On Wednesday, Twitter made itself less opaque and a little more understandable when it invited all its users to log into its analytics dashboard and get a detailed breakdown of who had been following them and reading their tweets.
I’ve had access to that feature for a while–I don’t know why, since my unverified account and unwillingness to buy Twitter ads left me outside of the two groups who were supposed to have access to it–but seeing this in the news got me to take a fresh look at my stats.
(To inspect yours, visit analytics.twitter.com when you’re logged in.)
It also led me to compare this data to the information Facebook provides about users who like my public page there. (People who only have personal profiles get no such report, one of the things I don’t like about Facebook.) Here’s what Twitter’s analytics and Facebook’s Page Insights tell me about my audiences at each social network.
Both are overwhelmingly male. Of my 14,088 Twitter followers, 74 percent are male; for the 2,472 people who like my Facebook page, that figure is 70 percent (while Facebook as a whole is 54 percent male). I don’t know why that is, and I’m not happy about it either. (9/1/14, 12:51 p.m.: If you were wondering how Twitter could determine its users’ gender when it doesn’t ask for that data point, see my friend Glenn Fleishman’s explainer at Boing Boing.)
Facebook seems more globally distributed. The top five cities for Twitter followers are all in the U.S. (Washington, New York, San Francisco, Los Angeles, Philadelphia), while at Facebook Cairo is in second place after D.C. India is the most popular country after the U.S. on both networks, but citizens of the world’s largest democracy constitute a larger share, about 4.5 percent, of my Facebook audience. Among those U.S. readers, Twitter says California is the most popular state for them while Facebook doesn’t show me state-level data.
Twitter followers are not quite as easy to attract than Facebook fans. From Aug. 3, 2012 to the present, my Facebook page went from 1,798 likes to 2,473, a 37.5 percent increase. From Aug. 1, 2012 to today, my Twitter follower count went from 10,376 to 14,088, a 35.8 percent increase. I didn’t expect that; on Twitter, your poor taste in technology columnists doesn’t get broadcast to your friends the way it does on Facebook.
Tweets can go unread just as easily as Facebook posts, maybe even more so. Over the last week, my most-read tweet was an item about Comcast reviving the hyperlocal news site EveryBlock that netted 4,514 impressions, or less than half of my follower count. At Facebook, my share of a Facebook blog post about clickbait headlines topped the list by reaching 1,783 users, almost three fourths of my page’s fan base.
Neither gives me an ethnic or racial breakdown. So I can only hope that those figures aren’t as unbalanced as the gender split of my social-media audience.
Twitter says you’re here for tech news. Twitter’s analytics include a list of the top 10 interests of your followers; “Technology” and “Tech news” top that list, each with a 79 percent share of my audience. (“Comedy [Movies and television]” appeals to 30 percent of my followers, so maybe I should quote from “Dr. Strangelove” more often.) Facebook doesn’t provide me with this category of insight.
Facebook says you’re probably older than 24. The 18-24 demographic is the largest slice of the Facebook population, but not on my page: men in that age bracket make up 17.9 percent of all of Facebook, but 10.2 percent of my page’s likes. For 18-24 women, the numbers are 14.4 percent and 2.27 percent. Instead, I’m doing best among women and men from 25 to 44. Twitter can’t display this kind of detail, since it doesn’t ask for birthdays.
Not all of this data may be true. Unsaid on either site’s analytics pages: Many users of each choose to provide incorrect data for reasons of privacy or creativity. And even if most of this self-reported information is correct, some of the sample sizes of subsets of my audiences are too small for my conclusions to stand up.