Now that you‘ve integrated Twitter into different elements of your business, it‘s important to analyze its effectiveness. We recommend tracking the following metrics to measure the success of your participation on Twitter.

1. Reach: Total number of followers. This number is your raw distribution power.

2. Response Rate: Average number of @replies per tweet. When you sent out a link or a question, how many people responded?

3. Branding and Awareness: How often people reference your company or products. Use Twitter Search to track this.

4. Tweet Grade: The overall effectiveness of your Twitter account. Calculates the number of followers and the influence of their followers. (http://Tweet.Grader.com)

5. Sales Funnel: Number of visitors from Twitter who visit your company website/blog and convert into leads and customers. By using the data you gather from tracking these metrics over time, you should be able to make smarter decisions about how to further utilize Twitter in your campaigns.

6. Using the aforementioned Twitter Search tool (http://search.twitter.com), you can search and track what people are tweeting about your company, products, competitors, or any other news or trends in your industry. Set up an RSS feed to receive all search results in Google Reader. If you find someone tweeting about your products or a person who is looking for a solution that your product provides, let them know!