Posts Tagged ‘tweets’

Should Tweets Be Scheduled?

Over the past couple of weeks, I’ve been playing with a service called 14Blocks to schedule tweets on my personal Twitter account. By looking at the behaviour of my followers, 14Blocks figures out the best two times during each day that I should post a tweet to reach the maximum number of people.

In practice, it makes complete sense to tweet when you have the highest number of followers online. Based on a report, we published last year about how 92% of retweets happen in the first hour after a tweet has been published, tweeting to as many people as possible seems to be the way to go.

That said, it does seem strange in some ways to have such a structured approach to social media given social media is suposed to be real-time, authentic and engaging. It’s like being at a party but deciding to not have any conversations until the right number of guests appear.

Scheduling tweets may be about maximum impact but I’d be curious to see if it works as well as expected. This is only anecdotal but I don’t see tweets being more or less successful depending on when they happen.

In many respects, a successful tweet hits the mark based on the quality of the content. It may be something that captures the imagination of people because it’s entertaining, striking or different. Or it may be a link to content that resonates.

As much as there is growing interest in managing and structuring social media to be as effective and efficient as possible, it’s an approach that may not consistently deliver bang for the buck.

Being a social robot and sticking to a fixed schedule removes the spontaneity of social media and the flexibility to take advantage of opportunities to engage when they present themselves.

Don’t get me wrong, I think structure is good and there may be a place to schedule tweets but it would be wrong to be a slave to automation.

How Many Tweets is Too Many?

Twitter is easy to use because, after all, it takes little time to knock off 140 characters (or less).

But just because a tweet can be done quickly, does it mean the number of tweets someone does per day is limited only by the amount of time they have to do it?

There are, for example, many people (including some high-profile bloggers, consultants and high-tech industry executives) posting 30, 40 or 50 tweets/day. It raises a few questions:

1. Why do they need to tweet so often?

2. Where do they get the time to do so many tweets? How do they fit all this tweeting in a day of work?

3. Is there anyone out there eager to receive this wave of tweets each and every day?

Personally, anyone who posts more than 20 tweets a day is probably creating noise rather than value. It is difficult to justify following someone who creates so many tweets because they can easily crowd out other people. As well, the quality of the tweets often fails to match the quantity.

A logical suggestion for anyone who tweets so often is maybe devoting their time and energy to a blog in which 500 words is completely acceptable. Of course, blogging is a lot more challenging than Twitter because you need to write in complete sentences, and provide context and perspective as opposed to a quick thought or idea.

To be fair, many people who tweet frequently are offering a wide variety of good content, which wouldn’t be possible if they focused on writing a blog post or two per day.

But you still have to ask whether tweeting 50 times/day is valuable and interesting, or self-serving and indulgent.

What do think? How many tweets/day is “acceptable”?

For details on the most active users of Twitter, here’s some information from a report we did last August.

Exploring the Use of Twitter Around the World

In our initial Twitter report published last June, one of the areas that explored were the countries and cities where Twitter was being used. Not surprisingly, nearly two-thirds of unique users (62.1%) were located in the U.S., while the U.K. and Canada were a distant second and third.

Given how much Twitter has grown over the past six months, we wanted to take a new look at global usage to see if there were any major changes. To gather this insight, we explored our Twitter repository between mid-October and mid-December, 2009 in terms of location (country/city) and overall activity (how frequently people tweet).

For location, the most significant difference in users was a surge in Brazil, which accounted for 8.8% of unique users, an increase of more than four-fold from 2% in June. Twitter users in Indonesia accounted for 2.4% of the population, compared with less than 0.5%, while Twitter users in Germany rose to 2.5% from 1.5%.

Meanwhile, the number of U.S. unique users was 50.8%, a sharp drop from 62.1% in June. This suggests the use of Twitter outside the U.S. has experienced significant growth over the past six months.

Here’s a table showing unique Twitter users around the world from Oct. 16, 2009 to Dec. 16, 2009. We explored 13 million unique Twitter accounts that demonstrated tweeting activity within that period.

(Note: In doing our research, we discovered that almost no one is using the geo-location API tool that Twitter launched last August, with only 0.23% of all Tweets tagged with geo-location. To determine someone’s location, Sysomos uses proprietary technology to infer geography based on user disclosed information which does not rely on Twitter’s geo-location API.)

Screen shot 2010-01-12 at 9.24.53 AM

And here’s the chart from our June, 2009 report.

Screen shot 2010-01-12 at 9.28.40 AM

In addition to looking at the number of unique Twitter users around the world, we also explored the geographical break-down based on the total number of tweets to determine if there were any differences between the two.

The biggest changes are in the U.S., which accounted for 50.9% of unique Twitter users and 56.6% of total tweets, suggesting that Twitter users in the U.S. are more active than many users around the world.

U.K. users accounted for 8.1% of total tweets, compared with 7.2% of unique users, while Brazilian users account for 6.73% of total tweets compared with 8.79% of unique users.

Screen shot 2010-01-12 at 9.31.58 AM

As well, we looked at the leading cities in which Twitter is being used. London has the biggest population in terms of unique users with 2.08%, while Los Angeles has 1.63%, Sao Paulo (1.47%), New York (1.44%) and Chicago (1.2%).

Exploring the Use of Twitter Around the World

The table below shows the leading cities by the number of tweets. New York ranks first with 2.37% of all tweets. This compares with the table above in which New York ranks fourth in the number of unique Twitter users. This shows that New Yorkers are very active Twitter users.

Exploring the Use of Twitter Around the World

Update: For a more extensive list of the countries and cities with the most Twitter users, check out this blog post. You can find all of our social media reports and whitepapers here.

Focus On: Twitter Publishing Tools Market Share

Over the past six months, we’ve taken several in-depth looks at Twitter and how people are using it. This includes the tools and services being used to post and read tweets. As Twitter becomes more popular, the number of publishing alternatives continues to expand in lockstep.

To get a better idea of how people are using Twitter, Sysomos looked at two three-week periods – one in June and another in November – to create comparative snapshots. Not surprisingly, Twitter.com’s market share in terms of how often it is used dropped to 40.5% from 45.7%.

Among the biggest market share losses were posted by Tweetdeck which dropped to 8.75% of total tweets from 19.7% in June; Echofon, which used to be Twitterfox and Twitterfon, dropped to 4.9% from 7.6%; and TwitterBerry, which fell to 0.62% from 1.7%.

The market share winners included UberTwitter, a popular Blackberry application, which climbed to 6.74% from 1.8%; Seesmic, which now offers desktop software and a Web-based tool, rose to 1.26% from 1.1%; Twitterrific, an iPhone app, increased to 1.67% from 1.2%, while Twidroid, a client for Android devices, climbed to 1.25% from 0.8%.

Here’s a chart of the leading Twitter services and tools in November 2009. (Note: The “web” is Twitter.com)

Screen shot 2009-12-08 at 7.53.36 PM

And here’s a chart of the leading Twitter tools and services for June 2009

Screen shot 2009-12-08 at 7.53.49 PM