August 8, 2012

Tips for Tweeters

Filed under: Digital Media — Giorgio Varlaro @ 4:40 pm

Supplied via Google Images

If you’re looking to improve your communication with consumers via Twitter, Buddy Media might be the place to look. Buddy Media, a social enterprise marketing suite, recently did a study to see what times of the week were optimal for social media consumption. The report, Strategies for Effective Tweeting: A Statistical Review, looked at user engagement for three months (December 11, 2011 to February 23, 2012). More specifically, success was deemed by the number of retweets, @replies and followers.

Using the top 320 brands on Twitter as participants in the study, Buddy Media concluded on 11 ways to improve your reach:

1.) Tweet on the Weekends

  • Twitter engagement rates for brands are 17 percent higher on Saturday and Sunday versus weekdays, but brands don’t leverage this trend. Only 19 percent of all brand tweets are published on weekends even though engagement is highest on these days. Tweets on Wednesdays and Thursdays are wasted because that’s when engagement is the lowest.

2.) Best Days to Tweet by Industry

  • Clothing and Fashion: Tweet on the Weekends
  1. Engagement for clothing and fashion brands are 30 percent higher on weekends, but only 12 percent of the industry’s tweets are posted on Saturday and Sunday. Followers typically have more time for shopping on weekends, so this is when to communicate with them. Thursday produces the lowest engagement.
  • Entertainment: Tweet on Sunday and Monday
  1. Tweets published by entertainment brands on Sunday and Monday receive 23 percent more engagement than average, while Thursday receives the lowest.
  • Publishing: Tweet on Saturday
  1. Publishers (bloggers included), are missing a big opportunity to engage with followers on Saturdays when they’re catching up on news and current events. Engagement on Saturday is 29 percent higher than average, yet only seven percent of publishing brands tweet on that day.
  • Sports: Tweet during the Big Game
  1. People are far more likely to engage with sports brands on Twitter during the weekend, which is no big surprise. Engagement rates are 52 percent higher on Saturday and Sunday than on weekdays, with Monday coming in third. Only nine percent of sports brands tweet on Saturday, so they’re missing an opportunity.

3.) Tweet while Users are Busy

  • Tweets sent during busy hours (8 a.m. to 7 p.m.) receive 30 percent more engagement than tweets posted at other times (8 p.m. to 7 a.m.), including Saturday and Sunday. 64 percent of brands tweet during busy hours and take advantage of this trend.

4.) Use Different Social Networks

  • While Tweets during busy hours receive significantly more engagement, Facebook posts show the inverse results. Posts during non-busy hours receive 17 percent more engagement on Facebook than those posted during busy hours. Facebook posts can remain at the top of a user’s news feed even if they’re published while the user isn’t on Facebook.

5.) Learn to Pace your Tweets

  • Plan your tweet schedule according to the days your tweets perform best. But don’t overdo it! There’s an inverse relationship between tweet frequency and engagement, so the more you tweet per day, the less engaging your tweets may become.

6.) Keep Tweets Short

  • Tweets that contain fewer than 100 characters receive 17 percent higher engagement than longer tweets.

7.) Use Links to Drive Clicks and Retweets

  • Links with short, tempting descriptions entice followers. Tweets that include links are retweeted 86 percent more than tweets with no links.

8.) Links Must Work

  • 92 percent of all linking errors are caused by not inserting a space before the actual link, which forces users to copy and paste the link into a browser.

9.) Don’t overdo it with Hashtags

  • Hashtags are a Twitter staple and a popular way to identify themes or topics in a tweet. Tweets with hashtags receive twice the engagement of those without hashtags, but only 24 percent of tweets contain them. It’s possible to overuse hashtags however and many brands do. Tweets with one or two hashtags have 21 percent more engagement than those with three or more, which yield a 17 percent drop.

10.) Tweet Images

  • Even though followers can’t see an image instantly on Twitter as they can on Facebook, regular publishing of images has a pronounced impact on Twitter performance. Tweets with image links have engagement rates 200 percent higher than those without.

11.) Ask for Retweets

  • Don’t be afraid to ask people to retweet your posts, it can make a difference. Tweets that specifically ask followers to “retweet” or “RT” are retweeted 12 times more than those that do not, but fewer than 1 percent of brands actually implement this.

Using social media to improve a brands image is something all companies still do not understand. Due to this, opportunities to engage consumers are being missed. With time, businesses will find better data, thus improve current branding initiatives.



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