As someone who has used Twitter in a personal and professional capacity for more than 3 years, it has taken me a while to learn the nuances of monitoring. Creating strategy based on analytics is a tough task, and finding out who tweets and retweets when is really only half the battle. Here are a few things I’ve learned to keep in mind when tweeting strategically:
Tweeting at peak times is only targeting an already-captured audience. As in, when I look at a brand’s analytics from the past month and find that their followers engage most around 2pm mid-week, I must rememeber that tweeting the content they like at those times will, at best, retain those who are already following and engaging.
Segment your followers. That being said, it is important to figure out who of your already-engaged followers are clicking through your links or visiting your website at 2pm mid-week, and who of your followers are actually tweeting at or retweeting your content. Depending on your goals, you may want to segment your followers and tailor your content accordingly. For example, if you want to increase brand awareness through growing your social media following, you will want to target the active followers (the ones who tweet or retweet your brand); if you want to get more ad traffic or click throughs on your website , then you should target those who end up on your website through social media shares.
Ask “Why?” Finding out the who, what, and where about your active followers will more than likely help you create decent content they’re willing to read, or even share. But you must also ask “why?” Finding out why followers retweet certain kinds of content at a certain time of day will help you figure out exactly how to curate the best content, every time.
Rinse, lather, (don’t always) repeat! Beware of turning your newfound understanding of the who what and why into a formula! Look to your blog for creating evergreen content, but try to tweet new and even more engaging content that occasionally flouts the proven trends. Without alienating your current followers, tweeting something a little off the beaten path might help your brand discover and activate new audience segments.