In my last post I wrote about tips to help reenergize your Twitter strategy, from content to timing to engagement. These tips were all concluded from the freedom to strategize, learn and experiment myself. Using three accounts over a span of 6 weeks, I analyzed and interpreted what worked for these specific accounts (it’s important to understand what works for one brand or account may not apply to another).
Increasing Content
With more and more brands, celebrities and people joining Twitter, timeline’s have become saturated with information. Increasing the amount of tweets per day was key in this experiment. With this increase came the need for more content, which meant finding, utilizing and repurposing content we already had. Twelve tweets per day, about one an hour, for each account became my starting point.Type of Content
During this experiment, each week called for a different variation of brand content and leading industry content.- Week 1: 100% branded content
- Week 2: 50% branded content; 50% industry content
- Week 3: 75% branded content; 25% industry content
Engagement
Measuring engagement, especially from an ROI standpoint, can be difficult, but measuring the amount of engagement from replies, retweets, and favorites to followers is a great starting point. Each account benefitted greatly from the increased amount of tweets, commanding more replies and conversation.More importantly, that increased activity led to social conversions on landing pages and website traffic. Below is a table of each account’s visit to lead rate via Twitter throughout the experiment.
- Account 1: Experiment: 1.8% | Previous 6 weeks: 1.6%
- Account 2: Experiment: 1.1% | Previous 6 weeks: 0%
- Account 3: Experiment: 3.0% | Previous 6 weeks: 3.2%
Growth
Although the numbers may not seem staggering, the respective follower growth for each account throughout the experiment saw engagement received correlated with the quality of followers each respectively gained. This was concluded by tracking the increased amounts of retweets, replies and favorites by new followers and comparing them to each week’s visit to lead percentage during the 6-week period. Below is a table of each account's follower growth throughout the experiment.- Account 1: 4,890/5,097 Total Growth: 207
- Account 2: 387/855 Total Growth: 468
- Account 3: 13,810/14,564 Total Growth: 754
What Twitter experiments have you tested? Let us know in the replies!
Photo Credit: Mashery