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B U I L D I N G

A BETTER TWITTER CALENDAR


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TABLE OF CONTENTS
Introduction | 03
Finding a Good Tweet Cadence | 04
Tweeting at the Right Time for Site Trafc | 07
Repetitive Content: When Does Your Audience Lose Interest? | 11
10 Tips for Crafting the Perfect Tweet | 13
Conclusion | 16









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INTRODUCTION
With so many options on how to approach marketing efforts on Twitter,
such as what type of Tweet to post or time of day to post, using data to
drive campaigns helps ensure that brands are making the best decisions.
You may already rely on some type of data to drive your Twitter campaigns,
but is it enough?
In this guide, we outline best practices for understanding your Twitter
audience and how to build a calendar that sets your brand up for success.
Well cover ways to nd your best cadence and frequency, time your Tweets,
and craft Tweets that produce the results you want.










FINDING A GOOD
TWEET CADENCE
Tips for testing your
ideal post frequency
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FINDING A GOOD TWEET CADENCE
Your cadence can have a big impact on your campaign performance. Too
few Tweets can make you seem uncommitted and too many can feel like
spam. So, how many Tweets is just right?
Whether its a new network or a new call to action, experimentation is a
major part of a community managers job description. Despite the risks,
testing new ways to hit your goals is essential, and analysis holds the
keys to success.
To test your efforts, we recommend tracking overall engagement and
engagement per post.
Testing Tweet frequency
To test the effects of changing your Tweet frequency, try this experiment.
Tweet for one week in 15-minute increments and another week in 30-minute
increments. After running this test, examine all the data from each week. You
can use the Simply Measured Account Report or Google Analytics to get this
data, export it into Excel, and compare the weeks side by side.
Ensure that your sample set excludes variables like business hours,
holidays, and other times your brand does not tweet. For example, if you
only tweet in 15 or 30-minute intervals between 6 a.m. and 5 p.m. PST, but
youre reporting on a full 24 hours, you may nd that your data is skewed
after the end of the business day.
Tracking engagement
We performed a test on our own Simply Measured Twitter account and
made an interesting discovery about engagement.
Website visits
After compiling the data from both weeks, we discovered that tweeting in
15-minute increments increased web trafc by 31% and engagement by
89% compared to tweeting every 30 minutes. The engagement numbers
showed that tweeting more often produced more engagement.
Total Visits
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Engagement per post
The most interesting nding was the lack of change in engagement per
post. The natural inclination would be to assume that the more you post, the
more spread out engagement will be and, thus, the lower your engagement
per post. Yet, we found that engagement per post barely changed
between the two. In fact, 15-minute increments even averaged a bit more
engagement (1.4%).
Total engagement
Total engagement improved, too. When there were twice as many Tweets
total engagement followed suit.
Further analysis
This experiment is a great way to help you nd your best Tweet frequency.
You can tweak this analysis and learn even more.
For example, pulling data from a 24-hour period, and then segmenting
engagement and trafc between 6 a.m. 5 p.m. may show you that a large
amount of engagement occurs after business hours. Therefore, posting
more Tweets, more powerful CTAs, and richer content in the evenings
could potentially drive increased engagement. You may even nd that your
audience is tuned in all the time and so implementing this strategy over
24-hour periods helps increase the amount of site trafc you receive.

Pro Tip
Your audience can change so the best way to nd out
how your post cadence affects your engagement rates
is to run this test periodically.
Engagement Per Post
Total Engagement
TWEETING AT THE RIGHT
TIME FOR SITE TRAFFIC
What time of day do you
get the most visitors?
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TWEETING AT THE RIGHT TIME FOR SITE TRAFFIC
Getting people from Twitter to your website is likely a key goal for your
campaigns, but greater frequency isnt always best for getting users to take
action. Tweeting in 15-minute intervals, everyday, between the hours of 5
a.m. and 9 p.m. would produce 64 Tweets per day. Producing such a large
number of Tweets can require a lot of effort and may or may not work for
driving trafc to your website. Thats why its important to prioritize times
and days to Tweet rather than trying to cover each hour of the day evenly.
The key metric to test for site trafc is click-through data from Twitter to
the brand website.
Testing Tweet times
To test site trafc youll need two tools: your Tweet data in an Excel le and
access to Google Analytics.
Gather the data
Youll want to identify how many Tweets were sent each hour. This can be
done manually or by using a Simply Measured Twitter account report, but the
end result youre aiming for is a bucket of Tweets for each hour of the day.
Identify how many Tweets were sent each hour
When gathering your data, make sure your sample size is signicant
enough that it can capture the full scope of your efforts on Twitter. A good
range might be the last two and a half months of Tweets. Well go through
this process using a Simply Measured Twitter Account Report.
After downloading the Twitter Account Report, youll need to create an
Hour column on the reports Sent tab. Using the HOUR function (shown
below) in Excel, select the rst time stamp from column H (not shown).
After you apply this HOUR function to the entire H column, you can lter
your sent Tweets by hour.
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Identify how much trafc is driven each hour
Now, use Google Analytics to nd out how much trafc you drove from
Twitter, by the hour. Set your report to gather data from the correct time
period, select the correct source or medium (your custom UTM codes), and
change the Secondary Dimension tab to Hour. Now, you can see when
Twitter drives the most trafc to your website.













Plot hours, trafc and Tweets together
By plotting the trafc and number of Tweets on a 24-hour timetable, youll
have the ability to measure how these two factors relate. If you want to
change the numbers to their daily averages, divide both the trafc and
Tweets sent column by the number of days in your sample.
What is an UTM code?
UTM stands for Urchin Tracking Module. Its a way for Google Analytics to track a search source, medium, and campaign name.
These codes are simple, and attached to a custom URL that will show you how a user got to your site. UTM codes are great for
keeping track of campaign performance, keyword performance, and referral sources.
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Data collection and analysis
Now that youve plotted your Tweets sent vs. web traffic by hour, you can
see whether the times youre targeting are returning results via traffic.
For example, you may perform this test and discover youre spending too
much effort on pushing out Tweets in the afternoon and not enough on
the early morning.
We ran this test for Simply Measured and found that between 5 a.m. and
8 a.m. Twitter drives a large amount of site trafc, despite a low number
of outbound Tweets. Based on this analysis, we decided to shift our focus
towards tweeting in the early morning hours to achieve improved results.
Once you have an idea of the optimum time for your brand to post on
Twitter, the best course of action is to form a plan and implement it to
ensure your analysis is correct. When we tested our theory about posting in
the mornings, the results were very encouraging. The return on the 5 a.m.
and 6 a.m. hours improved.
Using this data, we realized that much of our audience were probably
early risers or on the East Coast. We noted a huge overall change
between the pre and post-analysis results. In the pre-analysis data set,
30 visits per hour appeared to be the max, but in the post-analysis data
set, the peak is close to 120 visits. Overall trafc improved signicantly,
increasing by 120%.
REPETITIVE CONTENT:
WHEN DOES YOUR
AUDIENCE LOSE
INTEREST?
Test how your audience
responds to the same post
over a period of time
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REPETITIVE CONTENT: WHEN DOES YOUR AUDIENCE LOSE INTEREST?
The words engagement rate of decay may sound frightening. This topic
is the subject of a number of studies about how many times a piece of
content can be re-sent to the same audience without fatiguing readers.
One study in particular looked at the engagement rate of decay using
Twitters lead generation cards.
Testing rate of decay
Patrick Rufni, the founder of Engage, a digital agency in Washington, DC,
conducted an experiment where he tweeted the same call to action 10
weekdays in a row, at the exact same time.
His question was how this would affect engagement. Would it die out after
the rst Tweet? Would it increase as the exposure increased?
Heres the Tweet that he shared, every weekday for 10 days at 3:36 PM:
Tweeting multiple times
What did he nd? He charted signups to the lead gen card here:
Rufni found that submissions dropped off signicantly after the rst Tweet,
but didnt die out completely. The rst Tweet generated a 72% conversion,
meaning the number of people who saw the Tweet and took action. And,
the average across all 10 Tweets was 58%. As Rufni put it, Even if you
limited the repetition to ve Tweets, 65% of the exposure would have come
from Tweets 2-5.
Rufnis experiment can provide a good example for the types of tests a
brand marketer or community manager could use to test Tweet repetition.
While you may feel uncomfortable tweeting the exact same thing every day,
it is a test worth doing.
You also may consider A/B testing Tweets featuring calls-to-action posting
one Tweet at your typical cadence and then testing how your engagement
rate decays when you post another Tweet multiple times. You could even do
this on a cross-channel basis, testing a Tweet multiple times and promoting a
Facebook post as you normally would. You could test different post cadences
like we mentioned previously, or test different types of content to see which
type of content has the slowest decay in engagement.
TEN TIPS FOR CRAFTING
THE PERFECT TWEET
Learn to write Tweets that
catch peoples attention
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TEN TIPS FOR CRAFTING THE PERFECT TWEET
While timing and frequency are important, we want to include some tips
on what youre actually sending out. To get a better understanding of
what makes a Tweet successful, we looked at the data from the 100 top
brands analyzed for our Twitter Marketing Study, and compiled traits of
their top Tweets.
These ten tips are based off an analysis of over 129,000 Tweets from
the Interbrand 100 top global brands. We suggest you test them on your
own Twitter feeds.
1. Size matters: Use Twitters specied aspect ratio for your post images.
2. Use hashtags and links together: Tweets with hashtags
and links outperform Tweets with just one or another.
3. Give clear CTAs: Tweets containing the word click
average 35% more engagement than the brand average.



4. Create urgency: Tweets containing the words right now
or today average higher engagement than the brand average.
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5. Tweet longer: Tweets with fewer than 60 characters see one-third the
engagement of longer Tweets. Brand Tweets that use more than 120
characters perform best.
6. Maintain frequency: Top performing brands average 1-5 Tweets per day.
7. Use pictures: Tweets with images average two times the engagement of
Tweets without images.
8. Choose native image types: Pic.twitter.com links will auto-embed to
actually appear in your Tweets, unlike most other image types.
9. Avoid #hashtag overload: Tweets with more than two hashtags get
32% less engagement.
10. Share links with photos: Links with embedded photos perform 29%
better than plain text Tweets with links.
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CONCLUSION
In your efforts to build an effective and efcient content calendar for
Twitter, you can use data and experimentation to nd the best cadence
of posts and times to Tweet. In addition, testing your engagement rate of
decay will allow you craft Tweets that earn more activity from your audience
over a longer period of time. Finally, composing Tweets that have a higher
impact will improve all of the Twitter content you share.
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