Posted by Jeff Adelson-Yan (@jeffadelsonyan)
There is a basic structure for many brands that use Twitter. Schedule tweets in Hootsuite or TweetDeck or another API to be spent throughout the day (or night). But as this study published on Mashable points out, there are plenty of Twitter functionalities that are not being utilized enough by brands (if at all).
1. Incorporate hashtags.
There are many ways to research which hashtags people in your audience use. Hashtag.org is an easy-to-use resource that measures the volume of a particular hashtag. You can also peruse trending topics to see if any pertain to your business or industry. Lastly, you can simply conduct a quick Twitter search for your brand or industry and see which hashtags people are utilizing most.
2. Experiment with times.
Though this study claims that engagement is extremely low in the middle of the week, Levelwing has found significant engagement increase in different industries in the middle of the week. These “busy times” can fluctuate by season, industry and other factors. It’s important to always test different times to see when engagement is best for your brand. It’s also not a bad idea to check out your competitors’ engagement and when they post most often.
3. Experiment with tweet output.
If you have a relatively small audience, you do not want to bombard their news feeds everyday. If you do, you will soon see a swell of Unfollows. It’s important to be in front of your audience with fresh content, but it’s also important that you do not annoy. Measure engagement for a week when you send 10 tweets a day, then 7, then 3. Find your happy medium. The aforementioned study says the “tweet spot” is 4 per day but testing is important, as the “tweet spot” can also depend on many factors.
4. Mix up content.
If you’re stuck in the boring “text text text: link” structure, people might begin to find your handle uninteresting or worse–salesy. Share photos, videos and others’ posts that you find compelling and relevant.
5. Ask for retweets.
People love to retweet! If you use “Please RT,” this study says your retweets will increase by 12 times. If you spell out “retweet,” it will increase 23 times. Those are pretty solid numbers and worth trying out.