Twitter (rebranded as ‘X’ but still widely known as Twitter!) is in a state of flux. While it is still a useful channel for reaching influential people, such as artists, critics and journalists, and for starting and joining conversations, it is too unstable to be a priority digital channel at this point in time. There have also been questions raised about the accuracy of Twitter’s data since its change in ownership in late 2022. Twitter data should still be recorded, but taken as illustrative rather than definitive.
| Framework | Metrics |
|---|---|
| Size of audience | Impressions |
| Engaged audience | Engagements, engagement rate |
| Results | Conversions, avg value |
Other useful metrics
| Metric | Why? |
|---|---|
| Mentions and tags | Keep track of how often your Twitter handle is mentioned by other users. Mentions and tags can indicate your brand's visibility and engagement within conversations. |