Twitter now boasts more than 271 million active users and presents a huge opportunity for brands. However, to deliver a return on the platform they need to quickly establish Twitter as both a critical touchpoint and a valuable channel for prospects and customers to connect with and keep connecting.
Which means they need to generate engagement. So what works, and what doesn’t?
ExactTarget tracked more than three million tweets and found that (as you might expect) Twitter return on investment (ROI) varies from industry to industry, certainly when it comes to engagement metrics. One constant is that tweets with photos tend to perform better than text-only tweets, and photo replies on Twitter are also more well-received than text.
This is true across all verticals, but brands in the media and entertainment space are likely to get more bang for their buck than those in other industries, although nonprofits perhaps get the best return from the lowest total volume.
Check the visual below for more findings from the study.