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Strategies for
Effective Tweeting:
A Statistical Review




                        DATA
                       REPORT
Introduction			              					3

	Methodology 								4

	   Weekends Are Good for Relaxing and Tweeting			5

	   Best Days to Tweet By Industry		              			6

	   When Followers Are Busy…Give Them Tweets			                                              8

	   Use Different Social Networks for an
	   “Always On” Conversation						9

	   Hit the “Tweet Spot” 							10

	   Tweets Perform Best When Kept Short 				                                                 11

	   Links Drive More Than Just Clicks		           			12

	   Engagement Dies When Links Don’t Work	                     		13

	   Use Hashtags and Watch Engagement Rise			                                                14

	   Don’t Overuse Hashtags			                     			15

	   An Image is Worth Many, Many Retweets and Replies		                                      16

	   Ask Followers to Retweet and They Will Listen			                                         17

	   Spell it Out: R-E-T-W-E-E-T						18

	   Conclusion								19

	   Take Away: Tweet Cheat Sheet					




                                          www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   2
Introduction
      Several years ago, words like Twitter, Tweet (    ),
      hashtag ( ) and Retweet (      ) were part of a
      vocabulary limited to early adopters in social
      media. Today, it’s hard to watch television, look
      at an advertisement or walk down the street
      without seeing a prompt to Tweet or use a
      particular hashtag.
      With a social network that has 140 million active users1 producing 340 million Tweets per
      day, Twitter has firmly established itself as a key player in the social space, and brands agree.
      According to research by Buddy Media and global research firm Booz and Co.2, 77% of marketers
      listed Twitter as one of their top three priority social platforms.

      Our research reveals that Twitter is particularly powerful at driving “amplification” for brand
      messages. In fact, 78% of user engagement with a brand’s Tweets is in the form of Retweets,
      while replies, which form the basis for “conversation,” make up only 22% of engagement. Twitter
      drives a lot of traffic elsewhere on the web, too, as users can also take action on Tweets by
      clicking links. According to Buddy Media data, link clicks account for 92% of all user interaction
      with Tweets. That’s a lot of clicks.

      As with any social network, it is not enough to simply publish content and hope for the best.
      Instead, you need to know when to Tweet, what to Tweet and how often to Tweet. That’s why
      Buddy Media conducted an in-depth study to provide guidance on these topics and more.
      The result is our latest research report, “Strategies for Effective Tweeting: A Statistical Review.”
      The report is a companion to our Facebook data report, “Strategies for Effective Wall Posts: A
      Statistical Review.”3




      1	      http://blog.twitter.com/2012/03/twitter-turns-six.html
      2	      http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
      3	      http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html




                                                                                        www.buddymedia.com     © 2012 Buddy Media, Inc. Proprietary and Confidential   3
Methodology
     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.
     Three primary success metrics were reviewed in relation to Tweets:

        •	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 factoring in the
          number of followers

     All analysis in reference to Tweet timing and scheduling is based on Eastern Standard Time (EST).
     KEY




                     =TWEET               =RETWEET                      =REPLY                          =HASHTAG




                                                          www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   4
Weekends Are Good for Relaxing
and Tweeting
     Twitter engagement rates for brands are 17% higher
     on Saturday and Sunday compared to weekdays,
     but brands don’t take advantage of this trend.
     In fact, only 19% of all brand Tweets are published on weekends even though engagement is highest
     on these days. Brands are wasting time posting on Wednesdays and Thursdays when engagement
     is the lowest. Scheduling content when it is most likely to get engagement is key. Brands should
     leverage the scheduling functionality of social publishing tools, like ConversationBuddy™, so they
     can Tweet on weekends even if no one is in the office.




                                                                                  When brands should be Tweeting
                                                                   KEY




                                                                                  % of Brand Tweets
                                                                                  When brands are Tweeting




                                                           www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   5
Best Days to Tweet by Industry
      Clothing and Fashion: Weekend Rules
      Though engagement for clothing and fashion brands is highest on the weekend, only 12% of
      Tweets for the industry occur on Saturday and Sunday. In fact, the weekend produces 30% higher
      engagement rates than average for this industry, while Thursday produces the lowest engagement.
      This may be because followers interact more with these brands when they have time for leisure and shopping.




      Entertainment: Sunday and Monday Are Key Days
      Compared to the rest of the week, Tweets published by entertainment brands on Sunday and
      Monday receive 23% more engagement than average, while Thursday receives the lowest
      engagement. Followers may be more engaged with entertainment brands on these days as they
      try to prepare for the upcoming week in terms of movies, concerts and other events.




                                                                 www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   6
Publishing: Tweet Away on Saturday
Publishers are missing a major opportunity to engage with followers on Saturdays.
Engagement on Saturday is 29% higher than average, which indicates
followers are using their Saturdays to catch up on news and
current events. Yet, only 7% of brand Tweets occur on this day.
Publishing brands should Tweet on Saturday to get the
most engagement.




Sports: Tweet on Weekend, When Big Games Are On
Not surprisingly, people are far more likely to engage with sports brands on Twitter during the
weekend. In fact, the engagement rate is 52% higher on Saturday and Sunday than during the week.
Monday sees the third-highest engagement behind the weekend days. This reflects the fact that most
major sporting events are held on the weekends, with active discussions occurring on Monday as
people digest weekend sports recaps. However, only 9% of brand Tweets are published on Saturday,
which means brands are missing an opportunity to create additional content to drive engagement.




                                                      www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   7
When Followers Are Busy…
Give Them Tweets
     When brands Tweet during “busy hours” (8 AM -
     7 PM), they receive 30% higher engagement than
     Tweets that fall during “non-busy hours”
     (8 PM - 7 AM).
     This even includes Tweets published on Saturday and Sunday. Twitter is the source for real-time
     brand news, and followers use this social network to be the first in the know. Fortunately, 64% of
     brands are already Tweeting during “busy hours” and capitalizing on this trend.




                              RETWEET




                8 AM - 7 PM                                                        8 PM - 7 AM
               “BUSY HOURS”                                           “NON-BUSY HOURS”




                                                              www.buddymedia.com    © 2012 Buddy Media, Inc. Proprietary and Confidential   8
Use Different Social Networks for an
“Always On” Conversation
      While Tweets during “busy hours” receive
      significantly more engagement, Facebook posts
      show the reverse trend.
      In fact, posts during “non-busy hours” receive 17% higher engagement on Facebook than those
      posted during “busy hours.”41 This is because Facebook posts can remain at the top of a user’s
      News Feed based on their EdgeRank scores, even if posted while the user is not on Facebook. With
      Twitter, Tweets are quickly pushed out of sight by newer Tweets due to the sheer volume of Twitter
      activity, making them harder to find when they occur outside of “busy hours.”




                                       “Busy Hours” (8 AM - 7 PM)                              “Non-Busy Hours” (8 PM - 7 AM)




      4	      http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html




                                                                                         www.buddymedia.com     © 2012 Buddy Media, Inc. Proprietary and Confidential   9
Hit the “Tweet Spot”
      While most followers embrace a healthy amount of brand Tweets, it’s important to figure out how
      to pace your Tweets throughout the day.


      Plan your Tweet schedule according to the days your
      Tweets perform best, and Tweet more frequently on
      those particular days.
       Don’t overdo it though – there’s an inverse relationship between daily Tweet frequency and
       engagement. So the more you Tweet per day, the less engaging your Tweets may become.




                        TWEET SPOT




                                                   Number of Tweets Per Day




                                                             www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   10
Tweets Perform Best When Kept Short
      Frustrated with only 140 characters? You actually get better engagement if you use even less!


      In fact, Tweets that contain less than 100 characters
      receive 17% higher engagement than longer Tweets.
      Plus, leaving a little room in a Tweet allows followers to insert their own text before your content.




                                                                 www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   11
Links Drive More Than Just Clicks
      One of the greatest strengths of Twitter is its ability to drive traffic elsewhere on the web. A link with
      a short, enticing description can often prove irresistible for followers to click.


      While there’s an almost even split between Tweets that
      contain a link and those that do not, Tweets that contain
      links receive 86% higher Retweet rates than Tweets with
      no links.
      So, Tweets with links not only drive a lot of traffic to
      desired destinations, but they also amplify your
      brand messages to more than just
      your followers.




                                                                 www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   12
Engagement Dies When Links
Don’t Work
      We’ve all seen it before: a Tweet pops up with a link that you really want to click, but you can’t
      click the link. Though the extra effort required to paste it into the browser is not significant, it may
      be enough to take you elsewhere on the web. This is often the result of a simple formatting error
      in the Tweet.

      In fact, 92% of all linking errors can be attributed to not
      inserting a space before the actual link, thus forcing
      users to copy and paste the link into a browser.
      In ConversationBuddy™, spaces are automatically inserted before every link to ensure they are
      always clickable.




      Check out our site... http://buddymedia.com/




      Check out our site...http://buddymedia.com/




      Check out our site: http://buddymedia.com/



                                                                 www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   13

      Check out our site-http://buddymedia.com/
Use Hashtags and Watch
Engagement Rise
     The #hashtag is a staple of Twitter, and even made
     its way into the Oxford Dictionary5 several years
     ago. Used as a popular way to identify themes
     or topics within a Tweet, the hashtag can also
     increase engagement for brand Tweets.


     In fact, Tweets
     with hashtags
     receive two times
     more engagement
     than those
     without hashtags.
     Still, only 24% of Tweets contain
     hashtags, meaning many brands
     are missing out on another huge
     opportunity to increase
     engagement.




     1




     5	      http://oxforddictionaries.com/definition/hashtag	




                                                                 www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   14
Don’t Overuse Hashtags
     Even though hashtags
     increase engagement,
     it is possible to
     overuse them.
     Limit hashtags to one or two per Tweet.
     Our data shows that Tweets with one
     or two hashtags have 21% higher
     engagement than those with three or
     more hashtags. Tweets that use more
     than two hashtags actually show a
     17% drop in engagement.




                                               www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   15
An Image is Worth Many, Many
Retweets and Replies
     Even though followers can’t instantly see an image on
     Twitter (like on Facebook), regular publishing of images
     still has a profound impact on Twitter performance.
     In fact, Tweets with image links (such as pic.twitter.com, yfrog.com,
     instagr.am and twitpic.com) have engagement rates two times
     higher than Tweets without image links.




                                                             www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   16
Ask Followers to Retweet and
They Will Listen
     Sometimes, it’s simply not enough to produce great content in Tweets. Go the extra step and ask
     people to Retweet. It can make all the difference!


     In fact, Tweets that specifically ask followers to
     “Retweet” or “RT” receive 12 times higher Retweet
     rates than those that do not use this call to action.
     Despite evidence that supports using this clear
     call to action, less than 1% of brands actually
     implement this amplification strategy.
     Asking followers to Retweet is an easy
     and extremely effective way to get
     ahead of your competitors!




                     “RT”                                           “RT”
                  “Retweet”                                      “Retweet”




                                                          www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   17
Spell it Out: R-E-T-W-E-E-T
     Giving followers any type of “Retweet” call to action is extremely beneficial to amplifying your Tweets.


     Data reveals that when followers are specifically asked
     to “Retweet” (by spelling out the whole word), the
     Retweet rate is 23 times higher than average!
     Compare this to a Retweet rate of only 10 times higher when followers are asked to
     “RT” (shortened).




                AVERAGE                                                                                                                            “RT




               “RT”                                                  “RETWEET”




                                                                 www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   18
Conclusion
     Twitter is a great way for brands to quickly and easily engage in two-way communication with
     a massive global audience. As more and more people use the social network, it is critical to
     understand the best practices for engaging with followers on Twitter.

     While each brand has its own strategy, these best practices offer proven tactics to effectively
     communicate on Twitter.


     Use these best practices as a basis to begin finding
     your voice on Twitter, and then further tweak to optimize
     Tweets based on how your followers respond.
        •	Tweet on the days that are best for your industry (which are often weekends). Leverage
          the scheduling functionality of tools like ConversationBuddy™ to automatically publish
          planned Tweets.

        •	Use both Facebook and Twitter to create an “always on” conversation. Engage with followers
          on Twitter during “busy hours” (7 AM - 8 PM), but post to Facebook fans during “non-busy
          hours” (8 PM - 7 AM).

        •	Tweet four times per day or less.

        •	Use less than 100 characters per Tweet.

        •	Add links to Tweets to drive higher Retweet rates.

        •	Ensure links are clickable by placing a space before the URL.

        •	Include hashtags in Tweets, but don’t use more than two per Tweet.

        •	Use images to drive the highest engagement.

        •	Use a “Retweet” or “RT” call to action to prompt followers to Retweet. Spell out “Retweet”
          to get the highest engagement.

     We hope this data is helpful for you as you continue to maximize your presence on Twitter.

     Did you find this report helpful? Tweet this report and recommend it to your followers!




                                                             www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   19
Have questions or comments?
Contact us at inquiries@buddymedia.com, or follow us on:


              twitter.com/buddymedia


              buddymedia.com

              facebook.com/buddymedia

              linkedin.com/company/buddy-media

              +Buddy Media

              youtube.com/buddymedia




                                                   www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential   20
Strategies for
Effective Tweeting:
A Statistical Review


Tweet Cheat Sheet
                                     Tweet on the days that are best for your industry (which are often
                                     weekends). Leverage the scheduling functionality of tools like
                                     ConversationBuddy™ to automatically publish planned Tweets.



                                     Use both Facebook and Twitter to create an “always on” conversation.
                                     Engage with followers on Twitter during “busy hours” (7 AM - 8 PM),
                                     but post to Facebook fans during “non-busy hours” (8 PM - 7 AM).



                                     Tweet four times per day or less.



                                     Use less than 100 characters per Tweet.



                                     Add links to Tweets to drive higher Retweet rates.



                                     Ensure links are clickable by placing a space before the URL.



                                     Include hashtags in Tweets, but don’t use more than two per Tweet.



                                     Use images to drive the highest engagement.



                                     Use a “Retweet” or “RT” call to action to prompt followers to Retweet,
                                     spelling out “Retweet” to get the highest engagement.




                       Download the full report: http://bddy.me/EffectiveTweeting




                                                                         www.buddymedia.com   © 2012 Buddy Media, Inc. Proprietary and Confidential

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Strategies for Effective Tweeting: A Statistical Review

  • 1. Strategies for Effective Tweeting: A Statistical Review DATA REPORT
  • 2. Introduction   3 Methodology  4 Weekends Are Good for Relaxing and Tweeting 5 Best Days to Tweet By Industry 6 When Followers Are Busy…Give Them Tweets 8 Use Different Social Networks for an “Always On” Conversation 9 Hit the “Tweet Spot” 10 Tweets Perform Best When Kept Short 11 Links Drive More Than Just Clicks 12 Engagement Dies When Links Don’t Work 13 Use Hashtags and Watch Engagement Rise 14 Don’t Overuse Hashtags 15 An Image is Worth Many, Many Retweets and Replies 16 Ask Followers to Retweet and They Will Listen 17 Spell it Out: R-E-T-W-E-E-T 18 Conclusion 19 Take Away: Tweet Cheat Sheet www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 2
  • 3. Introduction Several years ago, words like Twitter, Tweet ( ), hashtag ( ) and Retweet ( ) were part of a vocabulary limited to early adopters in social media. Today, it’s hard to watch television, look at an advertisement or walk down the street without seeing a prompt to Tweet or use a particular hashtag. With a social network that has 140 million active users1 producing 340 million Tweets per day, Twitter has firmly established itself as a key player in the social space, and brands agree. According to research by Buddy Media and global research firm Booz and Co.2, 77% of marketers listed Twitter as one of their top three priority social platforms. Our research reveals that Twitter is particularly powerful at driving “amplification” for brand messages. In fact, 78% of user engagement with a brand’s Tweets is in the form of Retweets, while replies, which form the basis for “conversation,” make up only 22% of engagement. Twitter drives a lot of traffic elsewhere on the web, too, as users can also take action on Tweets by clicking links. According to Buddy Media data, link clicks account for 92% of all user interaction with Tweets. That’s a lot of clicks. As with any social network, it is not enough to simply publish content and hope for the best. Instead, you need to know when to Tweet, what to Tweet and how often to Tweet. That’s why Buddy Media conducted an in-depth study to provide guidance on these topics and more. The result is our latest research report, “Strategies for Effective Tweeting: A Statistical Review.” The report is a companion to our Facebook data report, “Strategies for Effective Wall Posts: A Statistical Review.”3 1 http://blog.twitter.com/2012/03/twitter-turns-six.html 2 http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf 3 http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 3
  • 4. Methodology 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. Three primary success metrics were reviewed in relation to Tweets: • 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 factoring in the number of followers All analysis in reference to Tweet timing and scheduling is based on Eastern Standard Time (EST). KEY =TWEET =RETWEET =REPLY =HASHTAG www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 4
  • 5. Weekends Are Good for Relaxing and Tweeting Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays, but brands don’t take advantage of this trend. In fact, only 19% of all brand Tweets are published on weekends even though engagement is highest on these days. Brands are wasting time posting on Wednesdays and Thursdays when engagement is the lowest. Scheduling content when it is most likely to get engagement is key. Brands should leverage the scheduling functionality of social publishing tools, like ConversationBuddy™, so they can Tweet on weekends even if no one is in the office. When brands should be Tweeting KEY % of Brand Tweets When brands are Tweeting www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 5
  • 6. Best Days to Tweet by Industry Clothing and Fashion: Weekend Rules Though engagement for clothing and fashion brands is highest on the weekend, only 12% of Tweets for the industry occur on Saturday and Sunday. In fact, the weekend produces 30% higher engagement rates than average for this industry, while Thursday produces the lowest engagement. This may be because followers interact more with these brands when they have time for leisure and shopping. Entertainment: Sunday and Monday Are Key Days Compared to the rest of the week, Tweets published by entertainment brands on Sunday and Monday receive 23% more engagement than average, while Thursday receives the lowest engagement. Followers may be more engaged with entertainment brands on these days as they try to prepare for the upcoming week in terms of movies, concerts and other events. www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 6
  • 7. Publishing: Tweet Away on Saturday Publishers are missing a major opportunity to engage with followers on Saturdays. Engagement on Saturday is 29% higher than average, which indicates followers are using their Saturdays to catch up on news and current events. Yet, only 7% of brand Tweets occur on this day. Publishing brands should Tweet on Saturday to get the most engagement. Sports: Tweet on Weekend, When Big Games Are On Not surprisingly, people are far more likely to engage with sports brands on Twitter during the weekend. In fact, the engagement rate is 52% higher on Saturday and Sunday than during the week. Monday sees the third-highest engagement behind the weekend days. This reflects the fact that most major sporting events are held on the weekends, with active discussions occurring on Monday as people digest weekend sports recaps. However, only 9% of brand Tweets are published on Saturday, which means brands are missing an opportunity to create additional content to drive engagement. www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 7
  • 8. When Followers Are Busy… Give Them Tweets When brands Tweet during “busy hours” (8 AM - 7 PM), they receive 30% higher engagement than Tweets that fall during “non-busy hours” (8 PM - 7 AM). This even includes Tweets published on Saturday and Sunday. Twitter is the source for real-time brand news, and followers use this social network to be the first in the know. Fortunately, 64% of brands are already Tweeting during “busy hours” and capitalizing on this trend. RETWEET 8 AM - 7 PM 8 PM - 7 AM “BUSY HOURS” “NON-BUSY HOURS” www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 8
  • 9. Use Different Social Networks for an “Always On” Conversation While Tweets during “busy hours” receive significantly more engagement, Facebook posts show the reverse trend. In fact, posts during “non-busy hours” receive 17% higher engagement on Facebook than those posted during “busy hours.”41 This is because Facebook posts can remain at the top of a user’s News Feed based on their EdgeRank scores, even if posted while the user is not on Facebook. With Twitter, Tweets are quickly pushed out of sight by newer Tweets due to the sheer volume of Twitter activity, making them harder to find when they occur outside of “busy hours.” “Busy Hours” (8 AM - 7 PM) “Non-Busy Hours” (8 PM - 7 AM) 4 http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 9
  • 10. Hit the “Tweet Spot” While most followers embrace a healthy amount of brand Tweets, it’s important to figure out how to pace your Tweets throughout the day. Plan your Tweet schedule according to the days your Tweets perform best, and Tweet more frequently on those particular days. Don’t overdo it though – there’s an inverse relationship between daily Tweet frequency and engagement. So the more you Tweet per day, the less engaging your Tweets may become. TWEET SPOT Number of Tweets Per Day www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 10
  • 11. Tweets Perform Best When Kept Short Frustrated with only 140 characters? You actually get better engagement if you use even less! In fact, Tweets that contain less than 100 characters receive 17% higher engagement than longer Tweets. Plus, leaving a little room in a Tweet allows followers to insert their own text before your content. www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 11
  • 12. Links Drive More Than Just Clicks One of the greatest strengths of Twitter is its ability to drive traffic elsewhere on the web. A link with a short, enticing description can often prove irresistible for followers to click. While there’s an almost even split between Tweets that contain a link and those that do not, Tweets that contain links receive 86% higher Retweet rates than Tweets with no links. So, Tweets with links not only drive a lot of traffic to desired destinations, but they also amplify your brand messages to more than just your followers. www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 12
  • 13. Engagement Dies When Links Don’t Work We’ve all seen it before: a Tweet pops up with a link that you really want to click, but you can’t click the link. Though the extra effort required to paste it into the browser is not significant, it may be enough to take you elsewhere on the web. This is often the result of a simple formatting error in the Tweet. In fact, 92% of all linking errors can be attributed to not inserting a space before the actual link, thus forcing users to copy and paste the link into a browser. In ConversationBuddy™, spaces are automatically inserted before every link to ensure they are always clickable. Check out our site... http://buddymedia.com/ Check out our site...http://buddymedia.com/ Check out our site: http://buddymedia.com/ www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 13 Check out our site-http://buddymedia.com/
  • 14. Use Hashtags and Watch Engagement Rise The #hashtag is a staple of Twitter, and even made its way into the Oxford Dictionary5 several years ago. Used as a popular way to identify themes or topics within a Tweet, the hashtag can also increase engagement for brand Tweets. In fact, Tweets with hashtags receive two times more engagement than those without hashtags. Still, only 24% of Tweets contain hashtags, meaning many brands are missing out on another huge opportunity to increase engagement. 1 5 http://oxforddictionaries.com/definition/hashtag www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 14
  • 15. Don’t Overuse Hashtags Even though hashtags increase engagement, it is possible to overuse them. Limit hashtags to one or two per Tweet. Our data shows that Tweets with one or two hashtags have 21% higher engagement than those with three or more hashtags. Tweets that use more than two hashtags actually show a 17% drop in engagement. www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 15
  • 16. An Image is Worth Many, Many Retweets and Replies Even though followers can’t instantly see an image on Twitter (like on Facebook), regular publishing of images still has a profound impact on Twitter performance. In fact, Tweets with image links (such as pic.twitter.com, yfrog.com, instagr.am and twitpic.com) have engagement rates two times higher than Tweets without image links. www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 16
  • 17. Ask Followers to Retweet and They Will Listen Sometimes, it’s simply not enough to produce great content in Tweets. Go the extra step and ask people to Retweet. It can make all the difference! In fact, Tweets that specifically ask followers to “Retweet” or “RT” receive 12 times higher Retweet rates than those that do not use this call to action. Despite evidence that supports using this clear call to action, less than 1% of brands actually implement this amplification strategy. Asking followers to Retweet is an easy and extremely effective way to get ahead of your competitors! “RT” “RT” “Retweet” “Retweet” www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 17
  • 18. Spell it Out: R-E-T-W-E-E-T Giving followers any type of “Retweet” call to action is extremely beneficial to amplifying your Tweets. Data reveals that when followers are specifically asked to “Retweet” (by spelling out the whole word), the Retweet rate is 23 times higher than average! Compare this to a Retweet rate of only 10 times higher when followers are asked to “RT” (shortened). AVERAGE “RT “RT” “RETWEET” www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 18
  • 19. Conclusion Twitter is a great way for brands to quickly and easily engage in two-way communication with a massive global audience. As more and more people use the social network, it is critical to understand the best practices for engaging with followers on Twitter. While each brand has its own strategy, these best practices offer proven tactics to effectively communicate on Twitter. Use these best practices as a basis to begin finding your voice on Twitter, and then further tweak to optimize Tweets based on how your followers respond. • Tweet on the days that are best for your industry (which are often weekends). Leverage the scheduling functionality of tools like ConversationBuddy™ to automatically publish planned Tweets. • Use both Facebook and Twitter to create an “always on” conversation. Engage with followers on Twitter during “busy hours” (7 AM - 8 PM), but post to Facebook fans during “non-busy hours” (8 PM - 7 AM). • Tweet four times per day or less. • Use less than 100 characters per Tweet. • Add links to Tweets to drive higher Retweet rates. • Ensure links are clickable by placing a space before the URL. • Include hashtags in Tweets, but don’t use more than two per Tweet. • Use images to drive the highest engagement. • Use a “Retweet” or “RT” call to action to prompt followers to Retweet. Spell out “Retweet” to get the highest engagement. We hope this data is helpful for you as you continue to maximize your presence on Twitter. Did you find this report helpful? Tweet this report and recommend it to your followers! www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 19
  • 20. Have questions or comments? Contact us at inquiries@buddymedia.com, or follow us on:   twitter.com/buddymedia   buddymedia.com   facebook.com/buddymedia   linkedin.com/company/buddy-media   +Buddy Media   youtube.com/buddymedia www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential 20
  • 21. Strategies for Effective Tweeting: A Statistical Review Tweet Cheat Sheet Tweet on the days that are best for your industry (which are often weekends). Leverage the scheduling functionality of tools like ConversationBuddy™ to automatically publish planned Tweets. Use both Facebook and Twitter to create an “always on” conversation. Engage with followers on Twitter during “busy hours” (7 AM - 8 PM), but post to Facebook fans during “non-busy hours” (8 PM - 7 AM). Tweet four times per day or less. Use less than 100 characters per Tweet. Add links to Tweets to drive higher Retweet rates. Ensure links are clickable by placing a space before the URL. Include hashtags in Tweets, but don’t use more than two per Tweet. Use images to drive the highest engagement. Use a “Retweet” or “RT” call to action to prompt followers to Retweet, spelling out “Retweet” to get the highest engagement. Download the full report: http://bddy.me/EffectiveTweeting www.buddymedia.com © 2012 Buddy Media, Inc. Proprietary and Confidential