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Are You Tweeting Enough?

By Kate Lee | 01/31/2017 | 6:47 AM

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The chances are that your company is not tweeting as often as it should.

Each second around 6,000 tweets are tweeted. Each minute over 350,000 tweets are tweeted. The median lifespan of each of these tweets is just 18 minutes. After 18 minutes of being live, the chance of someone seeing your tweet is very low. The chance of someone interacting with that tweet — even lower.

Given the large volume of tweets and the short lifespan of each tweet, how often should you tweet?

To get the most value out of each tweet, tweet around five times each day. To get the most value out of your company’s Twitter presence as a whole, tweet up to 30 times per day.

At Fronetics, we recommend focusing on getting the most value out of your company’s twitter presence as opposed to getting the most value out of each tweet.

When developing your Twitter strategy, here are a few things to keep in mind:

Timing is everything.

Identify the time of day most of your followers are active and what time of day your tweets receive the highest level of engagement. Followerwonk and Tweriod  are two tools you can use to conduct this analysis. Rival IQ takes the analysis one step further and shows you when your competitors are tweeting and when they are realizing their highest level of engagement.

It is important to conduct this analysis on a regular basis and to adjust your strategy accordingly.

Be relevant. Be strategic.

Every single tweet you send should be relevant and should fit within your strategic goals and objectives.

Don’t be annoying.

Tweeting when your followers are active and when you have the highest levels of engagement is important, but don’t go overboard. For example, if you learn that 10 a.m. and 2 p.m. are the best times of day for your company to tweet, do not schedule all 30 of your tweets to go live at those times.

Be creative.

Don’t tweet the same tweet over and over and over again. It’s ok to share the same article a few times, but change up the image and/or the tweet to make it fresh.

Be visual.

Tweets with images get more engagement than tweets without images. Analysis by Buffer found that tweets with images receive:

  • 150% more retweets
  • 89% more favorites
  • 18% more clicks

Be realistic.

Determine what you can realistically do on a consistent basis. If you can only commit to tweeting 5 times per day, stick with that. It is better to have strategy that you can execute than to have a strategy that cannot realistically be executed.

Finally, remember you don’t need to go it alone. Tools such as Buffer, HootSuite, Sprout Social, and HubSpot allow you to schedule tweets. Scheduling tweets makes it easier to tweet more often so that you can realize the value of a Twitter strategy.

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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.



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