Advanced Twitter Metrics in Khoros Social Marketing (formerly Conversations): Now Available!

Khoros Alumni (Retired)

6 years ago

The Khoros Social Marketing team is pleased to extend our Twitter analytics offering for customers.

Measure Twitter Performance and Engagement
Advanced Twitter Metrics provides greater insight into how your content is performing and if it is reaching your audience.

Access your tweet’s impressions and reach
See your video views and completion
Understand how end-users are engaging with your content

What’s New

To date, Khoros has provided a limited number of Twitter metrics within analytics (likes, comments, and retweets). Now brands can gain access to a complete set of Twitter engagement metrics and analytics all within Khoros. New metrics and dashboards include:

New Metrics (in dashboards and data exports): Impressions, Video views (3 seconds, completion, 25%, 50%, 75%), Clicks (URL, #, Media, Profile Clicks, Detail, Permalinks, User Follows), Reach, 'Un' activity (Unlikes, Uncomments, Un-Retweets)

Additional Widgets (in dashboards): Advanced Twitter Engagement Breakdown (donut), Post Link Clicks (KPI)

Net New Cross Channel Metrics (in dashboards): Impressions, Video views

How Do I Access

Advanced Twitter Metrics serves as an add-on to Khoros’ existing Marketing Analytics offering within Social Marketing (formerly Conversations). A subscription to Social Marketing (formerly Conversations) is required.

To access Advanced Twitter Metrics please contact your Khoros Account Executive for more information.

More Detail on What’s Available

Advanced Twitter Metrics is included within Marketing Analytics Dashboards as well as Post and Daily Post Summary Data Exports.

The new engagement breakdown provides a more complete view of engagement with your post, detailing out clicks with likes, replies and retweets. The Post Link Clicks text metric helps you distinguish between link clicks reported by the network and your link shortener clicks reported from your link shortener service.

Our expanded metric offering is also available to you in our Post Gallery and Post Explorer widgets. Simply edit your dashboard widget to add additional metrics to your widgets. All Advanced Twitter Metrics are available in each widget to customize to your reporting needs, such as video views and video watch percentages.

Our expanded metric offering is also available in our Post Export and Daily Post Summary data exports. You can update your existing saved Scheduled Exports to now include the new Advanced Twitter Metrics. To do so, simply access your saved export and select the new metrics to add to your next export and save for future execution.

What Else You Should Know

Advanced Twitter Metrics has a 7 day metric fetch from published date, meaning metrics will be fetched for 7 days following tweet published date, but metrics will not be fetched after 7 days. This is by design of the Twitter API. Tweets, on average, have a half life of 20 minutes, meaning the lifespan of a tweet is less than 1 day. Most of your audience reach and engagement will occur within the first day the tweet is published.

We are unable to back fetch any data on published tweets prior to enablement. Metrics will only be fetched from enablement date forward.

Khoros calculated metrics for Engagement and Engagement Rate will not use any Advanced Twitter Metrics. Calculations will remain as is to prevent skewing of any historical reporting by having different calculations presented over a time period. For those interested in a more robust engagement calculation, we recommend using the Advanced Twitter Engagement Breakdown widget.

Advanced Metrics within your exports report a little differently than what you may be used to. Example, every time your tweet receives a like, the Advanced Likes metric provides that count. Every time that same tweet has a like removed, the Advanced Unlikes metrics provides that count. Natively you will see the Like count factor in both likes received and likes removed. The API provides you the opportunity into activities undone on your tweet.

Lastly, Advanced Twitter Metrics currently provides organic data only; paid data from a boosted Tweet will not be available. Paid information is to follow as Khoros continues to build out its Ads Capabilities this year to include Twitter.

For More Information