Be visual. Be brief. Be specific.
Those are some of the key takeaways from a new whitepaper on Twitter engagement put together by Track Social, which analyzed 100 major consumer-facing brands on Twitter.
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Although photo posts only made up 2.3 percent of the more than 50,000 tweets studied, they generated 91 percent more engagement than all-text tweets. (The study measured engagement by number of retweets.) This might be a little harder for service-oriented healthcare brands, but it’s possible.
A big #WDD good morning from Novo Nordisk HQ! Let’s make some noise today! twitter.com/novonordisktbl…
— NovoNordiskTBL (@novonordisktbl) November 14, 2012
Similarly, hashtags lifted engagement by 35 percent. But the one thing that boosted retweets more than anything else was simply asking for one. Check out this St. Jude tweet from yesterday that got 190+ retweets.
Join the buzz and celebrate the @stjude#ThanksandGiving campaign: bit.ly/StJBuzz. Pls RT.
— St. Jude(@StJude) November 19, 2012
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The perfect tweet length, according to the study, appears to be around 100 characters – long enough for a link or hashtags, but short enough to retweet.
Then there’s the question of when. Weekend posts performed better than weekday posts, and early morning/late night posts better than workday ones.
When a brand tweeted four or five times per day, it got the most average retweets per tweet, the study found. But a better measurement of reach is total retweets, which continued to go up as the number of tweets per day went up. Remember that Twitter is a high-volume channel and it’s crucial to keep up to get noticed.
That’s what the study found worked. Now here’s what didn’t work. Tweets that referenced offers or coupons actually did worse than the average tweet. Request for captions, posing questions and using exclamation points also didn’t help.
Of course, creating the right mix of content is unique to each organization. Check our archives for more healthcare social media tips.
