|See full infographic below|
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.
The company measured success by quantifying:
- 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 in the number of followers.
The result of the data analysis was the mid-2012 report "Strategies for Effective Tweeting: A Statistical Review" (the link also takes you to key findings and a "Tweet Cheat Sheet" for brands).
Some of the key findings:
- Tweet during the day: Tweets during "busy hours" (8 a.m.-7 p.m.) receive 30 percent higher engagement than Tweets posted at other times.
- Don’t overdo the hashtags: Tweets with hashtags receive two times more engagement, but those using more than two hashtags actually had 17 percent less engagement.
- Keep it short: Tweets containing less than 100 characters receive 17 percent more engagement than longer tweets.
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