Sorry, Marketers, You’re Doing Twitter Wrong

Most marketers are tweeting too much on the wrong days, not using hashtags enough and almost never do the one thing that will dramatically boost their retweets — ask for them — according to a new study looking at how marketers use Twitter from Buddy Media.

The social media marketing firm, which was recently acquired by Salesforce, looked at 320 Twitter handles from the world’s biggest brands from Dec. 11, 2011 to Feb. 23, 2012. Among the findings: Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays. However, most brands aren’t taking advantage of this phenomenon and, on average, only 19% of the brands’ tweets were published on the weekend. If a brand spaced its tweets out evenly throughout the week, then 28.6% should occur on the weekends. A full copy of the report can be found here.

Depending on the industry, the difference between weekday and weekend engagement is even more stark. The weekend produces 30% higher engagement for fashion brands, for instance. Publishers also enjoy a 29% higher engagement on Saturdays, when consumers are presumably catching up on the news of the week. Yet only 7% of tweets from publishers actually occur on Saturdays.

Read More: