Are Analytics Becoming Personal?

Last week I received an email from Twitter. (This is not very surprising because I get a twitter email almost every day) I quickly scanned it, and noticed it was titled “Your week in review.”

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As you can see in the picture above, the email included the number of views, retweets, favorites, and link visits. Most of this information can be found on your Twitter page, but the most interesting part was the “number of views” and “link visits.” I have never seen Twitter distribute such specific information about my tweets.

I read some blogs and found a lot of people were receiving these emails. Twitter creators want to engage users by facilitating better interactions. By sending users information about popular tweets and number of views, they hope Twitter interactions will yield more connections.

It certainly got me interested. If it is that easy to find this information, what else is available? I Google searched twitter analytics, afraid my confusion would only increase (what are analytics anyway?)

This is what I found on analytics.twitter.com:

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Woah. Graphs, lists, and percentages flashed in my face. That was way too easy.

All of the information about my followers was nicely displayed with no effort. I found the male to female ratio, state origins, percentages of common interests, and a fantastic graph of followers from the creation of my page to the present.

The website also displays information about your account’s tweets. A month after logging on to twitter analytics, a graph of your tweets will appear with the number of impressions, engagements and engagement rates. Impressions are the number of time users saw your tweet. Engagements include the number of times a user interacted with a tweet such as retweets, replies, follows, favorites, or clicks anywhere on the tweet. The number of engagements divided by the number of impressions is the engagement rate.

Twitter made its analytics really easy, but could it be done for other social media platforms? I decided to try Pinterest analytics next. It was a little more complicated but still fairly easy.

The first step to receive data from Pinterest is to obtain a “business Pinterest.” You can either convert your personal page or create a new account.

  1. Go to business,pinterest.com
  2. Click either “create account” or “convert.” (I converted my personal profile and did not notice a difference in my page.)
  3. Answer the three questions about the type of business (I chose “other”)

Next, find your analytics!

  1. Login to the previously created account
  2. Click your name in the right-hand corner, the tool symbol and then “analytics”

Now you are ready to analyze! The “profile” section contains pins people liked the most, the ability to sort people by their devices, and impressions (the number of times one of your pins appeared on the home feed, a category feed, or on a search feed). In the “audience” section you can find the demographics of those who interacted with your pins.

With all this information at your disposal, will you use analytics for your personal profiles?

We all have an interest in social media and how to facilitate connections through different platforms in the professional world. But does the common person want to go behind the curtain of social media and analyze their personal connections? People may decide to come over to the business side of social media platforms and use borderline creepy information to facilitate better connections. In the future, analytics may not just be American Eagle trying to sell us a pair of jeans similar to a pair we just pinned; a stay at home mom could use analytics to find that perfect diy project to attract other stay at home moms.

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2 thoughts on “Are Analytics Becoming Personal?

  1. Very interesting post! Social media analytics (Facebook, Twitter, Instagram, ect.) always really impress me. So much of the world’s data has been generated in the last couple of years and individuals/companies are still trying to figure out how to tackle it. The data can definitely yield useful information and uncover trends, but the question will be how should we (as individuals) use it to optimize our gains.

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  2. Before this post, I had no idea that Twitter analytics were a thing. After reading this post for the first time a few days ago, I signed onto Twitter analytics to retrieve my own data. I cannot believe how easy it is to use and interpret! This site would be especially helpful for a company to track its followers (as opposed to an individual), as it highlights characteristics about its audience that make it simple to advertise accordingly. When you know who your followers are following and what their general interests are, you have significantly more power in your ability to market to them. As for me, as an individual using Twitter only recreationally, I’ll definitely be using this site in the future to monitor my tweets.

    I would love to know if similar programs exist for Facebook or Instagram. Do any of these sites reveal the identities of the users that look at a company’s profile, like LinkedIn does? I’ve always wondered about the implications of other social media platforms allowing users to see who is looking at their site. Why don’t we question that LinkedIn does it, and how would we change our online behavior if we knew other users would be alerted that we’re looking at their page?

    -Jess Hair

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