When there are so many metrics available to marketers today, it is difficult to choose just one or two to focus on. Remember, it is never wise to put all your eggs in one basket, so it is absolutely vital to understand all your options when it comes to your marketing approach. More importantly, you will need to understand metrics and how they are relevant to your field of business. To reference an article from metrics expert Avinash Kaushik, there are four attributes of great metrics, the first of which requires they must be “uncomplex.” In other words, a metric needs to be easily understandable to everyone in the company. Kaushik goes on to further drive home this concept when he writes, “Decisions in companies are not made by one person. If you want action then the democracy needs to understand performance, the democracy needs to make decisions.”
In congruence with Kaushik’s theory, it can be argued that a business’s Twitter mentions are among the most important metrics to measure. Twitter mentions will sufficiently demonstrate the number of times a company has been referenced on Twitter, and allow a business owner to monitor brand conversation in real time. If all publicity is good publicity, as the saying goes, then the higher the twitter mentions, the better it is for business. However, it is the responsibility of the business’s marketing efforts to make sure it is for all the right reasons.
That being said, Twitter mentions would be a great indicator of what’s being done well and what needs to change. They are straight-forward, simple to understand, and also provide clear and useful data similar to the way a turnstile counts people entering an amusement park. If mentions are up, and for good reason, then it is obviously good for business. On the contrary, if mentions happen to be up for a bad reason, it would still serve as valuable information, as the business can more efficiently find solutions that may counteract any negative stigma on the platform. Furthermore, Twitter mentions are an important metric because they can help a company keep track of goals, employee performance, customer growth, and overall online presence.
In conclusion, Twitter mentions (like page views or many other similar performance analytics) are important for monitoring customer growth. All-in-all, it is absolutely necessary for CEOs and social media managers alike to grasp the significance of social media in marketing today, and become familiar with the metrics that can best help their businesses thrive.