Follow 7 steps below to perform a 5-minute social media keyword audit using all raw data. For the purposes of this blog post, we’ll be using Twitter as an example, but this process can be replicated with any social media platform that provides exportable analytics. After 7 easy steps, you’ll be amazed by how much you can learn about your social media strategy and content optimization tactics through this simple process.
Step 1: Export your tweets
Using the Twitter analytics dashboard, export your tweets for your desired time frame. The easiest way to do this is to go to the “Tweets” tab in the dashboard and then indicate your time period.
Step 2: Input tweets into text analyzer
Copy and paste all of your tweet text into an online text analyzer. I personally like to use Online Utility’s Text Analyzer because it captures @ mentions and hashtags, counting them as single keywords.
Step 3: Copy keywords into new tab
The other great thing about Online Utility is that it’s very easy to copy and paste keywords into an excel document. The text analyzer will spit out groups of keywords by number of words – starting at around 4 or 5-word phrases all the way down to a single keyword. It also displays how many times the keyword was used in the analyzed text, as well as the percentage of total.
Copy your keywords into a new tab in your Excel spreadsheet. You’ll probably want to start at the 2-3 word mark if you see significant phrases that appear more than 4-5 times. Otherwise, just copy the single keywords. You don’t need to include keywords that appear less than about 4 times (depending on the time frame selected) – these won’t be significant indicators.
Also note that many of the keywords will be pronouns, prepositions, conjunctions etc. You can either delete these from your spreadsheet or just ignore as they aren’t relevant to your strategy.
Step 4: Return to Excel and sort by engagement
Return to the Excel tab with all of your Twitter data and sort by desired engagement. This can be whatever you want – Retweets, Favorites, Clicks, Impressions, Engagement Rate, etc. Then, copy the text of your “top tweets” back into the text analyzer. You can define your top tweets however you want – tweets with a certain number of engagements, the top 25%, 50%, or any other KPI. Just make sure you select enough text to make the analysis significant.
Step 5: Repeat Steps 2-3
Do the exact same thing you did for all tweets except just for the top tweets you selected. Then, copy and paste your keyword list beside the keyword list in Excel you created for all tweets.
Step 6: Analyze
What you’ve done is created two lists: one of all of the top keywords you used on Twitter in a specific time frame, and one of all of the top performing keywords in the same time frame. These lists should be situated side-by-side so you can compare and contrast.
The main thing you should be looking for is major discrepancies between the two lists. Essentially, what’s working and what isn’t. If there’s a keyword that appears much higher on one list than the other, that tells you something. If it’s high on the “top tweets” list but lower on the “all tweets” list, it’s performing well, and vice versa.
Below, I’ve highlighted the keywords that appear higher on my top tweets list than the all tweets list in green, and vice versa in red.
Step 7: Filter your tweets by keyword
Now that you have a list of keywords that perform well, and a list of keywords that don’t, you can filter your tweets by each keyword to understand the context. For example, take the keyword “tools” I highlighted above. I returned to my original Excel tab and filtered all my tweet text for only tweets that contain the keyword “tools.” Since I’ve already sorted my tweets by engagement, what I’m automatically left with is a list of tweets containing my keyword in order of performance.
After reading through these tweets, it becomes glaringly obvious that my audience enjoys tweets and content about social media tools.
Here are some additional patterns to watch for:
- Consistent use of hashtags and @mentions
- Length of tweets
- How often media and links appear in top tweets
- Calls to action
- Topics breached
- Day and time tweets were posted
- General tone (witty, passionate, academic, newsy, etc.)
All of these indicators will give you an idea of what exactly it is about your tweets and keywords that resonate with your audience. In the “tools” example it was obvious – but with other keywords it may not be as glaring.
You’ll have to consider all of the factors above to determine what it is about your keywords that perform well among your target audience. That way, you can replicate and optimize so that each month, you’ll see higher and higher engagement rates.
What did you find during your 5-minute social media keyword audit? Tell us in the comments below!