It would be great to get a KPI on how many social impressions a hashtag has produced on Twitter, wouldn’t it?
While this is not a native metric in Twitter, there’s a way to calculate this. We can simply use the number of tweets using a hashtag and multiply it by the number of followers.
Number of tweets using a hashtag X number of followers = Number of Twitter impressions
Thus, if I tweet the hashtag #dashthis and I have 10 followers, the number of impressions would be 10.
Another example: if two people tweet #dashthis and they respectively have 100 and 500 followers then the number of Twitter impressions would be 600.
Of course, this is the maximum theoretical number or impressions when every follower has seen the hashtag in question. This might not be the case every time. However, this gives a great indication of the potential reach of a hashtag.
How can you create a KPI to get Twitter impressions for a hashtag?
Using the custom widget, you’ll find a new metric called “Twitter Impressions”.
Please note that when using the metrics Twitter Impressions, Users and/or Tweets, as well as the dimension User, it is necessary to filter your data by #hashtag. Twitter’s API imposes this limitation because otherwise there would be far too much data for the system to search through. Due to these limitations though, the #hashtag filter will cause the system to pull data from every existing tweet with the filtered #hashtag, not only those from your own account.
* Please note that we don’t have access to the historical data for this particular metric. When you create a widget with the Twitter Impression metric, we import the number at present time, but we do not have access to the past. We build the history (store the numbers on our side) as time goes by, for a given widget.