Numbers do not tell the whole story
Posted March 22, 2015on:
Tweets are fleeting and might represent a collective stream of consciousness. Anything that bobs its head several times in that stream tends to stand out.
If you are not a celebrity and something you tweeted was retweeted 66 times, you might be happy to note the agreement, endorsement, or share-ability of the idea. (By comparison, if you are a celebrity, you could tweet that you pooped and it could be retweeted thousands of times.)
However, your poopless joy should be tempered with context. Take the analytics of a recent tweet of mine.
To date, the tweet has been viewed 2,145 times, retweeted 66 times, and has an engagement rate of 3.1%. In the context of the number of views, that is a low return. In a good week, each of my tweets gets 3000-4000 views within three days. Given more views, the engagement figure is likely to drop.
That is what playing only the numbers game gets you.
Exploring the context of tweeting further, Twitter analytics do not capture modified tweets. For example, someone might tweet the URL of my tweet or tweet a variation of it.
Consider another example.
I took this screenshot in October 2014 of a popular blog entry I wrote in February of the same year. The blog entry now has 107 tweets (and an unknown number of retweets). If I focused just on the numbers, I could figure out the gain of tweets per month or the average in a year.
I would rather focus on the fact that something simple I wrote still has traction today. The WordPress dashboard tells me how the entry gets found, e.g., from Google searches or the other bloggers’ efforts.
My point: Numbers can be used to tell a story, the making of a story, or to bypass the story altogether. People who focus on playing the numbers game do not care for the story. The lowest hanging fruits are what matter to them. This is like focusing on grades instead of learning.
I prefer to get the fruit that are not within immediate reach. It takes more effort to climb, but the fruits of my labour are much sweeter. I also get a better view as a bonus. That is just my way of saying that I would rather use the numbers to tell a story even if that requires a bit more work.