Most Top Brands Found to be Posting 30 Tweets a Week
At Enform, we make it a point to remind our clients and partners the importance of using social networks as platforms for broadcasting tailored marketing messages to their markets, the better to stay competitive and up to date with customers.
However, there’s a clear line between using social networks to reach out to customers and using the platform too much that it becomes annoying.
The latter is a problem highlighted by Brandwatch in its latest study, which looks at the negative effects of brand over-communication. The report looks at what over-communication really is, specifically, the number of tweets on Twitter it takes to turn off followers. The consensus among brands? At least 30 tweets per week.
The study’s respondents are a sample of 253 top brands from all over the world, including prolific names like Dell, the NBA, and even Facebook), 57 percent (or 145 brands) of which tweeted 30 times per week throughout the research period.
US vs. UK Brands
Brandwatch also pitted US and UK brands against each other, finding that US brands were far more active on Twitter compared to UK brands. Brands in the United States tweeted an average of 221 times a week, compared to just 30 tweets per week for UK brands.
However, researchers also note that that high figure may have been due to an outlier—the survey suggests the maximum number of weekly tweets by US brands was a staggering 2500. That said, Brandwatch concluded that the better gauge would be to look at the median number of weekly tweets. This resulted in a narrower disparity between tweets—32 tweets for US brands, and 23 tweets for UK brands.
The report also shows that some brands use Twitter exclusively for broadcasting. While 69 percent of brands reported to use Twitter as a 2-way channel, that is, a platform for both broadcasting marketing messages and interacting with followers, as much as 25 percent of respondents admit to using Twitter solely as a broadcast channel. Rounding things off is the 6 percent of brands who use Twitter only for engagement, another 3 percent use it to respond to customer inquiries, and finally, 3 percent made up of brands with no account activity at all.
It’s also worth pointing out that the majority of surveyed brands (63 percent) maintained multiple account, an increase of 35 percent from a similar study done in 2012. Dell apparently had the largest amount of accounts, 44, each one for the company’s different departments.
And finally, Brandwatch found that as much as 57 percent of brands tracked for the survey switched tools or at the very least, began to use multiple tools in the past year.