Is your brand active on Twitter? Are you wondering why you’re not generating fresh leads? Are you coming up short in regards to growing your audience?
There is a fine line between success and failure on Twitter. While some brands are killing it, others continue to come up short as they aren’t putting enough effort into one key area: engagement.
You can share as many updates as you would like, but these don’t do you any good if you’re coming up short in regards to engagement. After all, this is what Twitter is all about.
There are four forms of engagement on Twitter:
It should be your goal to achieve positive day-to-day and week-to-week growth in all four of these areas. As long as you’re seeing steady growth, you’ll soon come to find that your high engagement rate is bringing many benefits to your brand, such as increased leads and a growing network.
Taking things one step further, you should keep close tabs on the Tweets that generate the highest engagement rate. We calculate engagement rate as follows: (Replies + RT’s + Favorites) ÷ total followers.
As you come to understand which Tweets have the highest engagement rate, you’ll begin to see what type of content you should be creating and sharing.
For example, you may find that your audience loves to engage when you post links to industry studies and blog posts. Conversely, you may also learn that they don’t care too much about product and/or service updates.
Here’s the way you should look at it: if you’re going to use Twitter, you might as well put yourself in position to succeed. This means doing whatever you can to boost engagement.
How do you feel about your Twitter engagement rate? Is there room for improvement? Do you have any advice to share?