Buddy Media have published a study looking at how marketers use Twitter. This thought provoking study really nails down the key issues surrounding Twitter usage.
- Real-time activity – The data indicates that Brands engagement rates are 17% higher over the weekend and that most brands are missing out on this window of opportunity.
- Frequency – The “tweet spot” for the number of tweets per day appears to be four. After that, the law of diminishing returns sets in.
- Content – Tweets of less than 100 characters length have higher engagement rate than longer posts because the message is concise, and there’s room for a retweet plus accompanying comment.
Social media successes deliver a simple story in an effective way and follow a pattern of activity that allows the brand to reach audiences when they’re most receptive to the message.