Twitter and brands should go together like bread and butter or hands and gloves. Twitter could be the best way ever for a brand listen to and react to its customers. But sadly some brands and their social media strategy approach are missing opportunities.
|See full infographic below|
A report from 2012 is worth revisiting if brands (and those who operate Twitter accounts for them) have not seen it.
Between December 11, 2011 and February 23, 2012, Buddy Media analyzed user engagement from more than 320 Twitter handles of the world's biggest brands.
The company measured success by quantifying:
- Reply Rate: number of replies as a percentage of followers.
- Retweet Rate: number of retweets as a percentage of followers (includes manual retweets).
- Engagement Rate: a combination of the replies and retweets in the number of followers.
The result of the data analysis was the mid-2012 report "Strategies for Effective Tweeting: A Statistical Review" (the link also takes you to key findings and a "Tweet Cheat Sheet" for brands).
Some of the key findings:
- Tweet during the day: Tweets during "busy hours" (8 a.m.-7 p.m.) receive 30 percent higher engagement than Tweets posted at other times.
- Don't overdo the hashtags: Tweets with hashtags receive two times more engagement, but those using more than two hashtags actually had 17 percent less engagement.
- Keep it short: Tweets containing less than 100 characters receive 17 percent more engagement than longer tweets.