February 13, 2014

Twitter Card Analytics 101

Posted by Janna Leyde Category IconConversions & UX Category IconSocial Media


Twitter just got down to business. Late last month, the San Francisco-based social media bastion launched Twitter Card Analytics, an informative and engaging dashboard, which serves as a warehouse for big data that can be wrangled from followers. Brands and businesses have been using Twitter Cards since they launched in June of 2012. Cards are expanded, branded tweets — tweets that contain links and rich content from websites. Coming up on two years now, Twitter and its users are well familiar with the power of linking a company website to the company handle via the META tag. Now it’s time to analyze the big data pouring in from Twitter and implement business strategies.

The New York Times using the Twitter's Summary Card
The Twitter Deck

One Twitter Card is all it takes to set up a dashboard. Twitter offers seven different types. First Twitter Card? Try the Summary Card, which is considered the average choice. This expanded tweet has a little bit of everything: title, description, attribution, and a thumbnail.

For those companies looking to go beyond the Summary Card and give their followers more than just a dollop of information, there are some tailor-made options available. There are Photo Cards and Gallery Cards, which create image-forward tweets — either showcase one image (Photo Card) or showcase a group of four (Gallery Card). Looking to sell something? Let’s be honest, it’s totally PC to do that on Twitter these days; go for the Product Card. It’s the complete e-tail package, allowing for an image and product description, along with the option to customize two other details. Add pricing, availability, sizes, colors, shipping information, a testimonial, and anything that adds to the dimension of the sell. Other Twitter Cards woo followers with video, while some use tweets to drive app installs.

Here’s a brief summary of the different types of Twitter Cards:

Summary Card: Good for the beginner
Summary Card with Large Image: Good for expanding a general tweet
Photo Card: Good for showing off one image, no need for title
Gallery Card: Good for displaying a collection of pretty much…anything
App Card: Good for driving app installs
Player Card: Good for streaming audio, video, or slideshows
Product Card: Good for boosting online sales

Twitter Analytic organized data into three tabs: URL Clicks, Install Attempts and ReTweets
How to Play

As mentioned before, this new Twitter Analytics tool is a dashboard, a nifty and navigable layout where the big data garnered from followers is organized into three tabs: URL ClicksInstall Attempts, and ReTweets. Twitter is focused on three key analytics: tweetsnumber of impressions per tweet, and URL clicks from all tweets that link to a website. The best part is, Twitter hasn’t left publishers out in the cold to figure out its fancy new innovation. The tool is rife with personalized suggestions and tips to help businesses play their cards right, (how long could we resist that playing card pun, Twitter?)

Best Practice is a friendly box that pops up on the right side of each page with tips to alter and improve particular strategies when using Cards.Card Types is a tool that allows publishers and developers to compare personal metrics against the publisher average (all others using that type of card). Maybe it’s time to play a different card? Sources allows publishers to see which accounts have tweeted (and retweeted) links to the business’ website (or any website with Cards enabled). Sources opens up the door to conversation, which may start with something as simple as a Thank You for that RT.

Thanks to Twitter Card Analytics, it is now possible to know which deep links, images, media content, videos, and so forth are engaging the most followers, which Cards are most effective, and which followers are retweeting and sharing content.