I have been recently reading several articles discussing Twitter “rules” of engagement for brands. I have been doing some Social Media work and wanted to refine the message/response pattern so have been getting different points of view on the subject.
I came across a company LeadSift, that has aggregated data for Twitter engagement and put it into a nice visual.Not only is it fairly consistent to what I have been reading on the whole for recent trends, but LeadSift’s business model is based around a scanning algorithm of social media to bring brands closer to their customer base in indication of relevance and purchase intent within social media posts. They built their business upon it, so I think it is relatively a good measure and infographic regarding Twitter engagement as it stands now.
It’s no secret that any business, big or small, that is engaging on Twitter is going to be closer than ever to their consumers. There have been well known cases when companies have responded so poorly it baffles the mind. However, most of my interactions with brands on Twitter have been very positive, including a recent one with AT&T which led to a PM conversation that got me new equipment for free to attempt to fix my problem. Twitter is an instant way for consumers to vocalize their questions, complaints (or in my case praise) all out in the vast open space of social media. It can be a boon or bust for businesses depending on how they respond.
But as the info graph points out, your customers do expect you to respond, and quickly at that. Search Engine Watch has data that shows that 70% of Twitter users expect a response from brands they reach out to, and of those, 53% want a response in under an hour (I tend to agree with timing that more than the 92 minutes this visual points out). If you have a social media presence, you must have solid strategy in place to respond to tweets so you can keep your (very public) customers happy as well as drive engagement on Twitter.
Two items of note in this chart, one which surprised me. Using positive emoticons in a response increases engagement by 67%. I find that stat fascinating. Of course, the question would drive the use of them, but so interesting to see that it pushes the number up that high. The second point is one I completely agree with and have been using myself. If you do add a link in the response, the optimal position to include the link is about 45% into the conversation. That makes sense, because you can never forget, Twitter is all about having a conversation. A brief one, but a conversation nonetheless.