Demystifying Social Media: Twitter Performance Dashboard

By Kathy Roy Gaughran
Senior Marketing Strategist

twitter analyticsWe know for a fact that—in healthcare marketing—it can seem difficult to explain the value, importance and impact of Twitter.

Have you ever been called to a set-down meeting with the boss (or even professional colleagues) and asked to defend social media in general, and Twitter in particular, as an effective marketing expense?

Twitter can seem particularly elusive to quantify to the science-and-spreadsheet mind of a doctor, administrator or management boss. Typically, these are numbers-driven thinkers who resonate to things that can be quantified in specific terms and tangible measures.

Often they are inclined to regard Twitter as a fast-moving stream into which one’s throws silver dollars—which instantly disappear in the digital torrent. Here’s help with demystifying, and quantifying, Twitter challenges.

Twitter understands the questions: How to measure engagement? How many impressions do tweets receive? How does my recent performance compare to past results? And, perhaps most importantly, how can you make your Tweets more successful?

Twitter now provides an updated and improved Twitter dashboard, complete with insightful answers that quantify and measure the performance of organic tweets. (Stuff that was previously limited to verified users, Twitter Card publishers and advertisers.)

  • Some of the easy-to-read data points and graphics, in real time, include:
  • Number of earned impressions over the last 28 days
  • Comparison of impressions to prior 28-day period
  • Number of engagements and engagement rate per tweet
  • Number of link clicks and comparison to prior period
  • Number of retweets and comparison to prior period
  • Number of favorites and comparison to prior period

Take away ideas to improve your numbers…

Drilling a bit deeper, you’ll find information about your followers such as interests, location and gender. It’s relatively easy to identify which Tweets and topics performed best, the best day of the week and time of day, the engagement performance of text vs. visuals, and other variables. Adjustments can deliver measurable improvements that are evident almost immediately.

You’ll find more about Twitter Analytics and performance dashboard here. And for related reading, see Twitter Tips: Social Media & Healthcare Marketing.

Author: Kathy Gaughran

Kathy Roy Gaughran
Senior Marketing Strategist at Healthcare Success
In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Kathy is a member of the American Marketing Association and The Direct Marketing Association.



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