One of the most important guiding principles of Twitter, especially for brand community managers, is that follower count does not equate with engagement level.
A million Twitter followers does not an engaged brand make. In fact, more than 73% of tweets directed to the top retail brands on Twitter go unanswered.
To that end, social media startup Nestivity just released a list of the top 25 most engaged brands on Twitter, examining how they achieve that connection to fans and followers, and how other companies can follow their lead.
First, where does the data come from? The 30-day analysis, conducted by Evolve Capital, Inc. and UCLA Anderson School of Management’s Dr. Natalie Petouhoff, is based on the InfiniGraph Engagement Analysis Platform, which compared the average number of retweets per post from February 2-March 5, 2013, using proprietary algorithms for determining Twitter responses, content trend scores, clicks on links and other Twitter interactivity.
“Most brands have fallen into the trap of using Twitter for push marketing – broadcasting messages and expecting to influence customers with little to no listening or community building,” said Henry Min, Nestivity founder and president (Catch Henry at the AllTwitter Marketing Conference in SF this June).
“This view of Twitter as a one-way communication tool severely limits quality interactions between brands and their customers. It is a short-sighted use of an inherently interactive communication channel.”
Check the very informative infographic below for all the detail.