3 Levels to Track Twitter Engagements with Marketing Automation
Tracking Twitter engagements as part of your marketing automation can be very helpful in tracking the effectiveness of your Twitter marketing efforts. Here are a few ways to specifically track engagements on Twitter:
Basic: The most basic way to track engagements on Twitter and prove their value is to use a landing page. The landing page should have a form on it and a special automation rule so that anyone who fills out the form is marked as having come in from a Twitter campaign.
Moderate: If you’re more advanced and can use custom redirects (or Google UTM parameters, UTM stands for Urchin Tracking Module), you can create a custom URL for each tweet. These URLs should be taking people to content or another web page that you are tracking. This is where landing pages can come in handy.
Your marketing automation tool will be able to pick up the information from people clicking the links and report on where they are in the buying cycle, the effectiveness of your campaigns, and so on.
Advanced: If you are highly advanced with social media and Twitter, you can get into more advanced options for tracking engagements. For example, you can use Twitter Cards and connect them to your marketing automation tool.
Currently, Twitter Cards are not easily connected to other applications. This is expected to change in the near future, either through applications that make connecting easier or through Twitter opening a more robust application programming interface (API).