Wondering what brands are the most engaged on Twitter? We wondered too. This New York Times article explores engagement and Twitter.
I also wondered what drives engagement on Twitter and I began my own study by looking at the top 100 brands who had the most Twitter followers. Then using the InfiniGraph.com platform, we added those brands into platform which did the big data crunching. InfiniGraph is different than social media monitoring. It is a interest graph platform.
Mashable has a ton of articles on how social networks like Twitter are trying new things to increase engagement. Here’s a recap article about the study and the actual engagement of the brands we evaluated on Forbes by Mark Fidelman.
There’s certainly lots of definitions of engagement. Here’s a great article by Jay Baer who interviewed David Armano on how brands need to create a iterative strategy around engagement- micro-interactions & incremental customer experience victories. The LA Times has many articles on how brands are using social media and networking. Jon Swartz writes about the abundance of platforms for customers to engage on, hinting that perhaps more is not the answer. Maybe really understanding what engagement means is a beginning. In this case, the InfiniGraph Engagement Platform looked at Twitter engagement as measured by RT’s, clicks and @ replies.
Study of the 25 Most Engaged Brands on Twitter was written about on Mashable and it provides a very nice overview of the study’s results. The details and the results of the study are in this report found here:
Here’s the of the top 25 most engaged brands on Twitter:
1. Notebook of Love2. Disneywords3. ESPN4. Funny Facts5. PlayStation6. Disney7. Chelsea Football Club8. BBC Breaking News9. NASA10. CNN Breaking News11. Instagram12. YouTube13. Facebook14. NBA15. Arsenal16. The Onion17. Disney Pixar18. FunnyorDie.com19. CNN20. National Geographic21. UNICEF22. Dropbox23. MTV24. WWE25. Chanel
Here’s more details on how the study was conducted:
1. We looked at the brands with the most Twitter followers and created a list of 100 of the most followed brands for the month of February 2013
2. We used InfiniGraph.com to crunch all the “BIG” Data in this report
3. See the Engagement Analysis and Platform powered by InfiniGraph
4. The 100 brands with the most followers were put into the InfiniGraph Platform for the time period of 02/2013 to 03/2013
5. The InfiniGraph Platform took the information about each brand and gathered the data you see in this report:
• The volume of posts
• The level of engagement
• The content that is shared by each brand
• What days / times during the day it is shared and
• Compares and ranks it
6. Then the InfiniGraph system creates the graphs you see in this report.
If you are wondering how your brand’s engagement compares to your competitors, you can find out by following these steps:
Search on your own brand at: http://smo.infinigraph.com
Or click on the industry analysis on the right
If your brand is not in the system, request that it’s added
Then select the brands you want to compare to your brand and run the report in InfiniGraph
Study the results of the comparison
Compare how much you post vs the level of engagement
Study the other brand’s engagement capabilities and tactics
And make changes to your strategy and tactics
The study I did was commission by Nestivity and Evolve Capital. And in full disclosure, I work with InfiniGraph and I am proud to be on InfiniGraph’s Advisory Board.