Introduction 

Many organizations allocate people and/or time to maintain presence on Twitter. Here are some measurements that can be used to measure the effectiveness of those efforts, along with some tools that can help gather those numbers.

Key performance indicators 

• Audience size measures effectiveness of marketing efforts to brand a Twitter account

  Audience = Number of users following a Twitter account (metric: followers)
  

• Retweet prospect measures how much a the likelihood a user's tweet will be retweeted

  Retweet prostpect = Number tweets containing "RT @user" / Number of tweets sent by @user (metric: percent)
  

• Site Twitter appeal measures a site's appeal to people on Twitter

  Site Twitter appeal = Number of links from tweets to a site during one day 
  

Tools to gather analytics

• Twitter followers page
• BackTweets