How To Audit Your Social Media Strategy Pt 2: Twitter

auditing twitter strategy | seo without borders

With over 500 million users, this 140-characters-or-less micro-blogging social channel is a great outlet for B2B outreach – in real time.

That’s why it’s important to perform an audit of your Twitter strategy at least once per quarter.

Unlike Facebook and other channels, all tweets can be seen by everyone, giving Twitter enormous potential as an outlet for your company to connect and converse with other businesses and like-minded individuals.

It’s no surprise that Twitter is the second most popular social media platform among B2B companies, with 88% participating.

Because Twitter is so focused on real-time posting, it’s a channel where consistent posting and upkeep is crucial.

Here’s what to look for when auditing your B2B Twitter strategy.

Auditing Your Twitter Campaign

Your Twitter bio is limited to 160 characters.

Get creative with this limited space, and use it to tell people why your business is unique and why they should follow you.

Your profile photo appears on your Twitter page, as well as alongside all of your tweets. Make sure you are using a high-resolution company logo, properly sized at 400×400 pixels.

Have you added a custom Twitter header image?

This image is a great way to brand your accounts and make your page feel inviting, engaging and
professional. Make sure it is properly sized at 1500×500 pixels.

It is also worth noting that the header photo is cropped to a 2:1 aspect ratio on mobile.

Check your Twitter account on mobile devices and make sure your header image appears correctly.


Both gaining followers and following other accounts is critical to the success of your Twitter platform. Be mindful of the accounts you choose to follow.

Focus on known influencers in your professional field and prospective clients relevant to your brand.

Two easy ways to gain followers that you should use:

  1. Install the Twitter “Follow” button to your website, and include a link to your Twitter page on your company’s other social media platforms.
  2. Sync your email contacts with Twitter and follow these accounts. (Note that if these clients do not follow back within a week, you may want to unfollow.)

Look at the ratio of followers to accounts you are following on your Twitter page.

Following more than the number of those following you can make you lose credibility with users who perceive this lack of engagement as a lack of interest.

If this ratio is off on your company account, perform an audit on the accounts you are following.

If these accounts aren’t adding value to your tweet stream, are inactive on Twitter, are posting too often, or are constantly self-promoting, it may be time to unfollow. is a great tool for managing and auditing your Twitter strategy.

 Who Is Posting From Your Company?

If you don’t have a standard set of policies around employees posting to Twitter and other social media platforms, develop one.

You can’t police employees’ private accounts, but let them know how to position the company when they mention it, and how to manage mentioning competitors.

With more and more employees using social media a s an outreach strategy for social selling and influencer marketing, don’t leave this to chance.

Tweet Valuable Content

Your success on Twitter largely depends on engaging followers through your tweets.

70% of users re-tweet others’ content because they find it interesting, so follow that example.

It’s more important to tweet interesting and valuable content to your followers regardless of whose it is,
than to tweet just your own stuff. It also shows that you appreciate the good work of others.

How Often Are You Linking To Your Own Content?

Audit your Twitter stream for a day or two and see how you’re balancing links, retweets and conversations with others. It’s easy to get off balance.

Evaluate Your Language

Check out my new blog post” is not compelling.

6 Ways to Get That Sale” can link to the same post, and has a keyword to help likely readers be attracted to it.

Review your most successful posts.

What do they have in common?

Can you learn a new best practice for your stream?

Using Images In Your Tweets Can Help Your Content Stand Out

Images used in tweets should be a maximum of 1024×512 pixels. Note that the in-stream photo preview of these photos will appear 220×440 pixels.

Are You Using Hashtags In Your Tweets?

The right hashtag can help you gain attention from people who are interested in that topic.

There are a number of sites, both paid and free, that can help you determine the best hashtags to use.

Look also for the hashtags that influencers in your space use.

Do an A/B t est: Send the same tweet out several times (over a specified time period) with a different hashtag and see which ones receive higher engagement.

Use Twitter’s trending topics when one of them is relevant to your brand to help you reach a wider audience.

But don’t use one if it’s not relevant, or people will feel misled – or see you as an opportunist.

Be Mindful of How Often and Who You Tweet

Your success on Twitter largely depends on engaging followers through your tweets. 70% of users re-tweet others’ content because they find it interesting, so follow that example.

It’s more important to tweet interesting and valuable

Be mindful of how often you tweet. There’s an important balance here.

You want to tweet often enough (1-2 times daily) to keep your account active and relevant to followers.

However, over-tweeting can make you become a nuisance account and can actually cause a drop in followers.

Experiment to find your sweet spot, and re-check with each audit.

Scheduling Tweets In Advance

Use programs like TweetDeck, Oktopost or Hootsuite can help you put out new content consistently.

Don’t re-tweet every mention you get.

A constant onslaught of tweets that take over your followers’ Twitter feeds can turn people off of your account quickly.

Are You Reaching Out To Your Followers and The Twitter Community?

80% of your tweets should focus on driving interactions with your followers, such as re-tweets, replies, and favorites.

This is especially important if your company is new to Twitter and you’re working to establish a strong following.

Tag Active Followers/Influencers In Tweets Relevant To Them

You should be mindful of who you tag and how often – always make sure you are adding value to followers, especially when tagging/ mentioning them in tweets.

How Quickly Are You Responding to Tweets, Questions and Comments From Followers?

Twitter is a social channel based around real-time interaction, and lagging in response time can frustrate your followers.

Consider Creating Twitter Lists

Ensure that you are able to capture what your most important partners, customers, and influencers are Tweeting about.

Twitter is a crowded channel, and when you are following thousands of accounts it can be hard to read everything.

A Twitter list will make it easier for you to categorize your VIPs and funnel all of their conversations into streams to make engaging with them in real-time possible.

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Julian ConnorsHow To Audit Your Social Media Strategy Pt 2: Twitter