Tweet, Tweet…

Back in April, a Twitter monitoring service informed me that I’d been on Twitter for 5 years. I checked, it’s true, and I think it makes me one of the early adopters of the platform. And yet, in 5+ years, I’ve never wondered whether I am doing Twitter right. My excuse is that most of my twittering was on my account, sharing thoughts and posts and resources that struck me as interesting. But I did use it for corporate purposes as well, under other handles, and while careful to post convincing, clear, well written, engaging tweets, I didn’t really consider when it is best to post.

Social media marketing firm Buddy Media did.

And they released a report on the matter. True, as most reports on social media tend to do, it looks mostly at the US market, but some insights are transferable to the Romanian market, or so my instinct tells me.

Brace yourselves for the first: While Twitter is about engagement, it is NOT about conversation. Less than 22% of users reply to brand messages, but they will frequently retweet, and therefore amplify the brand message.

Engagement levels vary by the days of the week, with different industries driving more engagement on different days. My current industry, publishing, would do well to tweet on Saturdays, the report says, and so would fashion and shopping, whose key interval is the weekend.

Tweets are better received when users are busy. This makes (common) sense, as quick bites of info are more suitable for office hours than leisurely posts, while people desire more substance when they have more time to consume it (and therefore would find tweets rather scarce in information or entertainment value).

Links = more retweets. ‘Nuff said.

#hashtags are underused (by only 24% of brands), which is a pity cause they deliver twice as much engagement.

A picture is worth… many more retweets.

Ask, and ye shall receive. Retweets, that is. And I am thinking that if retweets would also be rewarded somehow (while being wary of an outright bribe), the ask would be more successful.

Now let me go tweet this.


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Filed under Marketing, Social Media

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