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Twitter data visualisation.

Here you will find charts and graphs of the data gathered from our Twitter campaign for Climate Security. Our main focus in this campaign was to drive users to the Climate Security website. Keeping this in mind we analysed drivers of high URL clicks per Twitter post to visualise the components of a successful tweet in terms of URL clicks and engagement.

Correlation between impressions and engagement on URL clicks and likes.

Here you will see the correlation between impressions and their impact on engagement, URL clicks and likes across the three Twitter accounts used in our social campaign. It shows that engagement is highly correlated with high impressions and URL clicks and likes are somewhat correlated.

How does high engagement affect URL clicks per tweet?

Shown above is a graph depicting the positive correlation between average tweet engagement and URL clicks on each post. It shows us that tweets with high engagement usually result in a larger number of URL clicks.

Influence of media type on tweet engagement/URL clicks.

The above table shows how media type affects the rate of engagement and URL clicks per post across the three Twitter accounts. We can see here that on all accounts tweets accompanied by videos achieved higher overall URL clicks.

Influence of day of the week on URL clicks.

The table shown above visualises the average URL clicks per tweet by the day they were posted. Across all three Twitter accounts it is clear that tweets posted later in the week were significantly more successful in terms of URL clicks. Monday is by far the least productive day to post.

Influence of time of day on URL clicks.

This table shows us the success of URL clicks by the time of posting across the three Twitter accounts. In our analysis we grouped time of day into five categories - Morning, Lunch, Afternoon, Evening and Night. Although the data in this area is less clear the overall consensus is that posts in the evening and night time were most effective in terms of URL clicks.