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#Engagement on Twitter

In Online marketing op 07-08-2014

Are you getting enough engagement on Twitter? Do your tweets get noticed? Twitter’s true value is in its engagement. Unless people are engaging with you on Twitter, you’re wasting your time.

Keep Tweets less then 110 Characters.

Twitter’s legendary character restriction seems short, but if you’re maxing out your character count, your tweets are too long. Shorter tweets with around 110 characters get 17% higher engagement, and there’s a reason for that.  If you are using all 140 characters in your tweet, your followers will need to edit your tweets before they can add in theirs and retweet. And, that’s not cool. People are lazy. Ideally, you should limit your tweets to between 80–110 characters.

Tweet During Daytime.

The Twittersphere is active during the 11-12 hours of daytime in your audience’s time zone. Between 8am and 7pm, your tweets will have 30% higher interaction. That means you must keep your target audience in mind and adjust your timing as needed.

Tweet on Saturday and Sunday

Weekends are not the time to take a break from Twitter. If you want engagement, schedule tweets for Saturday and Sunday. According to the data, engagement is 17% higher on the weekends than it is on weekdays.
When brands tweet during “busy hours” (8am–7pm), they receive 30% higher engagement than tweets that fall during “non-busy hours” (8pm–7am). This even includes tweets published on Saturday and Sunday.

Share Images

Twitter’s rich Tweets give you higher levels of engagement for images and videos (e.g., Vine videos). You can get a 150% increase in retweets just by including images. Xtra conducted an A/B test of tweets with pictures (A) and tweets without pictures (B). In each test, tweets with pictures won by a huge margin.

Ask for Retweets

People are understandably shy about asking for retweets. In fact, less than 1% of brands have asked for a retweet. This is a huge missed opportunity. When you clearly ask your followers for a retweet, you have a good chance of getting one. Make sure to spell out the word retweet in its entirety, rather than using the abbreviation RT. The retweet rate for “retweet” requests is 23 times higher than the engagement rate for “RT” requests. Don’t bombard your audience with constant requests to spread your message.

Use Hashtags

Hashtags double your engagement rate—they are their own implicit call to action. Plus, they create higher visibility on Twitter. What surprises me is that only 24% of tweets contain hashtags. I would caution you to limit yourself to two hashtags per tweet.

Include Links

Using metrics from the Social Media, Salesforce reports that 92% of all Twitter interaction (retweeting, replying, etc.) happens when readers click links. In fact, tweets with links get way more retweets—86% more, according to research! So tweet with a link and a hashtag. Links and hashtags make it easy for others to interact with your tweets.

Stay Away From Lifestyle Tweets

While celebrities can get away with tweeting about their personal life, brands cannot. Twitter is less of a personal-life journal and more of a professional marketing platform. Be real, but don’t be banal. Your followers aren’t interested in your personal actions. Few people are going to engage with a tweet that declares that you’re bored or are going to bed.

Use Strong Calls to Action

Words like please retweet, help, follow and how to are focused on the reader of the tweet rather than on the sender of the tweet. Your followers are much more likely to interact if they are the focus on your tweet and you’re clearly asking for an action.

Send One to Four Tweets a Day

There is a mistaken belief that the more you tweet, the more ROI you’ll get from Twitter. Actually, tweeting too often can result in very poor engagement. This is particularly true for brands, which need to be careful about coming on too strong with their marketing.

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