The Social Performance Platform
Article Methodology - Optimizing Twitter Engagement
Optimizing Twitter Engagement is a series of articles that uses the Track Social analytics platform, tracking more than 10,000 brands on social media, to analyze what works and what doesn't when it comes to Twitter Engagement.
For information about our Optimizing Facebook Engagement, go here.
Here are the published articles of the Optimizing Twitter Engagement series:

Part 1: Content
Part 2: Frequency
Part 3: Tweet Length
Part 4: Timing of Tweets
To conduct this study we monitored the Twitter streams of 100 well-known brands that are active on Twitter:
A Googler, AT&T, Amazon, American Express, Applebee's, Audi, BBC Breaking News, BMW USA, Brger King, Bath & Body Works, Bed Bath & Beyond, Bulgari, Burberry, CBS News, Chanel, CNN, Chevrolet, Chili's Grill & Bar, Coach, Inc., Coca-Cola, Converse, DISH, Dell Outlet, Deloitte, Disney, Domino's Pizza, Dunkin' Donuts, eBay, ESPN, Facebook, Ferrari Magazine, Firefox, FoodNetwork, Foot Locker, Ford Motor Company, Fox News, G4TV, General Motors, Harley Davidson, HP, Heineken, Hot Topic, Intel, JC Penney, Joyce Meyer, Lamborghini, LinkedIn, Los Angeles Times, Louis Vuitton US, MTV, Macy's, Mashable SocialMedia, McDonald's, Mercedes-Benz USA, Monster Energy, Mountain Dew, NFL, Netflix US,, Nokia, Norwegian Cruise, Oracle, Oreo Cookie, People magazine, PetSmart, Petco, PlayStation, Publix Supermarkets, QVC, Red Bull, Redbox, Research In Motion, Royal Caribbean Jobs, Rugby Ralph Lauren, Subway Restaurants, Samsung USA, Skittles, Sony, Southwest Airlines, Starbucks Coffee, Suzuki Accessories, Taco Bell, Target, The New York Times, Time Warner Cable, Toyota USA, Twitter, UFC, US Navy, United, Verizon Wireless USA, Walgreens, Walmart, Warner Bros Pictures, Wells Fargo, Wendy's, Whole Foods Market, Xbox, ZARA,
Total number of Tweets in study: 50,321
Time Period
Time period: Aug 24, 2012 - Sep 28 , 2012.
The definition of engagement we are using in this study is strictly limited to the response of an audience by retweeting.
For calculation Response By Post Frequency we use a weighting between Per Day and Per Tweet metrics as follows:
Per Day1
Per Post.5
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