Posts Tagged 'engagement'

Does Twitter Matter?

Twitter Badge Retweet
Network Effect

Twitter: 90 million new messages a day, 130 million searches this August, 160 million international users, and nearly three-quarters (71%) of all tweets go un-answered or without being retweeted.

That’s according to social media analysis tool maker Sysomos.The majority of all tweets are one-way “conversations” into the ether. Or are they?

Of 1.2 billion tweets posted over a two month period that Sysomos analyzed:

  • Only 6 percent of tweets garner a retweet.
  • 23 percent of tweet get an @ reply.
  • 96.9% of replies and 92.4% of retweets occur within an hour of the original post.

So it’s not you. It’s just everybody else: reading, and not retweeting your stuff.

If a Tweet Falls in the Forest…

Do tweets have value? Does tweeting have value. Does Twitter even matter?

So if 71% of all tweets go un retweeted or replied to, a lot of people are probably asking themselves right now, “what is the value of the tweet?”

One thing  I see missing in the study is data of user/followers consumptive behaviours and engagement sentiments; how are Twitter users disposing of the information itself (tweets), and what is their experience in engaging the information?

Asking users, “what are you doing with the information of those you follow?” and “how do you feel when you read a tweet?” would round out the data set to find value in: 1) how the information being used, and 2) how the act of engaging the information stream (tweets) is perceived (strictly informative, entertainment, comforting, etc). This user data may give a little more insight into the Sysomos dataset before drawing any conclusions on its relevance or importance of Twitter, tweeting, or the value of our tweets.

Care to Retweet or Comment?

Read more at Alltop.

Women Spend More Time Social Networking and on Web

The online gender gap widens.

The LA Times reports on a recent study that finds 76% of all women online visit a social networking site compared with 70% of all men online.

In fact, women spend more time (5.5hrs) on social-networking sites than men (3.9hrs), on average per month.

Read the summary here.

Download the full comScore study.

PepsiCo strategy for brand engagement: Go within

Wondering how corporate brands are embracing social media?

Pepsi Refresh Project website

Jesse Stanchak interviews PepsiCo’s Frank Cooper in this good post on PepsiCo’s brand engagement with its Pepsi Refresh Project.

[W]e decided that this year it was time for the brand
to actually go within culture and actually move
something forward, so that it was actually getting
engaged with consumers.
– Frank Cooper, PepsiCo

Emulating Social Change Groups:
Partnerships for Community Good

This corporate project has embraced the social innovations of online fund raising, micro lending and social change websites like Network for Good, Idealist.org and Kiva where visitors are prospective donors to proposed community based projects.

To promote the project, Refresh Everything has secured key celebrity partnerships to include Kevin Bacon‘s Six Degrees project and Demi Moore in supporting Girls Educational & Mentoring Services.

Thinking different yet?

It may be some time before there is a sea change in corporate marketing strategy, though moves like PepsiCo signal a strong need to move towards authentic consumer engagements for competitive survival in the marketplace.

How do you use social media to engage consumers?

Share your comment here.


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