There are lots of tools emerging that appear to give us wonderful statistics and data about Twitter, but it’s hard to know which data we actually want and how we want to receive it.

As Twitter’s API has been undergoing a few changes recently, we thought it would be useful to give you an overview of the information that you can still get from the platform itself, as well as providing some guidance on the best way to measure the data.

The four main data types on Twitter are:

  • User data – relates to the user who posted the message.
  • Friend and follower data – relates to the relationship a user has to other users.
  • Tweet data – all the details and content relating to a particular tweet.
  • Places and Geographic data – the geographic and location based aspects relating to a person or tweet.

There are also four main measurements that we can use to measure this data in order to understand the impact of the activity on Twitter:

  • Impressions – aggregated users exposed to messages.
  • Reach – number of unique users exposed to a message.
  • Frequency – number of times each unique user reached is exposed to a message.
  • Relevancy – reach to specific demographics.

When it comes to the ROI of these messages, it’s important to think about how they compare to your other channels in terms of reach and impressions.

Take a look at the presentation below – we hope it helps to reveal some of the Twitter data you can access through the API and ways in which you might go about measuring it.