{"id":73946,"date":"2015-02-16T13:14:24","date_gmt":"2015-02-16T13:14:24","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=73946"},"modified":"2017-03-20T10:02:51","modified_gmt":"2017-03-20T10:02:51","slug":"brands-are-getting-smarter-more-reactive-on-twitter","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/brands-are-getting-smarter-more-reactive-on-twitter\/","title":{"rendered":"Brands are getting smarter, more reactive on Twitter"},"content":{"rendered":"<p><a href=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2015\/02\/Simply-Measured.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-73951\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2015\/02\/Simply-Measured.png\" alt=\"Simply Measured\" width=\"466\" height=\"585\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2015\/02\/Simply-Measured.png 466w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2015\/02\/Simply-Measured-239x300.png 239w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2015\/02\/Simply-Measured-450x565.png 450w\" sizes=\"(max-width: 466px) 100vw, 466px\" \/><\/a>Brands are getting smarter about their presence on Twitter by ditching quantity for quality content that is geared to drive engagement with audiences at ever-higher levels, according to a new Twitter Benchmark report published by <strong><span style=\"text-decoration: underline;\"><a href=\"http:\/\/simplymeasured.com\" target=\"_blank\">Simply Measured<\/a><\/span><\/strong>, a social analytics company.<\/p>\n<p>The study, which is based on the Twitter activity of the <a href=\"http:\/\/www.bestglobalbrands.com\/2014\/ranking\/\" target=\"_blank\"><strong><span style=\"text-decoration: underline;\">Interbrand 2014\u00a0Best 100 Global Brands<\/span><\/strong>,<\/a>\u00a0found that top brands on Twitter didn&#8217;t increase posting frequency\u00a0or audience size dramatically in Q4, yet per-post\u00a0engagement rose by a whopping 85% year-on-year. This suggests that brands are creating\u00a0better, more engaging content to connect with current audiences but it also means that brands are finally getting the hang of what works and what doesn&#8217;t for their business on the microblogging platform, and targeting their approach accordingly.<\/p>\n<p>For example, visuals are known to perform better for brands on Twitter and the research found that\u00a0photos made up 55% of all tweets sent by these companies, and accounted for 57% of all engagement. Similarly, the number of top brands using hashtags more than doubled in the past year, indicating a better understanding of how their brands use, and their networks consume information on Twitter.<\/p>\n<p>The study also highlighted that brands are increasingly using Twitter to respond to queries on Twitter thereby indicating a stronger customer service role via the platform. The Interbrand 100 brands surveyed posted 145,828 Tweets in Q4 2014, which was\u00a0up 25% over Q4 2013 of which\u00a0@Replies accounted for 68% of brand tweets. Moreover,\u00a091% of brands replied to users at least once during Q4 2014.<\/p>\n<p>The level of\u00a0engagement these companies\u00a0have achieved on Twitter throws light on their\u00a0dedicated presence\u00a0on the network but more importantly denotes a shift from a purely proactive to reactive presence on the platform as well\u00a0&#8211;\u00a0a lesson for brands ranked 101 and beyond.<\/p>\n<p><em><span style=\"font-size: x-small;\">Featured Image Courtesy of \u00a0mkhmarketing\u00a0of\u00a0<a href=\"https:\/\/startbloggingonline.com\/\">StartBloggingOnline.com<\/a><\/span><\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands are getting smarter about their presence on Twitter by ditching quantity for quality content that is geared to drive engagement with audiences at ever-higher levels, according to a new Twitter Benchmark report published by &#8230;<\/p>\n","protected":false},"author":322,"featured_media":73956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1449],"tags":[1221,6985,6986,6987],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/73946"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=73946"}],"version-history":[{"count":3,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/73946\/revisions"}],"predecessor-version":[{"id":101086,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/73946\/revisions\/101086"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/73956"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=73946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=73946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=73946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}