Most businesses tweet on the wrong days too often, they don’t use enough hashtags and follow other practices that usually lead to retweets according to a new report looking at how business marketers use Twitter from Buddy Media.
The social media marketing company took a look at 320 Twitter accounts from some of the world’s biggest brands from December 11, 2011 to February 23, 2012. What they discovered: the engagement rates on Twitter for brands are 17% higher on the weekend as opposed to weekdays, but most brands aren’t taking advantage of this trend and, on average, only 19% of the brands sent out tweets over the weekend. So if a brand was to evenly distribute its tweets throughout the week, then 28.6% of those tweets should occur on the weekends.
For certain industries, tweet activity would be a bit different on weekdays and weekends. For example, fashion brands see 30% higher engagement on the weekends and you have publishers that have 29% higher engagement on Saturdays, probably because people have more time to really catch up and read as opposed to the rush of a weekday. But the study showed that only 7% of tweets happen on Saturdays for publishers.
Some other facts from the report are that tweets with hashtags are twice as likely to have engagement, but only 24% of the tweets in the report used the tags. Another finding is that tweets with three or more hashtags see a 17% drop in engagement with people. Also tweets with pictures see twice as much activity because it requires users to do a task and click the picture link.
The lesson? Study your consumer base and know when they are on Twitter to get the proper interactions you’re looking for.
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