A lot of organizations focus more of their engagement efforts on Facebook than Twitter. I think this is because organizations feel limited by the 145 character tweet length. Plus it can be a noisy space. Twitter can be a great platform to engage with people though, if campaigners take the time to have back and forth discussions and not just use Twitter to promote blog posts, press releases or fact sheets. I have personally had some of the most thought-provoking conversations on Twitter about social justice issues and politics. I have seen it be a powerful organizing tool as part of a multichannel campaign.
If you have ever doubted the power of Twitter, check out these statistics that my colleague Anne Weiskopf over at Digiday shared with me. Note, these statistics were provided by Twitter executives.
- 400 million: tweets per day
- 200 million: monthly active users of the services on a 30-day basis
- 100 million: that figure a year ago
- 33,000: tweets per second in Japan during New Years
- 6: median number of brands users follow
- 95 percent: public conversations about TV shows that happen on Twitter
- 80 percent: users on mobile in the UK and Japan
- 78 percent: how much more likely mobile users are to retweet a brand
- 60 percent: users on mobile in the U.S.
- 53 percent: increase in purchase intent from users who saw a promoted tweet
- 50 percent: Americans who see, read or hear about a tweet every day
- 12 percent: higher the click rate for brand tweets with price in whole dollars
- 17 percent: higher the click rate for tweets with a question mark
- 1-3 percent: engagement rates on Twitter ads
I also recommend that you check out this research below by Dan Zarrella of Hubspot, who analyzed the click-thru rate of over 200,000 tweets.