use the Twitter advanced search tool. 

Use hashtags to find influencers on Twitter and take your influencer marketing to the next level. 

However, not all influencers are equal. You want to use only those influencers have a direct influence on your brand. 

For instance, going back to the yoga pants example, you want to use influencers who at least have an interest in yoga pants, not just anyone who has a large following on Twitter. 

People are more likely to be interested in people who have similar interests to them. 

5. Keep Track of All Your Mentions

You’ve probably been managing with keeping track of your brand mentions via Twitter notifications. But did you know that not everyone talking about you on Twitter will take the time to tag you?

This means you are missing out on lots of information regarding what people are saying about you just because they didn’t mention your Twitter handle in their tweets. 

Search Twitter for brand mentions using queries which include your brand name, common misspellings and your website. 

6. Be the King of Customer Service

Twitter is particularly popular as the place where customers go for customer support

Long gone are the days when your first instinct would be to pick up the phone and call the company for assistance. Now we all run to social media. 

Can’t complete a purchase? Ask for help on Twitter.

Your WiFi is not working? Complain on Twitter. 

Being on top of such complaints will give you the opportunity to offer instant help before things get out of hand. It’s always good to be known as the brand that offers effective customer support in seconds. 

Find complaints and fans’ issues using advanced search queries including your Twitter handle and terms such as “help,” “support” and service. 

7. Find Media Opportunities

Journalists and PR companies are always on the lookout for brands they can use to interview or feature as case studies. They will use Twitter to find such brands. 

Media mentions can go a long way in promoting your products and services, creating brand awareness, improving your brand reputation and most importantly, it’s free advertising for your products/services, events, campaigns, etc. 

Search Twitter for such opportunities using hashtags such as “#journorequest” and “PRrequest.” Remember to include your niche or industry in your search eg. #Journorequest yoga pants.

How to Use Twitter Advanced Search

You’re already in love with the advanced Twitter search tool, right?

Now let’s get down to how to use the various parameters. 

When you first land on the Advanced Search Page you may get a little overwhelmed. 

But don’t panic, it’s not as hard as it seems. 

We’ve broken down each parameter to help you understand how to use them so that you can harness the full power of this tool. 

First things first, a quick reminder of how to access the advanced search tool: 

Enter a search term in the toolbar search field then click on the Advanced Search feature. 

click through to twitter advanced search through search filters on the right hand side of the page.

You can also access it directly by heading to twitter.com/search-advanced.

The Parameters

Twitter advanced search parameters.

1. All of These Words

The search tool will search for tweets that contain—in no particular order—all the terms you enter in this parameter. 

If you want to search for a phrase instead of individual words use quotations (e.g. “buy yoga pants”). 

This parameter is helpful when you want a broad idea of what people are saying when they use particular words.

Sometimes you may not be sure what you’re looking for, so starting broad is a good idea.

Here’s an example of a search with all of these words:

Twitter advanced search parameter: "all of these words"

As you can see, it returns results that include any or all of the search terms (buy yoga pants).

2. This Exact Phrase

If you want to search for a specific phrase, this is the best parameter to use because you don’t have to add quotations around your phrase—it does that for you. 

This parameter is great when searching for quotes or full names.

Here’s an example of an exact phrase search: 

Twitter advanced search: exact phrase search

See the difference? Results are refined to tweets with that exact phrase and not individual words as with the ‘all of these words’ parameters. 

3. Any of These Words

This parameter separates each word or phrase you enter with an “OR” when the search query is performed. 

For instance, if you want to search for brand mentions you can add your brand name, Twitter handle, hashtag and website. Twitter will then give your results containing either of these search terms. 

Here’s an example using the brand Hootsuite:

twitter advanced search: any of these words

4. None of These Words

You may not give this parameter much thought but it’s also important.

It’s very helpful if you truly want to narrow down your search results.

For instance, when searching for yoga pants, you may want to exclude results of yoga poses which are very popular. 

It’s also a good filter to add if you don’t want to see tweets that contain a competitor’s name or customized hashtag. 

5. These Hashtags

This is the parameter that you use to search for tweets using your custom hashtags or industry-related hashtags. You don’t need to add the hashtag symbol in terms listed in this field.

6. Written In (Language)

Find tweets that are written in the language of your choice. 

There’s no point in having tweet results show up in other languages if they are not applicable to your brand. 

twitter advanced search: find tweets in the language of your choice

7. From These Accounts

This parameter allows you to find tweets by specific accounts. You can add usernames of one or more accounts here with or without the “@” sign. 

This is a good parameter to include when you are monitoring your competition. 

Let’s use the Hootsuite example again. As you can see, the results are only tweets from Hootsuite. 

twitter advanced search parameter: from these accounts

8. To These Accounts

Again, if you’re monitoring your competition and want to see what people are saying about them, just enter their usernames here. 

Here, the results are all the tweets sent to Hootsuite:

twitter advanced search parameter: to these accounts

9. Mentioning These Accounts

Want to see your competition’s mentions? Enter their usernames here.

NOTE: You can find people’s emails on Twitter by searching for their usernames and the keyword “email” or phrase “email address”. 

twitter advanced search parameter: mentioning these accounts

10. Date Range

Use this parameter to search for Tweets either before or after a date. You can find tweets that are between two dates.

Getting More out of Twitter Advanced Search

While the Twitter advanced search tool does a pretty neat job to help you find the information that you’re looking for, there are still many ways to narrow down your search even more.

In addition to getting well-filtered results, you need a tool to help you organize these results into useful information.  

In doing so, you ensure that you get high-quality results that will better inform your marketing team so they’ll be able to craft an effective marketing strategy

Keyhole is an advanced social media analytics tool that will help you conduct effective social media listening, brand monitoring, influencer marketing, market research and more all from one dashboard. 

Check it out for a chance to unlock your social media potential. 

The Twitter advanced search tool is a gateway to a world of marketing opportunities for your brand. So start taking full advantage of it today and get the most out of your Twitter Advanced search queries.

Get searching!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Social Media for Nonprofits: Proving Your ROI and Impact through Social Media Analytics

Social Media for Nonprofits: Proving Your ROI and Impact through Social Media Analytics

Social media has radically changed the way people discover, consume, and share information about issues that matter to them. 

For nonprofits, that’s more than a good thing. 

Now your work, your impact, and your stories can get the recognition and attention they deserve.

Social media for nonprofits gives you the chance to tell your brand story, interact with your supporters and get them interested to support your campaigns. 

If you haven’t already, you need to start thinking about creating or optimizing your social media strategy.

But wait… 

Being on social media is not enough. Your efforts have to have some sort of return on investment (ROI) otherwise why spend so much time and effort on social media?

So, in comes social media analytics. 

In this blog post, we’ll show you why measuring your social media ROI is important, what you need to be measuring, and recommended tools to use. 

Jump Links:

Why Should Nonprofits Focus on Social Media?

Why It’s Important to Measure your Return on Investment (ROI) / Social ROI 

What Metrics to Track
Engagement
Reach
Website Traffic
Most Effective Channels
Conversion

Assign a Monetary Value to Each Metric Measured

ROI / SROI in Real Action
#WorldElephantDay
United Nations

Best Social Media Analytics Tools

Why Should Nonprofits Focus on Social Media?

Before we dive in, let’s first touch on why social media for nonprofits is an important marketing tool. 

Data by HubSpot reveals that the main reason why nonprofits engage in marketing efforts is to fundraise, generate brand awareness, recruit volunteers and share news.

nonprofits: why they engage in marketing
Source: HubSpot

Social media is perfect to help attain all of those goals.

Why? 

Because over 3.5 billion people currently use social media, meaning there’s no shortage of opportunities to find people who can support your cause through social media platforms such as Twitter, Facebook, and Instagram.

What are we trying to say here?

If used the right way, nonprofit social media marketing can greatly help you promote your organization and find people to help with your mission.

Why It’s Important to Measure your Return on Investment (ROI) / Social ROI 

Let’s get down to business.

According to The New Economics Foundation, Social Return on Investment (SROI) captures social value by translating outcomes into financial values.

While social media is exciting to use, it’s also difficult to place tangible value, especially in financial terms. 

So, even though you got 1000 likes on your Facebook post yesterday, how much did those likes contribute to your bottom line?

For marketers in nonprofits, this is a difficult question to articulate an answer for.

In a world where competition for grants is very significant, calculating your SROI can give you a competitive edge.

How? 

Measuring your SROI helps you to identify what is working and what is not. Not all social media platforms are equal. Some are better than others. 

By measuring your SROI, it will help you identify which platforms are giving you the most return, indicating which platforms you should allot time and energy towards.

Examining your social media analytics will help you see where your social media budget is most effective, especially if you use social media ads. 

You will get insights into areas where you shouldn’t be spending so much money on. 

If you don’t practice regular measurement and reporting on your social media efforts, you may end up spending time and effort on a strategy that is not getting you anywhere. 

The needs of your fans change constantly so you need to keep adjusting your social media content to match their needs. You can only do this by keeping up with your metrics constantly.  

Analyzing your SROI will give you insights into whether there are any gaps in your social media strategy, content, and key messages so that you can improve accordingly and continue to offer value to your audience.

By measuring your SROI, you will give everyone involved in the strategy a sense of purpose and a better understanding of why social media platforms are important to your organization’s mission. 

It will also help to emphasize the value your efforts are contributing to your organization’s overall goals. 

What Metrics to Track

Let’s get down to work. 

There are a lot of metrics that you can track if you want to know how effective your social media efforts are. 

However, not all metrics have the same level of importance.

Many nonprofit marketers focus mainly on vanity metrics, which is the number of fans, followers, and views. 

While these metrics are good to be aware of, they are not the most important when it comes to your SROI and measuring your impact. 

You may get excited to see your video got a million views, but you have to go deeper than just the views.

Beyond viewing the video, how many people out of the million viewers took a desired action such as making a donation? 

Worry not, there is an easy way to decide what metrics matter the most to your nonprofit. 

What you need to do is ask yourself these four questions:

  1. What does success look like to us?
  2. How will we know that we are achieving that success when we use social media?
  3. What three quantitative metrics can we create to measure this success? (eg. number of donations received)
  4. What three qualitative metrics can we create to measure this success? (eg. the interest created towards a cause)

With these questions in mind, here are five metrics that can help determine nonprofit social media success:

Engagement

Engagement refers to the kind of response your social media content is getting from your online audience. 

To measure your engagement look at the number of shares, comments, retweets, mentions, and link clicks. 

Here’s our engagement measurement formula:

Why is this an important metric? 

Engagement lets you understand what your target audience values most.

By tracking the amount of engagement your content receives, you’ll know if you’re offering people value and if not, you get a chance to do better in the future.

Reach

Reach refers to how far your messages go beyond your fans and followers. 

When your Facebook fans see your posts are they sharing them with their friends and family? When they read your blog are they sharing it on Twitter?

Reach is important, especially when you’re trying to create brand awareness or promoting a new cause.

You want as many people as possible to know about your organization and its campaigns. 

Website Traffic

You don’t want people to just see your social media content, you want them to take the desired action such as volunteer, donate, get involved in your cause, etc.

The best way to do this is to get them to your website where they can see more about your nonprofit and its activities. 

Make sure that you measure how much traffic your social media efforts are sending to your website, and the kinds of interactions these visitors have on your website.

Most Effective Channels

Focus on the channels that are giving you the most SROI. 

It’s important to understand your most effective channel so that you don’t keep wasting money and effort on platforms that are adding no value to your bottom line. 

Conversion

Remember when we talked about vanity metrics?

Here is where you separate the wheat from the chaff.

Besides attracting millions of fans, you want them to take certain actions.

This could be to donate, click on an ad, attend a charity event, visit your website, etc.

You need to know how many people take your desired actions because this is the one metric that truly informs your bottom line. 

Assign a Monetary Value to Each Metric Measured

Does your social media successfully convert traffic into donations?

proving roi and revenue for nonprofits meme
Source: Procurious

Your nonprofit needs to know whether the money and effort spent on social media are adding some monetary value. 

Guided by social media analytics, assign a bottom-line value to each type of conversion.

This will at first prove to be difficult, but as you continue to understand your social media efforts and corresponding goals, you will get better at it. So be patient with yourself. 

Here are some questions to help you assign a value to your metrics:

How much is each potential visit to your social media platforms and website worth to you?

How many donations can you collect through your social media platforms?

How much does it cost you to run effective ads to achieve your social media goals?

How much does it cost you in terms of labor? (consider the number of hours spent on social media marketing over a given period).

How much do you spend on social media tools? (eg. scheduling tools, analytics tools, etc.)

By answering these questions, you will be able to find out how much you spend and how much you make, thus allowing you to quantify (in monetary terms) your SROI.

ROI / SROI in Real Action

#WorldElephantDay Uses Keyhole to Help Find Investors

Every August 12th, the world gets together to save elephants for #WorldElephantDay. 

This annual awareness campaign is led by the World Elephant Society, a nonprofit tax-exempt 501(c)(3) charity organization.

world elephant day

To make sure that the campaign increases reach every year, the organization uses Keyhole for Nonprofits to get more value out of its social media presence in two ways:

  1. Find and connect with influencers: Influencers are a great marketing tool to help make campaigns go viral through their spheres of influence. 
  • Identifying the right influencers can be a daunting task. World Elephant Society uses Keyhole to easily identify top influencers engaging with their hashtag (#WorldElephantDay), and directly reach out to them to amplify their message every year. 
  • By measuring how much reach their hashtag has garnered, they can know which influencers to align themselves with, in future campaigns.

    2. Collect campaign data to help secure investors and sponsoring partners: The organization works with Keyhole to help identify campaign reach, engagement, and growth and then organize all this data. The organization then presents it to potential collaborators and sponsors.

The United Nations Gains Consumer Insights with Keyhole

Every Woman Every Child (EWEC) is a global movement that mobilizes relevant stakeholders to address the major health challenges facing women and children.

Much of EWEC focuses on advocacy and helping people to understand why the health of women and children is critical to societies. 

They needed to understand who they were reaching on social media, and how they could measure the success of their strategies. 

Where are these people from? What devices do they use to access and engage with their content?

It was important for the organization to have this data so they could effectively drive their campaign forward.

Using Keyhole, the organization was able to measure:

  • Audience demographics (geography, gender, sentiments)
  • The effectiveness of partnership engagements
  • The geographical reach of their social media presence
  • How people were accessing their content

The UN was able to access these insights and extrapolate data to pivot their strategies as needed, and to measure success with their social media efforts. 

Best Social Media Analytics Tools

There are several good social media analytics tools that your nonprofit can use to measure its SROI. Here are our top picks:

Google Analytics

Google Analytics is one of the best tools to use when tracking your website traffic, audience demographics, on-site conversions and sign-ups emerging from your social media campaigns.

Facebook Insights

Facebook has become a popular charity fundraising platform. Facebook Insights, its built in analytics tool, is great in providing you with useful insights in the ‘People’ tab.

You’ll get to see audience demographics such as age, gender, and geographical distribution. 

These insights will help you understand if you are reaching the right audience and the kind of reach and engagement your social media content receives on Facebook.

Keyhole For Nonprofits

Keyhole helps hundreds of nonprofits prove their impact through Social Media Analytics to maximize reach, get more donors, and secure more sponsors over time.

Our tool helps you collect all the important metrics that you need to prove your impact to your donors and secure your donations.

Keyhole helps you to calculate how much interest and awareness your social media efforts have generated.

With this report, you can show your sponsors exactly how much value you bring as a brand partner.

More supporters bring you more funds. 

Through Keyhole you can practice social listening to find all the people talking about your cause and your nonprofit. 

These are your supporters, your advocates, and your ambassadors, people you probably didn’t know you had.

By knowing who they are, you can engage them and convert them into loyal supporters. 

We cannot emphasize enough the value of influencers to any campaign.

Keyhole will find and engage all the influencers and celebrities out there already excited about your cause. 

You want to know how much your nonprofit is growing, right?

Keyhole lets you watch your nonprofit grow over time. You will always be able to tell if your campaigns are reaching more people and if you have more followers and why. 

Wrapping Up: Where Do You Go From Here?

Measuring your nonprofit analytics is a necessary task that should be part of your social media for nonprofits strategy. 

When you’re armed with the right insights, you will always be able to make any necessary changes that will see your nonprofit achieve its overall goals. 


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Twitter Audit: How to Conduct & Optimize Your Account

twitter audit: how to conduct and optimize your account

Regardless of whether you’re still figuring out how to use Twitter to boost your business, or you’re already doing well but are looking for ways to up your game, you’ll love this quick Twitter audit guide that will show you how to assess and improve your Twitter profile in less than 30 minutes. 

With the end of this quarter fast approaching, it’s time to start thinking about expanding your potential and making the next quarter more successful for your business. 

This means that it’s time for you to: 

  1. Start reflecting on what you did right and what could be done better in your business, and… 
  2. Develop new strategies to drive positive change and better results.

A quick Twitter audit will enable you to achieve just that – understand what works for your business and how you could improve your social activity to increase engagement, boost your follower count and improve your conversion rates.

Jump Links:

What is a Twitter Audit and Why Does it Matter?

Set Your Goals

Start With Your Profile

Audit Your Twitter Audience

Audit Your Tweets

What is a Twitter Audit and Why Does it Matter?

A Twitter audit is an assessment of your Twitter account and overall performance. 

A quick Twitter analysis like this will help you better understand your audience, fine-tune your content strategy, stay consistent and determine ways you can improve your online presence and return on investment.

Twitter audits should be done frequently – at least once every quarter – and they are fairly fast and easy to do.

Let’s jump right into the “How”.

Set Your Goals

Before you start with the actual audit, you need to define what success means for you and what you are hoping to get out of your Twitter activity.

Generally speaking, Twitter is best for raising brand awareness and providing timely customer service, but your goals will depend on your current business situation and your overall social media strategy. 

Read more on how you can develop a full blown social media strategy that works for you.

Start With Your Profile

Your profile determines your visitors’ first impression about your business.

Auditing your profile will help you ensure that you make a great first impression and that your visitors understand what your business is about and what you provide in terms of value.

Auditing your profile comes down to updating three elements: your Twitter bio, your Twitter profile pictures and your pinned tweet.

A good Twitter bio is short, clear and concise. Avoid using vague phrases and marketing buzzwords, and just explain what you do as you would to a friend.  

A screenshot of Ellen DeGeneres' twitter page to demonstrate a short, clear, and concise bio.

You only have a couple of seconds to capture your visitor’s attention before they click away so make sure that you use simple language and a clear statement that shows the value you can provide.

Your bio may be good already, but go over it one more time to make sure that all details are correct and up to date. 

Audit your Twitter profile pictures to make sure that your branding is consistent across all online channels. Update your profile photo to the latest logo of your company – your profile picture size should be at least 400 x 400 pixels. 

A screenshot of coca cola's twitter profile

Also, update your header image (1,500 x 500 pixels) so that it matches your company’s messaging. 

You can use the header to reinforce your brand, promote a new product, or make an announcement.

Upon rebranding a couple of months ago, we decided to use our header image to increase brand awareness among our visitors and followers.

A screenshot of Keyhole's Twitter profile

Gary Vaynerchuk’s header image is all about his personal brand as well.

As you can see, you can get creative with your header image – it’s social media and people are here for informal conversations after all!

A screenshot of Gary Vaynerchuk's Twitter profile

Another thing that visitors see immediately upon landing on your profile is your pinned tweet – which is why we included this point in the “Profile Audit” section instead of the “Tweet Audit” section.

Pinned tweets are tweets that appear on the top of your profile for as long as you don’t unpin them or pin another tweet.

At Keyhole, we usually use the pinned tweet to promote new content or to make an important announcement, like we did with our big rebranding a couple of months ago. 

A screenshot of a pinned tweet on Twitter

You can use your pinned tweet for different purposes:

To announce a new initiative…

Nestle's pinned tweet

To promote a new story…

James Corden's pinned tweet

To promote a new product…

Dunkin Donuts pinned tweet

… or to inform about a current campaign.

Wendy's pinned tweet to showcase a campaign

Smart Bird Social have published a great piece on the reasons why you should consider pinning tweets to the top of your profile.

SUGGESTED READ: Optimize Your Twitter Profile to Improve Visibility

Audit Your Twitter Audience

The next thing you want to look at is your audience. 

The audience audit is a crucial step since it helps you understand the kind of people that follow you and this serves two purposes.

  • It will help you create a better content creation strategy and publish content that this audience is interested in seeing.
  • It will help you see if you’re on the right path and if you’re doing everything right to attract the audience that will help you achieve your goals.

The Twitter audience audit is done in two steps.

STEP 1: Understand Who Your Audience Is

The first thing you need to do is understand what you audience is about and what their interests are. 

This will help you determine the kind of content that would resonate best with them, and in turn, increase your Twitter impressions, engagement rate, and will ultimately help you lose less followers and increase your following.

Thankfully this is easy to do and all you need to do is to get on Twitter analytics and check the audiences tab.

Twitter analytics: how to access

Here, you’ll be able to see your audience demographics, their top interests, gender distribution, as well as the change in your follower numbers for the past 30 days. 

This should give you a general idea of the kind of audience your content resonates with.

showcasing twitter analytics, audience analytics, audience insights.

STEP 2. Check For Bots

Once you know your audience, you want to check how many of your followers are real people. 

Chances are your profile has at least some percentage of bot followers.

Think you’re an exception?

In 2018, Twiplomacy published a list featuring the world leaders and their fake followers as calculated by Twitter Audit.

verifying twitter followers through twiplomacy, determining if someone has twitter bots or not

This shows you that no one is immune to bots.

To do a quick audit of your own account, go to https://www.twitteraudit.com/ and enter your username.

Now, here’s the thing.

Fake followers can’t harm your account per se, and you can’t do much about your fake followers (unless you want to pay to have them removed).

What this audit will help you do is understand where you stand in terms of your actual following and will also help you determine your real engagement rate. 

STEP 3. Find Your Top Followers

If you want to step the Audience audit a step further, you can also perform a more advanced analysis and find out who your top followers are. 

You can easily do this using a social listening tool that allows you to track hashtags and monitor conversations and use these insights to connect with influential and engaging followers.

SUGGESTED READ: The Top 25 Social Media Monitoring Tools

Audit Your Tweets

The next step is to audit your tweets and evaluate your performance. 

Log in to your native Twitter analytics dashboard and select the Tweets tab. Here you can select a date range of your preference, and you’ll be shown a breakdown of your activity within your selected time frame. 

tweets tab in the twitter analytics dashboard

This report will show you your Tweet activity, including your top tweets, your tweets and replies, as well as the impressions and engagement rate next to each one of your tweets. 

On the right-hand side, you’ll be able to see the number of likes, replies and link clicks you’ve acquired during this period as well. 

Click the export data button to download a CSV of the report.

This report should give you a clear idea of what’s landing well with your audience and how you can optimize and improve your activity for maximum engagement. 

If you want to get down to the nitty gritty…

You can also use an analytics tool like Keyhole to track keywords, monitor social conversations and learn more about your audience and how they feel about your brand. 

This will help you understand what’s working for your target segment and identify patterns that will ultimately help you optimize your strategy and create more engaging tweets and stories that resonate with your audience.

SUGGESTED READ: The Ultimate Sentiment Analysis Guide

Another reason why you might want to consider using a third-party tool to audit your account is that the native Twitter analytics app will show you a performance report limited to a narrow time window. 

Keyhole allows you to export your data in any custom time range you choose and see trends, events and overall performance on particular days or create robust reports for a longer time period.

Performing a Twitter audit is a quick and easy activity that can ultimately determine your Twitter success and how well your message resonates with your audience.

The key in performing a successful Twitter audit is to make quarterly Twitter check-ins part of your routine.

This is the easiest way to evaluate your performance: quarterly Twitter audits will allow for a timely response to industry trends and your audience’s changing requirements – all this without being overwhelmed by the amounts of available data.

SUGGESTED READ: Twitter Analytics: A Guide to Drive Traffic and Boost Sales

If you haven’t done a Twitter audit until now, go ahead and schedule some time to see where you stand.

You’ll be able to make informed decisions about how you can make next quarter’s social strategy better and more lucrative for your business.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook

Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook

This article was updated on October 29th, 2019.

Finding influencers has become much easier over time – especially with the explosive growth of social media and information that is now available.

You can use available data from social networks and social media analytics tools to rank their influence objectively.

Using hashtags will bring your influencer marketing to the next level by filtering out influencers based on your contextual needs.

For example, if you’re looking for influencers to promote the Audi A4, you don’t need to use generic users who are influential in ‘cars’ — that’s too broad!

Instead, hashtags like #AudiA4 can help you find influencers with true reach and power over their audience to promote the Audi A4.

Want to learn how?

This article will walk you through some simple methods to find influencers on Instagram, Twitter and Facebook using hashtags.

Jump Links:

Instagram
Twitter
Facebook

Instagram

If you’re looking to find social influencers, Instagram is a great place to start.

Instagram has grown to be larger than Twitter, and is definitely a tool you should incorporate into your social strategy if you haven’t already.

One simple way to find social influencers on Instagram is to search for relevant hashtags, such as #AudiA4, and take a peek at the profiles of images that appear in the Top Posts of the hashtag.

Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook. Using the Audi instagram hashtag to identify influencers who talk about audi.

You can also use a tool like Keyhole to track hashtags and sort results by highest number of engagements or likes.

You can peruse the profile and compare against metrics such as engagement to determine if they are a viable fit.

When checking their profile, you can also check to see if they have an email on their profile, identify as an influencer, blogger, or have their own website.

Twitter

Twitter is another lucrative platform where you can find influencers.

Many users use Twitter as a direct distribution method, sharing their thoughts, opinions, and resources such as blog posts.

To use Twitter to find influencers, use the search bar and type in the relevant hashtag you’d like to search.

We’ll continue to use #AudiA4 as our example.

Using the Audi twitter hashtag to identify influencers who talk about audi.
Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook. Using the Audi twitter hashtag to identify influencers who talk about audi.

You’ll see a timeline of tweets for that particular hashtag. Twitter defaults to displaying the top search results, but you can also sort by latest Tweets, people, photos, and videos.

You can scroll through the list and begin to find influencers for your brand.

Some key metrics to examine when identifying influencers on Twitter are engagement, including Retweets and Likes.

You can click on their profile to learn more about the user, and examine metrics such as their follower count.

Facebook

Hashtags on Facebook are typically used less in comparison to platforms such as Twitter and Instagram, but there is still a plethora of opportunity to find influencers on Facebook.

In the Facebook search bar, type in the hashtag relevant to your industry that you want to search.

You will see all posts show up. You can choose to filter the search results by who the posts are coming from, post type, tagged locations, date posted, and more.

Explore a users profile to determine if they are a suitable influencer for your campaign.

Using hashtags to find influencers on Instagram, Facebook, and Twitter will help identify users who may already be positively engaging with your brand, and will be a good fit for your marketing campaigns.

You can also use Keyhole to identify top influencers within a tracked keyword.

Hashtag Tracker - Snippet of Keyhole

Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

5 Valuable Hashtag Marketing Strategies Proven to Engage Audiences

Hashtag Marketing Strategies to Engage Followers

Updated on October 17th, 2019.

Using hashtags effectively goes beyond casually plugging them into your tweets and posts.

On platforms such as Twitter and Instagram, calculated hashtag marketing can boost impressions, make your content more searchable and encourage users to talk about your brand.

Learning how to leverage tagged topics should be a priority for marketers.

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1. Brand Hashtags
2. Trending Hashtags
3. Chat Hashtags
4. Content Reflecting Hashtags
5. Call-to-Action Hashtags

Here are five hashtag marketing strategies that social media teams have successfully used to engage their target audiences:

1. Brand Hashtags

Think of a brand hashtag as your signature. Unique to your business, it should be a concise and relevant slogan you include when sharing original content.

Encourage followers to use it as well. This way, they’ll have a clear method of sharing posts with you and others interested in your company’s products or services.

The online community will also know how to find content about your brand.

Why Brand Hashtags Successfully Engage Audiences 

A brand hashtag is a way for users to let the social community know what they think about your company. Instead of just sending you a message, they’re speaking to their followers and other users who look for tagged posts.

Everyone stands to benefit, because:

  • You build a discussion around your brand, encouraging the online community to learn more about your products and services while promoting them. Ideally, consumers will also follow links you share.
  • Those using the hashtag will draw attention to their posts, possibly earning more followers.

As a bonus, you can run a promotional contest. For example, the person who creates the most-shared post using your hashtag will win a prize at the end of each month.

Everyone loves to win. Just watch engagement steadily rise.

Example: #WinnersFabFinds

Winners, a popular Canadian apparel store, uses #WinnersFabFinds across all social channels. Both catchy and unique, Winners promotes the brand hashtag both online and in-store. Another great example of effective hashtag marketing.

With more than 4,500 posts, here’s what #WinnersFabFinds looks like on Instagram:

Customers share content, while Winners gets original pictures of them enjoying products.

Measure any hashtag you want, including brand hashtags, using Keyhole.

When a high volume of users include a specific hashtag in their posts, it “trends.”

Social media platforms have different ways of displaying trending topics. For example, trending topics on Twitter displays on the top right side of the screen, and Facebook has a trending section on the top-right corner of your screen:

see what's trending on twitter

Constantly changing in real-time, a trending hashtag can last for days or mere minutes.

When you see a trend that relates to your business, don’t hesitate to engage in it with relevant content.

Why They Successfully Engage Audiences

By sharing content through a trending hashtag, it’ll be seen by a group larger than your contacts and followers.

In a sense, your audience can be limitless — anyone who clicks on the trending topic can see your post. And if that post is witty, original or informative, the shares it generates will further boost impressions and comments.

Example: #CollegeIn5Words

When #CollegeIn5Words trended on Twitter, Denny’s Diner furthered its reputation as a company with a funny social media presence.

Being funny in this situation has its benefits, as Denny’s earned an enviable amount of likes and retweets. Not to mention all the replies it received, with people tagging their followers to share a laugh.

3. Chat Hashtags

Popular on Twitter, you can use chat hashtags to discuss a topic with users who are interested in the subject matter.

This is a form of hashtag marketing that calls for users to be directly engaging with a brand or an individual.

There are a plethora of industry and audience specific chat hashtags.

Chats are typically held at set times, sometimes involving one user asking questions and others giving their thoughts.

You can also start and promote your own, giving your brand more exposure. Make sure the hashtag is short – encouraging meaningful conversation is key, so it’s best not to deeply cut into Twitter’s 140-character limit.

Why They Successfully Engage Audiences 

People want to talk about topics they’re passionate about, so Twitter chats can give you access to a receptive audience. With a popular chat hashtag, that audience is already established and waiting to be engaged.

What’s more, contributing to a Twitter chat can boost engagement by letting you:

  • Connect with like-minded individuals. Many people may be interested in your company, but not know about it. Using a chat hashtag is a way of informing them about your ideas, as well as your products or services.
  • Demonstrate your expertise on relevant topics. If people are invested in a certain subject, they want to know more about it. Sharing your content can spark meaningful conversations.

Example: #TMLTalk

During every Toronto Maple Leafs game, #TMLTalk is a trending topic. The team with the NHL’s largest fan base interacts with supporters using the hashtag, encouraging them to share opinions and content.

During every Toronto Maple Leafs game, #TMLTalk is a trending topic. The team with the NHL’s largest fan base interacts with supporters using the hashtag, encouraging them to share opinions and content.

Fans are passionate – giving them an online forum helps them interact with fellow enthusiasts.

Organizations such as news sites can also use the hashtag to share stories and earn clicks. Meanwhile, the Maple Leafs organization gains another way to build, and communicate with, a dedicated audience.

4. Content-Reflecting Hashtags

Content-reflecting hashtags don’t have to be trending or even popular, per se. They’re not specific to your brand, either.

They’re simply tagged words that relate to a posts’ content. For example, a tweet about social media ads may contain “#digitalmarketing.” A post about a tourist attraction may include the city’s name, and so on.

Why They Successfully Engage Audiences

Think of content-reflecting hashtags as a way of optimizing content for search. Audience members may stumble upon your posts when looking for the words you tag.

This is useful for companies that:

  • Sell physical products
  • Operate in a set location
  • Participate in events
  • Share posts about niche topics that don’t trend or necessarily merit a brand hashtag

Content-reflecting hashtags become valuable when consumers perform general searches to find a certain item or learn more about a given subject. Being an early result can certainly earn you a click, reply or follow.

Example: #CleanEating

#CleanEating is a popular Instagram hashtag that carries over onto Twitter and other social platforms.

For example, here’s a typical post that would be associated with the hashtag:

Although it’s dominated by pictures of home cooking, a health foods store or restaurant could certainly leverage the hashtag to potentially earn comments or clicks to their website.

If used in conjunction with a location hashtag, an in-person visit also wouldn’t be out of the question.

5. Call-to-Action Hashtags

The goal of a call-to-action (CTA) hashtag? Encourage the online community to perform a specific action involving your brand.

It’s a traditional marketing concept that’s applied to social media.

A CTA hashtag usually starts with a verb, such as “share” or “talk.” Then, it should have a few short words that give additional instruction.

For example, a mental health organization may have a hashtag called “#TalkAboutMentalHealth.”

When a CTA hashtag gains traction, you’ll see posts across social platforms involving people taking appropriate action.

Why They Successfully Engage Audiences 

Social media users follow CTA hashtags because they:

  • Feel like they’re contributing to an important cause.
    • Going back to the mental health example, people would follow such a hashtag because they feel as though they’re challenging the stigma of certain illnesses.
  • Think the action is genuinely fun. Who wouldn’t want to take a silly picture or share an interesting story?
  • Earn a sense of participation. If your friends are posting with a certain hashtag, it’s natural to want to contribute.

That being said, a CTA should be doable. You likely won’t engage your audience by encouraging an action that’s almost impossible.

Example: #ShareACoke

Coca-Cola’s #ShareACoke campaigns harnessed the power of a fun CTA and became a wildly-successful hashtag marketing initiative.

Creating cans and bottles that read “Share a Coke With …” followed by a name, the company encouraged social media users to post pictures of themselves sharing the drink with friends and family.

Generating almost 700,000 Instagram posts, here’s a look at an example:

Generating almost 700,000 Instagram posts, here’s a look at an example:

Like a brand hashtag, this particular CTA campaign benefits the company and individual users. The users get to share content with a wide audience, while Coca-Cola gets original images of satisfied customers and potentially increases sales.

These five hashtag marketing techniques are shown to boost engagement by encouraging consumer conversations, making your content more searchable, expanding your reach, and more.

Implement them in your social media marketing strategy to see how effectively they work for you.



Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

8 Killer Tips to Grow Your Twitter Follower Count Organically

So, how do I get more Twitter followers?

This is the question everyone’s been asking ever since social media became an indispensable part of every brand’s marketing strategy.

And we get it.

Twitter is a gathering place for 330 million people every month who are looking to start conversations and get ongoing updates about their favourite brands and thought leaders.

monthly active users on different social networks

According to Statista, as of the most recent quarter in 2019, there are 262 million monthly active international (non-US) users on Twitter, which amounts to 79% of the entire Twitter user base.

What’s more, Twitter users come from various age groups, and according to a report by the Pew Research Centre, Twitter users in the US “tend to have higher levels of household income and educational attainment relative to the general adult population.”

Research shows that the gender and race distribution of Twitter users is similar to that of the general public in the US. However, 42% of Twitter users hold at least a bachelor’s degree (as opposed to 31% of the general public), and 41% of them report a household income higher than $75.000 (as opposed to 32% of the general public).

These stats position Twitter as one of the top social media platforms that brands and individuals can use to establish authority in their industry of choice and tap into an international and national audience that’s well-educated and financially well-positioned.

It’s more than clear why everyone wants to know what they can do to increase their followers on Twitter.

We’re here to answer that.

Below, we’ll give you 8 easy, yet effective tips on how to increase your Twitter follower count and get your brand in front of a global audience.

Jump Links:

Why do Twitter Followers Matter?

8 Tips to Grow Your Twitter Follower Count:
1. Complete Your Profile
2. Stay Consistent and Tweet Often
3. Publish Content of Value
4. Optimize Your Posting Time
5. Get Visual
6. Use Hashtags
7. Engage With Your Community
8. Cross Promote Your Twitter Account

Recap

Why Do Twitter Followers Matter?

Some people consider followers as an outdated, vanity metric. 

In fact, with the algorithm changes introduced by Facebook and Instagram, follower count lost its position as the single most important metric and was overtaken by engagement.

It’s engagement that expresses if the content is relevant to a particular target audience, builds relationships between a brand and its audiences, and sets the foundation for the start of a conversation.

So, why should you care about getting more Twitter followers?

Simple.

You can’t build a movement without followers.

Sure, your content will spread more if it gets shared and you get people commenting.

But, in order to build true momentum, you first need to have a solid follower base that is willing to engage with your posts.

In other words, the higher your follower count, the bigger your influence and potential impact in your industry.

And of course, let’s not forget to mention that when you see an increase in your Twitter followers, you can safely assume that your content strategy works and that you are creating value for your community.

Now that we’ve explained the background of this never-ending quest for followers, let’s break down the steps you need to take to get followers on Twitter.

8 Tips to Grow Your Twitter Followers

1. Complete Your Profile

First impressions matter.

Before you go ahead and develop a strategy to find new potential customers, you need to make sure that once they find you, they like what they see.

To maximize your chances of getting people to click “follow” after they land on your profile, make sure you get the following couple of things right:

Add a Presentable Profile Photo

Whether it’s a photo of yourself (if you’re looking to build your personal brand), or your company’s logo, your photo needs to be professional and presentable.

A screenshot of Keyhole's Twitter profile, showcasing the profile picture, header, and bio.

This is one of the two elements from your profile that people will see when your tweet shows up on their feed (your username being the second element). 

A well-chosen profile picture will help you draw attention and enable people to recognize the person/brand that stands behind the activity on your profile.

Create Clarity with Your Twitter Bio

Every element of your profile is part of a bigger picture that shows what you do, who you are, and what you can bring to the table if people decide to follow you.

Just adding a photo isn’t enough for people to understand your brand. 

You need to include crucial information in your Twitter bio including your location, website, and contact information.

But that’s just part of why your Twitter bio is crucial to your social media success. 

Another aspect of why it’s important is that your bio is searchable.

Byy adding hashtags that are relevant to your industry and your audience, you can boost your chances of being seen. 

Your bio section also gives you 160 characters to explain your line of work, share your vision, and showcase your personality. 

Take a look at Tom Hank’s bio (yes, that Tom Hanks!):

An image of Tom Hanks' Twitter profile.

Makes you want to immediately click follow, doesn’t it?

Cover Photo

Finally, once you’ve chosen a good profile photo and you’ve written a bio you’re satisfied with, it’s time to work on your header image. 

While you need to stay consistent with your profile photo, you can change your header image to reflect what you’re up to at the moment.

Use it to announce events or new products, like Netflix and Burger King do:

An image of Burger King's Twitter profile showcasing their new product campaign.
Netflix's Twitter Profile, showcasing their new show Elite.

Alternatively, you can use your cover image to underpin your brand image, as Gary Vaynerchuk does:

A screenshot of Gary Vaynerchuck's profile.

Dedicating some time to making your profile as complete and robust as possible will allow you to create a fantastic first impression when people come across your Twitter page.

This will boost your chances of converting accidental visitors into your Twitter followers.

2. Stay Consistent and Tweet Often

One of the things that makes Twitter different than other social media platforms is that it requires you to be consistently active.

On Facebook or Instagram, it is optimal to post one or two times a day, or even a few times a week, since too much activity can turn people off or be considered spam.

On Twitter, it’s okay to have a more frequent content strategy. 

But how many posts are enough?

To find your sweet spot, it’s best to test it yourself!

Modify the amount of posts that you are sharing and see what is garnering the most engagement with your audience.

Another great way to gauge the most effective number of posts is to research your competitors and analyze their followers’ behavior relative to the frequency of posting.

You can also use an analytics tool like Keyhole to help you determine these metrics.

3. Publish Content of Value

We want to emphasize that posting new content for the sake of posting content won’t bring in followers.

What you need to do is to publish content of value.

Your audience needs to value your content in order to engage with it.

This will mean different things to different audiences.

Some may find value in being entertained by funny memes.

A screenshot of one of 9GAG's tweets, a funny meme.

Others like to read informative articles or get updates on recent developments in the news or about a particular industry.

A screenshot of Simon Sinek's twitter feed.

Some people find value in becoming motivated by inspirational quotes or videos.

An inspirational Tweet example.

In order to create a strategy where you continuously provide value for your audience, you first need to define what value is to your followers.

You can do this by analyzing your Twitter metrics and your followers’ response to different types of posts on your profile.

SUGGESTED READ: Twitter Analytics: A Guide to Drive Traffic and Boost Sales (2019)

There’s one thing that separates well-performing profiles from poorly performing profiles – and that’s where they choose to put their attention when they create their content.

In other words, well-performing brands tend to publish “you-focused” content. They are what is known as informers.

Informers do everything they can to give their audience content they care about, and don’t use their profiles for self-promotion.

Badly performing profiles, on the other hand, are mainly “me-focused”.

A study from the School of Communication and Information at Rutgers University, found that as much as 80% of Twitter users are what they call “meformers”. 

According to this study “Informers had 53% of their messages in the IS category, while a significant portion (M=48%) of the messages posted by Meformers were “Me Now” messages.”

The study further concluded that Informers statistically have more friends and followers than Meformers.

What’s the takeaway?

Study your audience and make them feel like everything you do is ultimately about them. 

Sure, you can throw in some self-promotional post here and there, but don’t make your Twitter all about advertising your accomplishments, products, and services.

4. Optimize Your Posting Time

Just like on any other social media platform, on Twitter, you’re more likely to get your content seen as soon as you publish it.

In fact, the average lifespan of tweets is anywhere from 15 to 24 minutes, so if you’re looking to get exposure, you need to ensure that you gain traction immediately. 

You can check out our list of our Top 13 Twitter Analytics Tools to help analyze data about your Twitter followers or Tweets.

How do you achieve this?

Make sure you schedule your posts for when your followers are awake and active.

It doesn’t make much sense to publish content when everyone else is sleeping or busy, right? You need to observe when your followers are online, taking into consideration their location and time zone.

But what happens when life gets in the way and you can’t post when your audience is online?

That’s what scheduling tools are for!

Not only do they allow you to schedule your posts in advance, but they will also give you a much better view into the kind of content you’re sharing on a weekly basis.

Use these insights to help you create a well-balanced content schedule with enough variation and value.

5. Get Visual

When it comes to social media, the old, well-known rule that claims that content is king, needs to be revamped.

Visual content is king.  

Visual heavy Tweets are more likely to attract the attention of scrollers and make them stop and read what you have to say.

Also, visual content is much more shareable than plain text.

So, whenever you can pack your content into a visually appealing image or  infographic – do it. 

Another way to incorporate visuals is to paste tips, advice or stories as images.

An example of a text being merged with an image.

Combine blog post links and text with an image:

Combining blog posts with an image for maximum impact.

Or share gifs and videos…

A screenshot of a video posted on Twitter by LadBible.

6. Use Hashtags

Hashtags are by far the easiest way to make your posts searchable and show their relevance in a particular category.

Hashtags will take your Tweets past your follower base. Not adding hashtags to your Tweets is a missed opportunity to reach a wider audience.

Unfamiliar with hashtags? Check out our beginner’s guide to hashtags.

An example of a hashtag in a specific industry.

Of course, not all hashtags will have the same impact and reach. You’ll need to do some research on what hashtags will be the most effective for your content. 

If you’re already familiar with the basics of hashtags, check out our guide on using popular hashtags to grow your business.

There are a lot of tools out there that allow you to access robust hashtag analytics, and will help you understand what’s working and what’s not.

Use these insights to optimize your Twitter activity!

SUGGESTED READ: Top 15 Hashtag Analytics Tools

7. Engage With Your Community

Twitter followers mean nothing if they’re passive and don’t interact with the content you’re sharing.

To increase engagement and increase your likelihood of increasing your Twitter followers, you need to give back to the community!

Show your followers that you care by always responding to their direct messages (DMs), mentions and even by retweeting their content. 

Again, don’t do this just for the sake of doing it – take the time to curate relevant and thoughtful comments. 

Check out how Stephen King does it:

Stephen King interacting with his Twitter followers, growing his Twitter follower account organically.

You can create your content and automate the process of publishing, but you still have to put effort into engaging with your community.

Another example of Stephen King engaging with his followers.

Not only will people feel appreciated that you took the time to respond to their comments and mentions, but by being engaging, you’ll be able to add a human element to your online activity.

The last thing you want is for your Twitter account to look like it’s completely run by bots.

Engaging with your community doesn’t have to be hard and complicated.

Just add a couple of minutes of engagement-related activities into your daily social media schedule.

And just like that, with a few minutes of engagement a day, you’ll start noticing a higher engagement rate on your profile in no time.

8. Cross Promote Your Twitter Account

A lot of times people won’t follow you on Twitter because they simply don’t know you’re there.

The truth is, not a lot of people will search for your brand on Twitter. 

Most likely, they’ll Google you, and land on your website or maybe your Facebook page.

So, how do you make people aware that you have a Twitter account as well?

You already know the answer: tell them.

Add a button on your website, and share your Twitter account across other social media platforms.

If you have an established audience on other platforms, and they have a Twitter account, they’ll probably want to follow you there as well.

Recap

Getting more Twitter followers is imperative for any brand that’s looking to establish authority in their niche.

On Twitter, getting people to follow you is fairly easy, as opposed to other platforms.

All you need to do is take a few steps to optimize your profile and Twitter activity for maximum reach and engagement.

And there you have it.

These are our eight proven steps to get more Twitter followers.

Now go ahead and start getting those numbers up!


Keyhole is a real-time brand and campaign monitoring tool that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free here.


Top 13 Twitter Analytics Tools in 2019

Looking for the best Twitter analytics tools?

We’ve identified a list of the top 13 free and paid Twitter analytics platforms to help you determine which tool is the best for your business.

Updated on September 16th, 2019. This list now covers 13 tools. 

Jump Links:

Why do you need a Twitter Analytics tool?

Exploring the Top 13 Twitter Analytics Tools
1. Twitter Analytics (Native)
2. Keyhole
3. Hootsuite
4. Buffer
5. Sprout Social
6. Klear
7. Mentionmapp
8. Union Metrics
9. Agorapulse
10. Followerwonk
11. Quintly
12. Tweet Binder
13. ContentStudio

Why Do You Need a Twitter Analytics Tool?

Twitter has always been a challenging platform for businesses.

While businesses love having instant access to their customers and brand mentions, you can invest hours, days, weeks, and even years into the platform without having a sense of the ROI generated from Twitter.

We all know social engagement is important for brands, but how do you track the real world impact on your business?

Should you go after new followers or should you run a new Twitter campaign? Are there influencers out there who may be impactful to your brand?

Finding the right Twitter data analytics tool will provide you with the answer to those questions to help your social strategy flourish.

Features of the Best Twitter Analytics Tools

What can Twitter analytics tools do for your business? Before you start looking into investing in the best tool for your business, make sure you consider exactly what insight you want to gain.

Here are a few key reasons to use a Twitter data analytics tool:

Tracking important Twitter Metrics

  • Tweets that historically have the most engagement
  • Brand mentions
  • Insights from your competitors

Growing your Brand

  • Identify potential brand influencers
  • Grow your follower base
  • Grow your business

Guiding your Twitter Content Strategy

  • Discover what hashtags and topics your followers are discussing
  • Improve new content by leveraging data on what your audience finds most engaging
  • Manage your Tweet schedule
  • Better manage replies to brand mentions

Exploring the Top 13 Twitter Analytics Tools

Now that you’ve established what you’re looking for, review our research of the top 15 Twitter analytics tools.

1. Twitter Analytics (Native) – A good analytics tool for beginners

Features: The native Twitter Analytics platform offers a wide range of basic information. This free analytics tool includes data about both your Twitter account and general insights into what’s trending on Twitter.

Through Twitter Analytics, the main dashboard features a monthly summary of information such as the number of Tweets, Tweet impressions, profile visits, mentions, and followers. At a glance, you can also see your top tweets, top mentions, and top new followers per month.

Twitter’s audience insights break down your follower base by their interests, occupations, buying styles, wireless carriers, gender, and more. Many other top Twitter analytics tools do not offer this data.

The tool also offers general Twitter trend data, including trending topics, events, sports, movies, and more. This tool offers native ability to advertise directly to Tweets relating to any of these topics, and the ability to target by goal (followers, engagements, leads, website clicks, and more).

Main advantage: This is a simple tool for beginners, offering detailed audience demographics data and built-in advertising tools.

Disadvantage: The majority of data reports can span only a 3-month period. Most businesses will need more robust data reporting.

Pricing: Free

2. Keyhole – Social media data that helps you make great decisions

Keyhole is a live tracking tool for social media conversations. Their simply designed dashboards give you an overview of key data that helps you make meaningful decisions about your brand.

Keyhole features a full slate of analytics features and in-depth reporting. To start, their hashtag and keyword listening allows you to analyze industry conversations live and their account analysis tool lets you analyze and optimize your posting schedule and content. They also allow you to track and build automated reporting around individual campaigns, perform competitive analysis, and perform research on both live and historical data for Twitter, Instagram, Facebook, and Youtube.

Main advantage: Keyhole is a huge time-saver, and is primarily used for real-time social listening and gaining actionable insights through data.

Pricing: Keyhole ranges from $179/month for 3 hashtags and 3 account trackers to custom pricing available for Enterprise.

3. Hootsuite – All-In-One Tool for Social Content Management

Hootsuite is widely known as the most popular tool for managing social media content. It’s also a commonly used social listening tool. While it used to be the main tool on the market, it faces many more competitors now.

Hootsuite has a deep feature set beyond basic analytics, boasting social media scheduling tools, user / keyword / hashtag monitoring, content curation, and team management.

If you’re looking for Twitter analytics data, Hootsuite provides a dashboard overview of your basic metrics. You can also build unlimited reports, exportable in most common document formats. One of the most useful tools is the ability to track how fast your team members respond to brand mentions.

There are also a wide variety of add-ons from other data providers, some of which are free, but many of which come at additional monthly fees.

Main advantage: Consolidates data from Facebook, Instagram, and Twitter. Large user base and support information.

Disadvantage: Hootsuite is much pricier than similar competitors.

Pricing: Hootsuite offers a 30-day free trial. $29/month for a single user, $129/month for 3 users with up to 20 profiles, and $599/month for up to 50 social profiles. Enterprise plans available.

4. Buffer – For easy, lightweight content scheduling

Buffer is primarily a social scheduling tool, but for those who are in need of a combined platform, it also provides Tweet-level analytics.

You can consider Buffer a lighter, less expensive version of Hootsuite, allowing users the ability to easily drop posts into a pre-planned content schedule.

From an analytics perspective, Buffer has announced Buffer Analyze, a more robust social media marketing tool, which promises the ability to track key metrics on the posts you’ve shared, including the ability to track what type of content has performed best.

Main advantage: Easy to use for scheduling content. The free tool is fairly robust.

Disadvantage: At present, data reporting is fairly limited, but Buffer Analyze may change that.

Pricing: Buffer Analyze is billed at $50 a month. Tweet-level analytics is included in both their Reply and Publish products. Reply will set your business back $225 a month, and Publish will set you back $99 a month.

5. Sprout Social – Another great all-in-one platform

Sprout Social is another full social media management solution. It offers tools to manage analytics tracking, engagement, publishing, listening, collaboration, and automation.

The Smart Inbox feature combines all messages from all major social profiles into a single stream.

Sprout Social’s data reporting tools are quite in depth. You can build several listening queries that monitor specific keywords or users in order to create a live feed of brand mentions, and analyze user sentiment or geolocations.

From an analytics standpoint, Sprout Social allows you to build custom reporting dashboards that include data around engagement, task performance, messages, top performing tweets, Twitter trends, Twitter comparisons, keyword reporting, and more. They allow these reports to be branded with your logo for easy sharing.

Main advantage: Robust reporting capabilities and built-in image editors and CRM tools.

Disadvantage: Reports do not incorporate unlimited historical data.

Pricing: Individual accounts are $99/month, including up to 10 social profiles. Corporate or Enterprise accounts start at $149 and $249/month respectively. They also offer a free 30-day trial.

6. Klear – Discover key influencers

Klear’s main functionality is to help your business identify key influencers on Twitter, YouTube, Instagram, YouTube, and other blogs, and has over 5 years of historical data for your business to leverage.

Klear is simply designed, easy to use, and can provide helpful insights for small to medium businesses.

The analytics tool provides analytics for individual influencers in a beautiful dashboard, including engagement reports, audience demographics, popular content, and more.

Klear also offers monitoring tools that let you track KPIs, true reach, and estimated ROI.

Main advantage: Great for identifying influencers and their reach. Intuitive interface.

Disadvantage: Limited use, as it offers shallower data reporting for your business’s profiles.

Pricing: Klear offers a free version with limited features. A premium account with basic reporting is $249/month, with larger accounts and more robust features requiring a quote.

7. Mentionmapp – Discover content and discussions related to your business

Mentionmapp is a network visualization tool, offering interactive maps and webs to explore accounts and content topics related to your business

This tool visualizes user interactions through a connected cloud, identifying key relationships and highlighting major accounts that are driving certain conversation topics.

This also helps you identify related hashtags that you may not be participating in.

Recently, the tool has also added the ability to track real vs. fake users to be able to tie out fake engagements and users that are not relevant to your business.

Main advantage: Discover related content and related hashtags to your business through an intuitive visual cloud.

Disadvantage: The network/cloud visualization doesn’t provide for easy data reporting or monitoring.

Pricing: Free for up to 300 searches a month, or $27/month for unlimited searches.

8. Union Metrics – Detailed Twitter reporting

Union Metrics provides full analytics reporting that help you make meaningful decisions about your brand.

It features a full slate of analytics features. To start, their profile analysis tool lets you analyze and optimize your posting schedule and their keyword listening allows you to analyze industry conversations live. They also allow you to track and build automated reporting around individual campaigns, perform competitive analysis, and perform research on historical Twitter data.

Main advantage: Basic, affordable Twitter data analytics reporting solution.

Disadvantages: Unlike some other tools on this list, it only tracks Twitter profiles.

Pricing: Their pricing ranges from $49/month for one user and 3 profiles up to $199/month for unlimited users and 6 profiles.

9. Agorapulse – Incorporate data across all your social platforms

Similar to Hootsuite, Agorapulse is another all-in-one tool that allows you to manage your entire social media presence across all social profiles, including Facebook, Twitter, Instagram, LinkedIn, Google+, and YouTube.

Agorapulse offers content scheduling tools, including the ability to requeue or reschedule old posts. It also provides message feeds to help consolidate all incoming messages. From a listening perspective, Agorapulse features monitoring and chatter streams and allows you to track average response time on each platform.

This tool provides one-click Twitter analytics reporting that’s easily exportable to a PowerPoint presentation. You can also see the performance of key metrics like replies, impressions, and clicks over time. You can also track the number of interactions on specific hashtags to help you inform your content strategy.

Main advantage: Basic reporting across all social platforms.

Disadvantages: Limited ability to manage content on platforms within the app with occasional photo issues. Inability to combine reports for one brand across several platforms.

Pricing: Ranges from $99 a month for a two users to $499 for twenty users. Free trial available.

10. Followerwonk – Profile your followers and identify influencers

Followerwonk is one of the longest standing tools available to track Twitter followers. The tool includes strong visualizations that let you track who your followers are, where they are located, what they typically tweet about, and when they typically tweet.

The best feature of Followerwonk is the ability to track compare followers across multiple user accounts, allowing you to identify potential key followers that you’re missing out on.

Main advantage: Ability to build a story about your followers.

Disadvantages: The analytics are all follower/following-based, not providing additional data for your profile like engagement metrics.

Pricing: The free version offers a variety of tools to analyze an individual account. Their “Target” and “Multitask” levels for larger follower counts are available for $29 and $79/month respectively.

11. Quintly – Consolidated social media analytics reporting

Quintly provides in-depth analytics tracking for multiple social channels, including Twitter, Facebook, YouTube, and more.

It offers competitive benchmarking, allowing you to track your account performance versus that of your competitors. You can also track your key KPIs and centralize your online marketing success all in one place.

You can also automate your social media analytics reporting with the ability to create custom reports, including live reports with shareable links, customized to your brand.

Advantage: All-in-one social analytics solution with customizable, branded reports

Disadvantages: Pricier than similar analytics tools. Lacks deeper listening analytics of competitors.

Pricing: After the free 14-day trial, accounts start at $300 a month, based on the number of profiles.

12. Tweet Binder – Attractive Twitter analytics reports

Tweet Binder is a basic analytics reporting tool for Twitter and Instagram. The tool offers a variety of reports, including live reports, 30-day reports, or historical data reports.

The tool provides attractive infographics that are great for internal reporting, including statistics like estimated economic value, top contributors, potential reach, and highest potential influencers.

Advantage: Attractive reports for internal Twitter analytics reporting.

Disadvantages: Plans are quite expensive as they are offered in Euros. Data reporting is limited for Basic and Medium accounts.

Pricing: 79€/month for a basic plan with 7-day reports, up to 700€/month to unlock all features.

13. ContentStudio

Last but not least, ContentStudio is a content discovery and curation tool. Like other tools on our list, this is primarily a social listening tool, helping you monitor conversations and popular content across a variety of topics on all social platforms. There are also a variety of automation and publishing tools available.

With this tool, you can track what’s trending right now. As of 2018, the tool does not yet have a full analytics tool, but it promises to have one soon.

Advantage: Track conversations across all platforms.

Disadvantage: No established analytics reporting tool.

Pricing: ContentStudio starts at $49 a month for ten social accounts, and ranges up to $299 a month for 150 social accounts. 


Keyhole is a real-time brand and campaign monitoring tool that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free here.

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