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According to Twitter, there are over 284 million monthly active users (give or take 24 million) using the social media site. Everyone from children to celebrities and business executives are using Twitter to instantly connect with friends, colleagues, and strangers from across the globe.
A recent study released by SocialBro analyzed over 200,000 corporate tweets to find what content customers are truly responding and engaging with on Twitter, and the results may surprise you. Keep reading for five key takeaways from the study and how you can apply each statistic to your business’s social media campaign.
5 Twitter Metrics to Consider
Take a look at five key takeaways (in no particular order) to learn how you can improve your company’s Twitter campaigns:
“90% of Twitter users who engage with Twitter-based marketing campaigns will not follow the company on Twitter after the campaign interaction.”
Now you may be thinking, “Why would I implement a Twitter-based marketing campaign if nobody will follow me after?” Like SEO, a well-planned on-going social media strategy takes time. Use Twitter-based marketing campaigns to get your company noticed and on users’ screens, then hit them with a well-executed on-going Twitter strategy.
“Businesses will, on average, lose 15% of new Twitter followers within three weeks unless they make an effort to engage early.”
So you implemented a Twitter-based marketing campaign AND you retained 10 percent of your new followers (because as we learned above, 90 percent of your newly acquired followers will unfollow you)! So what does this mean? If a Twitter campaign landed your company 200 new followers, only 20 will still follow you once your campaign is over, and of those 20, three will unfollow you within three weeks unless they are actively engaging online with your company.
So what do you have to show for your Twitter campaign? Seventeen followers. Twitter is a platform where business owners and brands can interact with consumers instantly, and doing so gives your brand a personality. Remember, Twitter admitted roughly 8.5 percent of its active monthly users—or roughly 24 million—are bots. Don’t be a bot, establish a personality for your brand and engage with users to go above and beyond your competitors in your next social media campaign.
“Tweets from businesses that contain images are 34% more likely to get retweeted than tweets from businesses with no image at all.”
If you’re not incorporating photos in your Twitter campaigns, then your company is missing out on exposure and potential user engagement. According to SocialBro, tweets from businesses that contain images are 34 percent more likely to be retweeted than tweets without an image. With advanced online tools like Twitter Cards, business owners can easily select and upload a photo to include in a tweet, resulting in more retweets and exposure.
“Twitter direct message campaigns get on average a 300% higher click rate than one-off email campaigns.”
This was perhaps the most surprising statistic from SocialBro’s study. Personally, if I see a direct message from an unknown company in my inbox, I either instantly delete it or ignore it without ever opening it. Similarly, one-off email campaigns are corporate email blasts sent to hundreds or even thousands of users advertising a company’s products or services. Many times, these emails are flagged as spam and never make it to a user’s inbox.
But, numbers don’t lie! Twitter direct message campaigns see a 300 percent higher click rate than one-off email campaigns. Depending on how many followers you have, it may be worthwhile to engage in an aggressive direct message campaign than a one-off email campaign.
“Tweets from businesses with a URL placed in the middle of the tweet are 26% more likely to get retweeted than those with a URL placed at the beginning or end of the tweet.”
Another surprising statistic, studies show a business’s tweet is 26 percent more likely to be retweeted if a URL is placed in the middle of the tweet than those with a URL placed at the beginning or end. When using Twitter to promote products and services, particularly in the home services industry, find a natural way to work a URL into the middle of the tweet, rather than the beginning or end. For example:
Blue Corona Now Offers Social Media Campaigns
We want to take your business to the next level in 2015. Blue Corona now offers social media marketing campaigns to supplement your online marketing. We focus on brand monitoring, reputation management, local discovery, user engagement, and more! Complete the form below to get a FREE social media analysis from Blue Corona, or contact us using the contact form on the right!
About The Author: Brandon works in Blue Corona's small business division, Rank First Local. Outside of SEO and analytics, Brandon’s interests include NBA and college basketball, tweeting, and playing with his dogs, Jax and Kona. Twitter: @doylestweet
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