View the behaviour over time of the new followers of an owned account or third-party source account with the Follower Retention/Churn report. Identify new followers and see how many remain a part of the community (retention), unfollow (churn) or interact (engagement).
Using annotations you can view the evolution of a community over a specific period. The follower retention report goes further and monitors the new followers and offers insights into these users, their behaviour and engagement level.
1. Select Followers Retention/Churn from the analytics drop-down menu on the top menu bar.
2. The report may take a short time to generate.
The two columns on the left of the report display the period and the number of followers you gained during that period.
Choose one of the three tabs to view the retention, churn or engagement variations for that period with respect to the initial number of followers gained.
- Retention – The followers you have retained.
- Churn – The followers you have lost, i.e. those that have unfollowed you since the initial follow.
- Engagement – The followers that have interacted with you in the form of replies, Retweets, mentions and likes.
Use the view drop-down menu in the top left to view the variation as either the number of the followers or as a percentage value.
Use the show drop-down menus in the bottom right to modify the number (range: 1 to 12) and type of time periods (weeks or months) on the report. Click run report to apply the changes and generate the report.
Mouseover each individual cell to see a summary of the data for that period and click the cell to browse those specific users on the community wall and and carry out typical community management actions.
If you highlighted a particular period with an annotation this annotation will appear in the report as a small paper icon to the left of the period. For more info about the campaign mouseover the icon.
The engagement tab is only available for owned accounts. If the report analyses a third-party source account then you will only see the retention and churn tabs.
If you receive a large number of new followers during a period and relatively few of these new followers engage with you (there is no obligation to engage after a follow) the percentage value returned in the individual boxes of the engagement tab may be zero as this percentage is rounded to the nearest integer. However, zero percent doesn’t necessarily mean zero engagement.