Tracking Twitter

According to Nextgov’s Tech Insider, Google Analytics Evangelist Avinash Kaushik methodically outlines a new approach to analyzing Web metrics and offers some advice on how to measure the success of social media tools.

First, according to Kaushik, the purpose of Twitter shouldn’t be to get more followers. So, measuring the success of a Twitter account in terms of number of followers wouldn’t be a good measure of success. Instead, he said, you should pay attention to your message amplification — or, in the language of Twitter, re-tweets.

Re-tweets will spread your message further than you ever could on your own. Kaushik told Nextgov, “On any given day, I have a chance of 14,000 people reading my messages, but if re-tweeted, I have the ability to reach 1.2 million people — that’s the power of using and measuring social media.”

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