In the past, we’ve talked about why engaging your followers is an essential part of using Twitter for your business. Yet, as we noted, there is an abundance of businesses on social media who rarely try to communicate with their customers.
But we’re not just talking about small businesses that simply make Twitter handles and never use them—we’re talking about some of the top brands who frequently update their Twitter multiple times throughout the day.
Recently, Simply Measured, a social media analytics provider, did a study during the final three months of 2013 on the Twitter accounts of 98 of Interbrand’s top 100 global brands.
- About 92% of the top brands tweeted at least one per day.
- The average company tweeted at least 12 times per day
- However, around 54% of these brands sent less than one @reply per day
- Simply Measured noted that “while top brands are dedicating resources to brand promotion, many aren’t engaging with users in a one-on-one capacity.”
Still, one-on-one engagement in a public setting (i.e. Twitterverse) is an important way of showing all of your followers that you are listening. One company who understands the kind of impact this can make is Pizza Hut, which Simply Measured said was “one of the most engaged brands on the list,” averaging about 33,659 @replies during the three-month span –accounting for nearly half of total @replies (68,000) of all Interbrand companies on the list.
Other companies paled in comparison, with top brands like eBay only averaging 5 @replies during the three-month span, Amazon with 4 @replies, and Disney at a measly 1 @reply.
While looking at these numbers may put you at ease for the time being, it should also be a great incentive to push you towards engaging your followers more often. Sure, top brands like eBay and Amazon might be able get away with not replying because of their strong presence, but smaller companies can’t really afford to let customer inquiries slide by. Make sure you make a conscious effort to engage your customers and show them that you care.