You may think that a strong social media presence is not important for your industry, but you are wrong. When deciding to make a purchase, 46% of web users turn to social media for guidance. No matter what type of firm you lead, that is a statistic that you cannot afford to ignore.

Staying engaged and connected on social media is key to remaining competitive in today’s business environment. Twitter is one of the most widely used social media platforms in the world. In order to do remain at the top of your social media game, keep track of these metrics for your Twitter account:


This is the obvious one; the more followers you have, the higher amount of exposure your post will receive. Brands develop a strong presence on social media in order to drive more business and web traffic. This trust will create a larger social network for you across all platforms. The average user on Twitter follows 5 or more brands.

Developing a strong social media presence starts and revolves around your followers. You gain followers via great content, the use of hashtags, and targeted posts.


Impressions refer to the number of times your content is displayed. When you post a piece of content, it is displayed on your followers’ feeds, leading to impressions. If you post in large groups, this leads to more impressions. The higher the number of impressions a piece of content has, the more likely you are to generate engagement from it, and the stronger your brand’s value becomes.


On social media channels, engagement refers to the level of interaction your audience has with a particular post. Did they ‘like’ it? Was it shared? Did they retweet the content to their page? Did they leave a comment on the post? Was a discussion started?

User engagement is the ultimate end goal when it comes to a social media post. A great post will provide the reader with intrigue, develop brand trust and a strong reputation, make them want to share it with their friends and network, and easily lead them to your website when the time is right to close a sale.

These metrics create a pretty simple cycle. If you gain a new follower, that is one more impression for the post. If they engage with it, an entirely new network of users will see that post. Then, some of those users will engage with your content, leading to more users who see that engagement to follow your brand. And the cycle continues.


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