Auteur: Dan Zarrella

I love social sharing buttons. I like them because they can serve as quiet little social calls-to-action, enticing content readers to share my articles on social networks like Twitter and Facebook. But I love them because they tell me (and everyone else) how many times those articles have been shared. Simple, transparent social media metrics.

And because these buttons are so popular, if I feel an urge to compare the sharing data for my content with that of my competitors’ content, I can typically just navigate to the other site and see what that website’s buttons say. But some sites don’t have those social sharing buttons set up. And without those public-facing sharing buttons, there’s no good way for me to check up on how many times a given URL was shared.

That’s why I created LinkTally.com. It’s a super simple, free tool that allows you to enter any URL (even from your competitors’ sites) to find out how many times it was shared on Twitter, Facebook, Google+, and LinkedIn.

 

 

For instance, while the Wall Street Journal’s website includes social sharing buttons for those four main social networks on its articles, it doesn’t show share counts. But by pasting the URL into LinkTally.com, I can see the tally for one of its recent articles:

 

 

How Marketers Can Use LinkTally

Okay, so that’s interesting, but how useful is it really? After all, there’s a difference between scholastic “data for data’s sake” and actually actionable, in the trenches, useful data. And I’m only really only concerned with the latter.

Let’s consider an example scenario. Let’s say I create content for the search engine optimization niche, and I want to identify the ratio of sharing that occurs on each of the four social sites so I can determine if it’s worthwhile to spend time promoting my content on LinkedIn. I’d simply go to a popular SEO site, like SEOMoz, grab a few article URLs, and LinkTally them.

 

Many sites, including SEOMoz, don’t display LinkedIn sharing count buttons, so without the tool, you’d be in the dark. But with the tool, we see that LinkedIn numbers compare reasonably well with the other three sites. Had we noticed a much lower LinkedIn count across a number of articles, that might be a sign that LinkedIn isn’t the most important social network on which to focus your content sharing efforts.

That’s not the only thing LinkTally is useful for. There are a ton of other smart ways you can make use of this little tool:

• Compare the success of blog article topics on a number of sites to brainstorm new content ideas.
• Determine which content formats (e.g. infographics vs. text-based-content vs. video content, etc.) are most popular for social sharing.
• Pinpoint which social networks to use to help launch certain types of content in the future? (For example, if you notice that infographics take off on Facebook, or your LinkedIn audience prefers content about certain topics.)
• Check out the social reach of various blogs to identify targets for guest blogging.
• Measure the social success of your competitors’ content for benchmarking purposes.

In fact, I bet you can come up with a few more awesome ways to use this tool yourself. Try the tool out for yourself, and share your own ideas in the comments below!

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A glance over the top Twitter users reveals an interesting pattern. Most of them are celebrities, well known media outlets, or sports teams. Every single account in the top few hundred most followed Twitter users is famous outside of Twitter. They didn’t get into the top lists because of their Twitter behavior; they got there because they’re famous.

But a handful of accounts break this rule. For example, @OMGFacts has 5.3 million followers, @BreakingNews has 5.2 million, @NoteBook has 4.1 million, @CarrollTrust has 3.8 million, and @WhatTheFFacts has 3.2 million. They don’t belong to previously famous entities, so how did they get so many followers? The answer is automation of high quality content. (Yes, the content still has to be high quality!)

All of the non-famous accounts in the first few hundred of the top Twitter users are essentially automated, robotic content distribution services.

The Role of Automation in Twitter Marketing Success

To understand the role marketing automation can play in your Twitter success, let’s look at some data drawn from research I conducted for my upcoming webinar, The Science of Marketing Automation. First up is an analysis of tweets-per-day of millions of accounts compared to the number of followers those accounts have. You’ll notice that followers peaks at around 22 tweets-per-day. That’s a whole lot of tweeting and hard (or at the very least, annoying) to do completely manually.

 

 

Next, let’s look at the effect of specific kinds of tweets, namely links. When you break Twitter users into two buckets, those with more than 1,000 followers (the orange bar) and those with fewer than 1,000 followers (the black bar), and analyze the percentage of their tweets that do not start with an “@” sign but contain a link, you find that highly followed accounts tweet more links.

 

 

Lastly, let’s perform a similar analysis of link percentages and retweets (whereas the above graph looked at links and followers). Here we find that accounts that tweet between 60% and 80% links tend to get the most retweets.

 

This may come as a surprise to some readers, but there is a very strong case to be made in favor of automating your Twitter presence, especially by scheduling as much interesting, relevant content as you can. There are a variety of tools you can use to accomplish this (including my obvious favorite, HubSpot).

 

 

Remember not to simply accept the superstition that says automating your social media efforts is bad. At least do some of your own experimentation and see if it works for you. The data suggests that it just might.

If you do decide to automate your Twitter marketing, you need to mix up your messaging. Don’t just spit out blog title after blog title — use some quotes from the content you’re tweeting, or ask followers questions about it. In fact, you can tweet the same link a few times, as long as the text that surrounds the link is unique. So pull out some data, or a sub-headline from the content, and vary your tweets up a bit.

And just because you’re automating the publishing of some of your Twitter content, doesn’t mean you’re off the hook for monitoring and engagement. At HubSpot, we schedule a link-based tweet once an hour, every hour, but we also monitor and reply to @-messages directed our way. I’m personally not a big fan of “conversation” for the purposes of building reach — though it’s great for engagement and presumably follower churn — but it can be very helpful for customer service and influencer relations. Supplementing automated messages with personal, hand-crafted replies will prevent your automated Twitter account from looking like spam.

And finally, there are some areas of social media automation that should be avoided like the plague. Namely, the practice of automatically following and unfollowing large swaths of people. I mean, I think we all know that’s in poor taste, not to mention against the “Twitter laws.” But you also have to be careful with how you use automation to target people on Twitter. If you’re unaware of the dangers of poorly automated content targeting (or poorly targeted automated content, for that matter) on Twitter, just check out this case study of when AT&T turned their Twitter over to an agency that didn’t take proper precautions around automation. I don’t think you want to suffer similar backlash. If you’re concerned about avoiding social media automation mistakes, reference this post for some more guidance.

What side do you fall on in the social media automation debate — for Twitter, specifically? Or, learn more about marketing automation with me on my upcoming webinar, The Science of Marketing Automation, live on Tuesday, February 26th at 1PM EST.

Image credit: mkhmarketing

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If you’re using social media for marketing and you’re not measuring your dollars-and-cents ROI, you’re doing it wrong. As my favorite rap quote says, “If it don’t make dollars, it don’t make sense.”

Marketers wouldn’t dream of spending budget on banner or PPC ads without a measured and positive return on their investment; but for some reason, many of us still play dumb when it comes to the hard data about the performance of our social media marketing investments. And even if you’re not spending budget on Facebook or Twitter, remember: Time is money, and you’re probably spending a significant amount of time.

All too often, social media marketing advice comes from greasy, snake oil hucksters selling platitudes like “engage in the conversation,” or worse, “be awesome.” While advice like this is hard to disagree with, it’s not useful or concrete. Instead, we marketers should be measuring our social media marketing campaigns to determine what is making our businesses money — and what isn’t. In other words, ignore the unicorns-and-rainbows superstitions.

How to Calculate the Value of Your Facebook & Twitter Followers

A while ago, in a HubSpot marketing team meeting, we were discussing how much we should be willing to invest to gain a new social media follower or Like, and I found myself at the whiteboard plotting out a formula. Over the course of the next few weeks — with the help of several of my geeky colleagues — I put together a formula to calculate a metric I call VOAL (Value Of A Like). Once you know your VOAL, you can plan your social media efforts with confidence they’ll generate a positive ROI.

Below is the formula and how it breaks down …

L (Total Likes)

The total number of audience members connected to your social media account. On Facebook, these are Likes of your page, and on Twitter, these are followers.

UpM (Unlikes-per-Month)

The average number of fans who “unlike” your social network account each month. On Facebook, this is an “unlike,” and on Twitter, this is an “unfollow.”

LpD (Links-per-Day)

The average number of times you’re posting links, and potentially converting links driven from your social media account. On Facebook, this is the number of posts you’re making, per day, that lead to a page on your website. On Twitter, this is the number of times, per day, you’re tweeting these kinds of links.

C (Average Clicks)

The average number of clicks on the links to your site you’re posting on your social media accounts.

CR (Conversion Rate)

The average conversion rate of your website, from visit to sale or visit to lead. This can be an overall average, but for increased accuracy, use the conversion rate measured from traffic coming from the social network you’re calculating.

ACV (Average Conversion Value)

The average value of each “conversion.” In this context, a “conversion” is the action you’ve used to measure CR for. It could be average sale price or average lead value. For increased accuracy, use the average conversion value of traffic coming from the specific social network.

The ValueOfALike.com Calculator

In my efforts to make sure all social media marketers can apply this formula, I built a free, easy-to-use little calculator at ValueOfALike.com. Answer six simple questions about your business’ use of Facebook or Twitter and it will tell you exactly — in concrete dollars and cents — what each Like or follower is worth to your company. To calculate your value of a Facebook Like, you can easily answer these questions using your Facebook Insights and your closed-loop marketing analytics (in the calculator, click the question mark next to each question for an explanation about how to acquire each data point). For Twitter, you can use tools like Twitter’s advertising analytics platform, closed-loop marketing analytics, as well as educated estimates to determine your Twitter numbers. Furthermore, each question input in the calculator is shown on a slider, so you can easily adjust the values up or down to see how changing various metrics will impact your bottom line.

You can answer the questions for either your Twitter or Facebook marketing efforts, and you can enter information based on lead generation or actual sales data. The calculator is flexible, and it’s designed to help you put the VOAL formula to work for your brand in the way that makes the most sense for you.

 

 

VOAL Formula in Action: 3 Real-Life Examples

To demonstrate what the VOAL calculation would look like using realistic numbers, let’s start with an example from Facebook. HubSpot partner Kuno Creative’s Facebook Page has 3,103 total Likes, 30 unlikes per month, posts 1.3 posts per day, with each post getting an average of 190 clicks. Their visit-to-lead conversion rate for Facebook traffic is around 2%, and they report an average conversion value of $350 per lead. Because of their very high clickthrough rate of 6.12% and their huge $350 lead value, they have a VOAL of $1,729.

On the other hand, if we look at some numbers from a different company — Lynton Web, another HubSpot partner — we see a different picture. They have a smaller Facebook presence with 174 total Likes, about 1 unlike per month, post 1.5 posts per day, get a single click on each link on average, and they told me their visit-to-lead conversion rate is around .8%. If we assume they have a $100 value per lead generated, they have a VOAL of $0.013.

To demonstrate how we can apply the same VOAL math to Twitter, let’s use HubSpot’s Twitter metrics as an example. Here, I’ll be estimating the numbers. We have 258,522 followers and about 2,000 unfollows per month (as reported by Twitter’s advertising analytics platform). We post around once per hour — so 24 posts per day — and each tweet generates around 120 clicks. We have a visit-to-lead conversion rate of 55%, and let’s assume a value per lead of $40. This gives us a VOAL for Twitter of $0.32.

Applying VOAL to Your Social Media Marketing Efforts 

Once you understand the true, monetary value of each of your business’ social media connections, you can start to understand exactly how much time and money is worth spending to grow your social media reach, and you’ll know which metrics you need to improve to get the most out of your efforts.

Play around with the calculator’s sliders for each question to understand how each variable impacts your overall VOAL. How much does your VOAL change if you were to increase your posting frequency? What about boosting overall Likes? Should you focus your efforts on growing your social media reach? Remember, when it comes to social media marketing, “If it don’t make dollars, it don’t make sense.”

Check out the free calculator at ValueOfALike.com. What’s your business’ VOAL? What can you do to increase this value?

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Last week, we presented our readers with some interesting data about the impact of social CTAs on Facebook engagement. But we got to wondering — what about posing questions in your Facebook posts? How would that impact engagement metrics such as Likes, shares, and comments?

If you’re an active Facebook marketer, you’ve probably seen countless brands using questions as a fan engagement tactic. By asking questions, the social media managers behind those pages are hoping to generate responses, thereby increasing engagement rates. In fact, the power of questions on Facebook has been accepted conventional wisdom for some time now.

Digging into a large data set of more than 1.2 million posts from the 10,000 most Liked Facebook Pages, I was able to not only verify that anecdotal evidence, but also figure out specifically which types of questions work best. Let’s take a look at what I uncovered …

Marketing Takeaway

As you can see in the infographic, I found that while posts with questions tend to generate more comments, they also tend to garner fewer Likes and shares than non-question posts. In other words, the data shows that periodically using questions to encourage commenting does work, but they are not an all-encompassing engagement panacea. Posing questions can be a great way to elicit feedback from your Facebook fans and page visitors, but it’s not the most effective way to drive overall Facebook engagement.

In addition, we can also see that question words that yield “yes” or “no” responses such as “should” and “would” — as well as multiple choice questions like “which” — tend to generate more comments than nebulous, open-ended questions like “why” and “how.” The takeaway here is, if you’re using questions to generate more comments on your Facebook Page, post questions that are quick and easy to answer.

How are you using questions on your Facebook Page timeline? Have you experienced similar results?

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Last week, we presented our readers with some interesting data about the impact of social CTAs on Facebook engagement. But we got to wondering — what about posing questions in your Facebook posts? How would that impact engagement metrics such as Likes, shares, and comments?

If you’re an active Facebook marketer, you’ve probably seen countless brands using questions as a fan engagement tactic. By asking questions, the social media managers behind those pages are hoping to generate responses, thereby increasing engagement rates. In fact, the power of questions on Facebook has been accepted conventional wisdom for some time now.

Digging into a large data set of more than 1.2 million posts from the 10,000 most Liked Facebook Pages, I was able to not only verify that anecdotal evidence, but also figure out specifically which types of questions work best. Let’s take a look at what I uncovered …

Marketing Takeaway

As you can see in the infographic, I found that while posts with questions tend to generate more comments, they also tend to garner fewer Likes and shares than non-question posts. In other words, the data shows that periodically using questions to encourage commenting does work, but they are not an all-encompassing engagement panacea. Posing questions can be a great way to elicit feedback from your Facebook fans and page visitors, but it’s not the most effective way to drive overall Facebook engagement.

In addition, we can also see that question words that yield “yes” or “no” responses such as “should” and “would” — as well as multiple choice questions like “which” — tend to generate more comments than nebulous, open-ended questions like “why” and “how.” The takeaway here is, if you’re using questions to generate more comments on your Facebook Page, post questions that are quick and easy to answer.

How are you using questions on your Facebook Page timeline? Have you experienced similar results?

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Marketers who are worth their salt have known it for years. If you want your audience to take a specific action, you actually have to ask them to do it — in email, in display ads, on landing pages, blog articles — you name it. But for whatever reason, it seems like once we started using social media for marketing, we collectively forgot all about calls-to-action (CTAs).

Let’s end that now. I’ve long been a proponent of using calls-to-action in social media. In fact, my research actually proves that tweets that include the call-to-action phrase “please retweet” get more retweets — 4X more, in fact. But what about the impact of CTAs within other social networks … like Facebook?

To gauge the success of different types of CTA phrases on Facebook, I turned my attention to more than 1.2 million posts from the top 10,000 most Liked Facebook Pages. I specifically looked at Facebook posts that included the words “like,” “comment,” or “share,” and found that they tend to garner more of the specific action they referenced compared to posts that didn’t include those words. Check it out …

Remember — Facebook’s EdgeRank algorithm rewards “engagement” on your Facebook posts. In other words, posts that attract a lot of engagement in terms of actions such as Likes, shares, and comments will be rewarded with greater visibility in users’ News Feeds. And isn’t that what all marketers want?

So if you’re trying to increase the reach of your content on Facebook, consider experimenting with social CTAs in your Facebook posts. Phrases like “leave a comment/Like this post/share this post if …” may do wonders to spark engagement among your Facebook Page fans and visitors.

Have you experimented with social calls-to-action in your social media marketing? Have you noticed increased engagement and visibility?

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When you’re picking, choosing, and crafting content to power your Twitter marketing efforts, it’s easy to think that measurements like clickthroughs and retweets would both reflect “successful” or “engaging” content — or insert your own unicorns-and-rainbows adjective there. “Remarkable,” “worth sharing,” and “interesting” all work well, too. But, as it often is, reality can be different than what feels true.

I looked at 2.7 million link-containing tweets and found something interesting: There is no correlation between retweets and clicks. In fact, 16.12% of the link-containing tweets I analyzed generated more retweets than clicks, meaning many people will retweet a tweet with a link without even clicking on that link. The data also emphasizes that the factors leading to a link-containing tweet being retweeted are sometimes different than the factors that lead to it getting clicked on. Below, you’ll find an infographic detailing my findings.

How to Act on This Data

So what does all this mean? When you’re planning your social media strategy, be clear about your goals for each tweet you put out there. Are you sharing your content to drive traffic to your website that you eventually want to convert into leads or customers? If so, then your goal should be get Twitter followers to click on the links in your tweets. A few ways to optimize your Twitter clickthrough rate is to experiment with link placement within your tweets, use between 120 and 130 characters in your tweets, and test publishing frequency, word choice, and timing.

On the other hand, if the goal of some of your tweets is, for example, to share content you’ve found across the web to become a thought leader and gain followers, then you’ll probably want to optimize those tweet to generate retweets. In this case, asking for retweets with the phrase “please retweet” is one of the easiest ways to get more retweets. In fact, my research indicates that including “please retweet” in tweets generates 4x more retweets. For some other best practices for generating retweets, check out our article about “11 Guaranteed Ways to Get Others to Retweet Your Content.”

Obviously most companies will do some of both, but be clear which is the highest priority every time you tweet.

Did any of this data surprise you? Are you consciously thinking about your goals for every tweet?

Image Credit: petesimon

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All great marketers know that email is still one of the most powerful marketing tactics at their disposal, but they also know that it’s evolving beyond its newsletter blasting past. In fact, this is the topic of my Science of Email Marketing webinar coming up on June 13th. And as I’ve been conducting my research for the webinar, two particularly noteworthy trends from the evolution of email marketing have caught my eye: the importance of relevance and segmentation.

The Importance of Relevance

When I conducted a survey about email marketing, I asked respondents to tell me, in a free-form text field, why they chose to subscribe to emails from some companies. One of the most common responses I received was that they expected the emails were going to be relevant to their interests. 38% of respondents specifically referenced the word “relevance,” and one especially well-worded response indicated that content should be “particularly and specifically” relevant to them.

The Power of Segmentation

One key way to ensure that your emails are relevant to your recipients is to segment your list so that your email recipients only receive email content that’s relevant to their particular needs and interests. And when it comes to segmentation, the possibilities are endless, as you can always get more and more granular with your segmentation criteria. But on a broader level, you can generally segment based on categories such as geography (i.e. where they live), demographic/personal information, interest types (i.e. preferred content subjects or formats), behavior (i.e. how engaged they are with your company/content/brand), or industry/role. So if someone visits your website and downloads an ebook on a particular topic, you could put them on a special list and send them more information about that topic, since you already know it interests them. 

The Effect of Segmentation on Click-Through Rates

Furthermore, When I analyzed over 100K emails sent from HubSpot’s customer base, I discovered that those with only one list had a lower average click-through rate (7.3%) than those that segmented their overall email database into 2 to 6 lists (8.3%).

The takeaway here is pretty obvious. If you aren’t already segmenting your email list to improve the relevancy of your email marketing, you should be. Check out this article on 27 great ways to segment your list for inspiration to help you get started, and give the contacts in your email database what they really want.

And for more juicy bits of data about the evolution of email marketing like the ones above, don’t forget to register for the upcoming Science of Email Marketing webinar on Wednesday, June 13th at 1 PM EST. Click here to reserve your spot!

How many list segments do you use in your email marketing?

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As an inbound marketer, one of my favorite uses of Twitter is getting my content retweeted thousands of times, sending tons of traffic to my site that I can then convert into leads. Over the past 3 years, I’ve done an enormous amount of research to determine what tweeting behaviors and tweet characteristics lead to more retweets, and I’m ready to share what I’ve learned with you!

Here are the 6 most interesting data-backed tips that you can apply to your own Twitter efforts to get more retweets … and by extension more site traffic, more leads, and more customers!

1) Share Lots of Content

Two types of content users frequently tweet are links, and replies to other tweets. When I took a look at which type of content gets more retweets, it was clear that users who tweet more links (as opposed to more replies and conversations) were the winners. It makes sense when you think about it — I’m much more likely to retweet an interesting piece of content that you’ve posted that a bit of twitter chit-chat, especially when that chit-chat is part of an ongoing conversation of which I’m not a part.

2) Tweet About Twitter

It turns out that Twitter is full of social media dorks (and I say “dorks” lovingly). Lots of the people on Twitter are — big surprise — really into Twitter, and love reading about it and retweeting that content. Tweeting about Twitter is a great way to tap into a common interest that most of your followers share, regardless of their industry. After all, they wouldn’t be Twitter followers if they didn’t like Twitter, now would they?

3) Say Something New

When I compared the “commonness” of certain words in retweets versus the “commonness” of words contained in a random sampling of non-retweeted tweets, I found that retweets tend to contain much rarer words. People don’t want to retweet the same things that everyone else is saying, they want their tweets to stand out! If you want to get retweeted more often, you need to say something new … or at least say something in a way people haven’t heard it before.

4) Ask for the Retweet

As marketers of all stripes know, calls-to-action are very important — if you want someone to take a specific action, you have to ask them to take that action. Twitter is no different. I analyzed tens of thousands of tweets, and found that tweets that contained the phrase “please retweet” were retweeted 4 times more often than tweets that did not contain a call-to-action.

5) Experiment With Contra-Competitive Timing

Have you ever been to a noisy party, and you can barely hear the person two feet in front of you talking? But then you say something awkward, and right at that moment, the rest of the party suddenly gets quiet and the whole room can hear your embarrassing story? Take that principle, apply it to Twitter, and you’ll get more retweets with less embarrassment. When overall Twitter activity starts to slow down on Fridays, retweet activity tends to increase. When the rest of the social media world is more quiet, it can be easier to make yourself heard.

6) Don’t Talk About Yourself

I’m not on Twitter to hear about you and your life. I mean, unless we’re friends in real life, of course. I’m on Twitter to get information that will either benefit me, or help others (and by extension, benefit me). Your followers don’t want to retweet content that just talks about you. Retweets tend to contain much less self-reference than a random sampling of non-retweeted tweets. So stop talking about yourself, and make content that others can relate to and get value from!

What do you do on Twitter to get more retweets?

Image credit: Rosaura Ochoa

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Over the past few weeks, I’ve been working — mostly in secret — on a sweet new free tool. Well, I’m finally ready to release it this week. It’s called TweetCharts, and it’s designed to be a simple way for you to quickly and easily obtain Twitter data on any hashtag, username, word, phrase, or URL. No longer do you have to wait for some social media scientist to run a report for you; now you can do it yourself!

To give you a sampling of the different use-cases and information you can pull out of this flexible tool, I ran a few interesting reports and highlighted what I thought was the most useful information from each. Here are a few things I learned…

Understand What Tweet Sources Are Telling You

When we look at the TweetCharts report for a given search term — let’s say, “analytics” — we find that many of the most popular applications used to post tweets containing the word “analytics” are automated or third-party posting systems including Twitterfeed and Buffer. This indicates that most of the tweets mentioning “analytics” are those created by automated broadcasting and scheduling tools, likely by marketers. Using this data, if you were trying to engage in a real conversation about analytics on Twitter, for instance, you’d probably want to target long-tail keywords such as “measuring marketing” or “marketing metrics,” which are more likely to be used in human, not automated conversations.

But when we compare that to the report run for “LadyGaga,” we see a very different set of third-party applications used to tweet. Mobile applications and the Twitter.com web interface dominate, indicating that this audience is a very “normal” bunch and are manually tweeting, rather than scheduling or automating content. Most of these Twitter users are probably not marketers, so heavy-handed social media marketing tactics would probably appear alien here.

 

Determine Which Hashtags Your Audience is Using

Looking at the top hashtags section of the TweetCharts report for a search on “JustinBieber” shows us the conversational threads that are happening amongst Bieber fans. If I were a marketer looking to get in front of that kind of audience, these hashtags would make a great starting point. Sharing interesting content in tweets related to and tagged with these hashtags would likely appear in the search streams of hardcore Bieber fans.

Turning to the hashtag section of the report for the search query “SEO,” we find that many include the hashtag “jobs.” This tells us that many of the people using the keyword “SEO” on Twitter are either looking to be hired or are hiring. Those trying to recruit or find employment in the SEO space would do well to target this keyword.

 

Find Industry Influencers

When we analyze the report run for the “#B2BChat” (a popular Twitter chat), we can use the most mentioned users section to quickly identify users who are most influential in that community. If you’re interested in engaging that audience, these are likely the great users to reach out to, as they tend to dominate the discussion.

On the other hand, looking at the TweetCharts report for “Las Vegas” reveals that the vast majority of users tweeting about Sin City only tweet about it once. This means that there are no easily identifiable common influential users for that topic. One might conclude that most are tourists who are not following the same group of people. Therefore, influencer marketing tactics are unlikely to reach the transient Las Vegas audience on Twitter.

Identify Opportunities for Engagement

Another possible solution presents itself when we run the report for a search on “vacation.” Here we find that more than 12% of the tweets mentioning the word “vacation” are in fact questions. If you’re trying to reach an audience interested in travel, a useful Twitter tactic would be to search for questions about travel, vacations, and specific destinations and answering them (either with tweets or through content like blog posts and videos).

 

 

There are only a few examples of some of the things you can learn from TweetCharts reports. I encourage you to run a few reports of your own using the search terms that concern your business or industry. Be sure to let us know what types of data you uncover and what other use-cases you come up with. How else can marketers use this tool?

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