David asks, “I’m working on a Twitter performance report. I’m trying to determine the best metric for demonstrating our performance (assuming the thing that matters for the moment is engagement, and not necessarily conversions). My feeling is that engagement rate could potentially be the most valuable – albeit imperfect – metric, since absolute numbers like retweets, likes, and replies can fluctuate based on how many times we tweet in a given month + general seasonality. Is that a fair assumption? What KPIs do you use? Thanks in advance!”
Social media metrics from a platform tell you what you’re doing right or wrong on that platform, but they rarely tell you what that platform’s impact is.
Conversions do matter, and your report will have more long-term impact if you show how Twitter is either assisting or delivering conversions.
That’s something Google Analytics will be able to provide once you’ve configured it …