5 Steps How to Conduct a Twitter Audit for Your Brand

by Conte.ai 18 minutes read updated on January 16, 2023

Over a long period of time, Twitter has been a significant social media channel for marketing. It is a location to interact with clients, whether you try to latch onto the most recent popular topics, write your own, or use some other tactic. You might spend a lot of time connecting with individuals and providing pertinent solutions, depending on what's popular.

Thoughtful and strategic planning are required when tweeting. You should occasionally take a break from tweeting and re-evaluate your Twitter approach. To address this, Twitter audits are useful - a means to periodically assess the effectiveness of your Twitter marketing plan. Here's how to perform a Twitter audit on your own without paying a high-priced professional to do it for you.

We're here to provide you with a detailed walk-through of a thorough Twitter audit for your company.

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What is a Twitter Audit?

One of the social media channels that has changed the least throughout the years is Twitter. Some would view it as a benefit, while others might see it as a drawback. A quick assessment of the key elements of your Twitter profile that you need to conduct on a frequent basis to make sure they correspond with your marketing plan. This entails going back and looking through your tweets to determine where they fit in. You're searching for a general trend, but there will always be abrupt shifts that are represented in your tweets. You must also make sure that those who follow you are compatible. Finally, take into account competition Twitter accounts and branding.

Ready to get your Twitter for business? Create your account and let's go through each step together!

Benefits of a Twitter Audit

With the aid of Twitter audits, you can find fresh ways to interact with your audience and ensure that you are making the most of the social media platform. It's easy to become stuck in a rut and consistently tweet the same thing. However, how can you tell whether your marketing efforts are successful? An audit of your Twitter account looks at your followers, the material you provide, your engagement rates, and how well you stack up against the competition.

You may determine whether or not the material you're producing still reflects your company's overall marketing plan, social media strategy, and current brand message by conducting a Twitter audit.

The advantages of a social media audit for Twitter include the following:

  • Discover which tweets have received the most likes, comments, and retweets.
  • Examine your plan of action. If previous concepts have been successful in the past, you may revisit them.
  • Discard bogus followers. It matters more how valuable they are as followers than how many you have.
  • Determine which tweets no longer reflect your mission, style, or company values.

How to Conduct a Twitter Audit?

The precise procedures to follow while doing your Twitter account audit are listed below. Follow these steps to perform a Twitter audit to obtain an accurate view of how your brand's Twitter account fits into your entire social strategy and how it stacks up against your rivals.

  • Set objectives.
  • Review your biography and design.
  • Examine your tweets.
  • Check your followers.
  • Check your Twitter activities.

Create and take a closer look at your account, visualise your brand and how to develop it, then start putting ideas into action!

Step 1: Set Your Goals

Are brand recognition and presence-building objectives for your business? Locating clients? Increasing website traffic? Then consider what metrics you'll use to gauge your followers, retweets, clicks on links, and other activities. The perspective from which you approach your audit should be shaped by the objective you have. Of course, there might be more than one objective.

Your goals may alter sometimes over the years. The COVID breakdowns are still a fantastic illustration of this, even if it depicts atypical market conditions. Businesses have shifted from focusing on driving foot traffic into stores to capturing online sales revenue. Similarly, most in-person meetings were supplanted by online events. Having said that, goals are frequently modified from one year to the next.

Here, there is no one "correct" response. Possible priorities for your firm are:

  • Brand recognition
  • Audience participation
  • Consumer assistance and care
  • Earnings and referrals
  • Content promotion

In the end, your objectives must direct the analysis and define what "growth" means for you on Twitter. When you've determined the response, it's time to explore your Twitter activity.

Step 2: Audit Your Profile and Branding

On Twitter, first impressions are crucial. Your profile should convey the following at a glance:

  • How your business operates
  • What the purpose and voice of your company are
  • Why others ought to follow you

The appearance of your profile has to be optimised if you want to communicate that message. The first phases of your Twitter audit to achieve just that are listed below.

Make sure that all of your brand imagery is up-to-date

If your brand "looks the part" skillfully, consider the following questions:

  • Do we use the most recent iterations of our company's logo and creatives (such as cover photos and hashtags)?
  • Do we adhere to the most recent picture sizes from Twitter?
  • Are our Twitter identity, images, and content consistent with the rest of our social media profiles?

Profile Picture:

Twitter accepts files in the JPEG, GIF, and PNG formats. Nudity-containing profile pictures will be deleted. For profile images, the maximum file size is 2MB. The suggested size for profile pictures is 400x400 pixels.

Cover Image:

This Twitter audit feature involves examining and perhaps changing a number of distinct components. Take a look at your logo and cover photo. Does it still fit your branding as it is now? Your Twitter account should be updated with even tiny details like colour alterations. Remember that branding relies on consistency. 1500x500 pixels are suggested for header picture size.

Bio

Review your bio next. What 160 characters make up your Twitter bio? Are you making good use of them? Does it give a clear explanation of your brand's mission, represent your brand's personality, and help you stand out from the competition? Does it remain consistent with your brand's present image, or does it need to change? Since a corporation is normally proud of its achievements, this one won't change very frequently. If, however, you are involved in a significant current campaign or activity, you could think about highlighting it in your Twitter biography.

URL

Check the URL in the cover area of your Twitter audit as well. For instance, many businesses only list their webpage. And this is appropriate in many instances. However, you should consider whether there is a more advantageous strategic connection to direct consumers. That may be a landing page for contacting us or it might be something specific to one of our main initiatives. For instance, there is frequently observed a connection between the ways businesses were caring for their workers even during shutdowns last year.

source: @nytimes

source: @Shell_UKLtd

source: @Adobe

Your Pinned Tweet

Check the tweet you have pinned last. On Twitter, pinned tweets are a business's best bet. This tweet serves as your company's intro to those who are viewing your account for the initial moment. Naturally, you want your pinned tweet to get noticed, which is why so many businesses utilise it as a place to:

  • Indicate a lead generation or call to action
  • Make a new goods release exciting
  • Make a significant official statement

source: @thetheatrecafe

Step 3: Audit your content

The most difficult but crucial aspect to evaluate is probably how well your content is performing. In contrast, material effectiveness without analysis seems almost "free" (even if it isn't). The actions listed below will assist you in focusing on what's good, what's not, and where you could make improvements. At the same time, you can repeat the steps and practice on your own account! (with a subheading and a link to Twitter's analytics)

Assess your posting time

When the majority of your followers are online is when you should publish on Twitter. This is an obvious choice. But answering that question, and turning it into a smart dialogue, requires understanding when your audience is most inclined to retweet, comment on, or share your articles.

Compared to last year, Twitter's peak connection hours have changed dramatically. They are now much more focused towards the middle of the weekday mornings and afternoons. This can indicate a stronger focus on breaking news and updates as well as a need for amusement provided by trending Tweets and memes.

  • Mondays, Tuesdays, Wednesdays, Fridays, and Saturdays at 9:00 a.m. are the best times to post on Twitter. 
  • Tuesdays and Wednesdays are the best days to post on Twitter. 
  • Sundays are the worst day to post on Twitter.

To determine whether there is a connection between engagement and posting frequency, we advise looking at your own data. Your native analytics can be useful in this situation once more. 

Make note of any surges you observe on certain days or at particular times. On the other hand, when there are regular lulls, you can think about suspending content on certain days or periods.

source: @twitter

Analyse the variety of content that you're posting

It's critical to comprehend how various types of material influence engagement because it's another crucial factor that affects performance. Depending on your goal, seek for outliers while evaluating your tweets in order to improve your material area or content type (link, meme, video, photo, etc.) approach.

Try to determine the cause if you see that a certain kind of Tweet performs particularly poorly. People could find a humorous meme offensive, for example. Similarly, you want to discover what makes a fantastic Tweet so wonderful. These are the ones that are shared widely.

Creating categories for your material will help you determine which normally generates the most engagement. You may post, for instance:

  • Pictures
  • Threads
  • Factoids
  • Videos
  • Tips and techniques
  • Publications and blogs (external links)
  • Memes

Assess which types of content perform the best

To build on the argument made above, examine the relationship between content type and engagement rate. The inherent metrics of Twitter let you easily evaluate the most popular tweets for any particular month. If you save data from the platform into a worksheet, you may carry out the same action.

source: @twitter

Hashtags

Along with taking hashtag effectiveness into account, your Twitter audit should check for trends in tweet timing. Do you remember which dates or periods worked best? Do your hashtags accurately represent what users in your area are searching for? Are you fighting for hashtags that are either too wide or too cluttered, which is almost as bad?

Step 4: Audit your Twitter followers

Your target market, or potential and/or current consumers, might be reflected in the number of followers. They should follow you because of the great material you post.

You should audit your Twitter followers to determine your account's validity and amount of interaction. Additionally, it will assist you in honing your content strategy so that you may increase brand awareness, outreach, and get new followers.

Additionally, you may evaluate the quantity and quality of your subscribers, especially influencers who interact with your profile, and you can discover and examine the profiles you monitor, as well as the effect of their interactions.

Examine your follower growth and growth rate

In order to see how your account is developing month by month, you may use Twitter Analytic tools or native Twitter analytics.

The number of followers is not all about. To determine whether or not you're receiving interactions that suggest interest, you should be aware of the visits and references to your account.

source: @twitter

Check your number of followers then. What is the rate of your Twitter growth? In comparison to other platforms like Facebook or Instagram, how has that changed?

Perhaps it's time to give Twitter more emphasis if you're experiencing strong, ongoing growth.

Relevant audience data

There could be some manual labour involved. You must ascertain whether your target audience is represented by your Twitter followers. You may get a preliminary idea of what they are interested in from their profiles and the hashtags they use.

In Twitter analytics, you may view your following. Primarily, you need to gather information on whether other people in your field are following you, if real consumers have mentioned or tagged you, and if you have confirmed subscribers.

Your content approach may require some adjustment if you do not get the kind of following you were hoping for.

Follow Back Your Important Followers

Be careful to follow your significant followers back. When conducting your Twitter account audit, when you don't verify this frequently, you should check the accounts you follow. People who appear to be influential in your sector or who frequently engage with your material should have their relevance verified. Your key followers will vary.

Identify fake followers on Twitter

Many companies make an effort to avoid fake Twitter followers since they do exist.

Businesses may still uncover those that are inflating statistics even if they don't acquire false followers. These kinds of following are actually inevitable. A large number, however, might hurt your reputation and make your account appear spammy.

Since you can't constantly inspect every detail, fake followers are unfortunately unavoidable. Here are a few things to look for when attempting to distinguish fraudulent Twitter followers from real ones:

  • Lack of a profile picture is a common trait of automated accounts or fake Twitter accounts. They can be using a preset profile photo or using pictures they found online or on other social media accounts.
  • Users typically give a unique description of themselves in their biographies, including their titles, occupations, and hobbies. The biographies, on the other hand, are not as in-depth or distinctive in the case of bots or fake followers.
  • False followers do nothing more than inflate your Twitter account's stats; they don't interact with you or contribute any value.
  • To spot false followers on Twitter, you may also examine Twitter handles. Their Twitter username and account name, for instance, won't often be the same. Keep an eye out for these inconsistencies.
  • It is probably a fake account if you see generic or redundant tweets from the same user in several chats.
  • The number of followers on fake accounts is typically irregular or inflated. A very lopsided ratio of followers to followers may be seen.

Twitter auditing tools are useful in this situation. You can use one of the many analytics solutions available on the market to assist with the audit of your account.

  • It is claimed that TwitterAudit has one of the highest accuracy rates for identifying bots, sampling 5K accounts.
  • You can start your audit with the appropriate quantity of data thanks to Union Metrics, a comprehensive analytics solution.
  • One of the most thorough free Twitter audit tools is FollowerAudit, which has both a free and a paid edition and allows you to examine accounts with up to 5K followers.
  • A free programme called Tweepi might help you find the fake accounts, but you have to manually delete them as the programme won't do it for you.
  • Botometer evaluates each individual account individually rather than in bulk. It does allow you to check users, friends, and followers though.
  • Twitonomy offers a variety of information, including when to post and various other analytics that may help you optimise your marketing plan.
  • In order to check for these kinds of false followers, SparkToro audits a dataset of 2K followers and conducts diagnostics.

Step 5: Audit your Twitter engagement to uncover new opportunities

Whatever the objectives of your business, the final outcome of a Twitter audit should be to increase your following through engaging content.

We'll discuss how your analysis fits in with carrying out that specific action to finish things off.

Assess how many interactions you receive on any given post

You can build a baseline and adjust your expectations based on your normal engagement.

Also keep in mind that Twitter has much more to offer businesses than just vanity stats. Engagement is influenced by context.

Go to your account and check your engagement statistics too!

source: @twitter

Assess your company's response time

Any effort you make to reduce the time it takes to respond on social media is beneficial. By doing this, you can win over fans and show them that you're interested in their feedback.

Understand the sentiment behind your company's @mentions, #Tags and branded keywords

How are you seen by your Twitter clients and followers? Are you happy with how people are talking about your company on Twitter?

You can find out by searching via mentions, hashtags, and brand-specific keywords (consider untagged references of your product or company). However, doing it manually might take a lot of time.

In any case, you want to continuously monitor consumer satisfaction and engagement. This demonstrates once more how important social listening is and how important it is to be able to see conversations that are important to your company.

And what do people think of you? It's about time you found out! 

Questions to Help You do a Complete Twitter Audit:

Review Your Plan

  • What is your Twitter aim?
  • Does your investment seem to be paying off?
  • What can you do to increase your visibility, website traffic, etc.?
  • How are your advertising goals and targets being met?

Audit Your Fans, Yourself, and Your Competition

  • What is the demography of your followers?
  • What characteristics of followers do your rivals have?
  • Where do your supporters come from?
  • When and how often do you post?
  • When do your followers engage with you?
  • Who is inactive and who has unfollowed you? Where in the world is your account expanding?
  • Who is communicating with your rivals?
  • How can you automatically keep track of mentions of your company, your rivals, or your products?

Check Your Performance & Content

  • What type of material is published?
  • Which types of material are your fans interested in?
  • What are the followers who are interested in a certain subject?
  • How can you gauge how well your tweets on any given topic are performing?
  • What kind of media do they interact with?

FAQ

What is a Twitter Audit?

An audit of your account on Twitter serves as a diagnostic. By taking a look at your audience, statistics, content genres, posting schedule, consistency, and general sentiment, it lets you examine the performance of your Twitter account.

An analysis of your Twitter account's statistics, KPIs, audience, and other aspects is known as a Twitter audit, and the purpose is to make sure that all of these factors are in line with your marketing objectives. Taking a look at your Tweets, for instance, and how you interact with your followers. This is a crucial activity that has to be carried out on a regular basis since it will show you where you are in relation to your competition and plan.

How often should I conduct a Twitter Audit?

Every three to six months, do a Twitter audit to give yourself time to respond and adjust to changes in user behaviour or requirements. Predictive analytics may strengthen weak data pools and enable you to make more educated judgments if you audit every three months.

How do I audit my Twitter account?

The following are the things you should check while conducting your Twitter audit:

  • Examine your Twitter marketing objectives.
  • Check out your tweets first. Search for the weakest and strongest performers.
  • Compare your performance to that of your rivals.
  • Examine your fans. Identify bogus followers and follow any significant followers back.
  • Make sure your branding matches your marketing plan.

How do I find real Twitter followers?

The blue checkmark next to a person's name, indicating that they are a verified user, is the first clue that a Twitter account is legitimate. In addition, you are required to do the audits independently by accessing the user's profile. Find out if the person has a profile picture, when they last tweeted, and what their tweets are about.

Is it a bot on Twitter?

Twitter does indeed have bots. By requesting a Twitter developer account, you can actually create one. The majority of bots are designed to carry out routine actions that Twitter users take every day, such as tweets, retweeting, following, and unfollowing individuals.

Conclusion

Conducting a regular Twitter audit is crucial for any business using the platform. By analyzing your audience, statistics, content genres, posting schedule, consistency, and general sentiment, you can evaluate the performance of your Twitter account and ensure that all of these factors align with your marketing objectives. This will help you stay ahead of your competition and make informed decisions.

It's recommended to conduct a Twitter audit every three to six months to give yourself time to respond and adjust to changes in user behaviour or requirements. Additionally, using predictive analytics to strengthen weak data pools can help you make more educated judgments.

When conducting a Twitter audit, check your Twitter marketing objectives, tweets, performance compared to rivals, followers, branding, and ensure that you are only following real Twitter followers. Additionally, be aware of Twitter bots and their impact on your account.

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