audience engagement on Twitter
August 2014
www.rallyverse.com
@rallyverse
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Social Media Reruns Are Ratings Gold The impact of reposting URLs on audience engagement on Twitter August 2014www.rallyverse.com@rallyverse презентация
Содержание
- 1. Social Media Reruns Are Ratings Gold The impact of reposting URLs on audience engagement on Twitter August 2014www.rallyverse.com@rallyverse
- 2. In planning your social and content marketing
- 3. That is, you should make sure your
- 4. But how much evergreen content is too much evergreen content?
- 5. That is, if you continue
- 6. We pulled the data.
- 7. Specifically, we looked at a single marketer
- 8. That is, 8 URLs were
- 9. Looking at the data a slightly different
- 10. As you can see, only
- 11. With that data set, how
- 12. That is, was there a downside to
- 13. Nope. Not at all.
- 15. In terms
- 17. While the data is noisy throughout, the overall trend line is actually positive.
- 18. That is, Posting URLs more than
- 19. Maybe a few posts were outliers and
- 21. So what gives? Why are
- 22. The short answer is, probably not,
- 23. That is, the URLs in the
- 24. Tweet copy/ accompanying text, including use of
- 25. Given the number of other factors that
- 26. If the exact same Tweet was shared
- 27. But, by varying the presentation of
- 28. Rallyverse Confidential — Do Not
- 29. Oh, and
- 30. Don’t worry: Rallyverse can help ☺.
- 31. Thank You info@rallyverse.com @rallyverse
In planning your social and content marketing strategy, we’re big believers in using your Evergreen Content as often as possible.
Слайд 2In planning your social and content marketing strategy, we’re big believers
in using your Evergreen Content as often as possible.
Слайд 3That is, you should make sure your content strategy has room
for your brand content that isn’t tied to a particular time or event:
Product descriptions, explanatory videos, images, blog posts, how-to guides, etc.
Product descriptions, explanatory videos, images, blog posts, how-to guides, etc.
Слайд 5
That is,
if you continue to post the same links to
the same pieces of content, will your audience get bored and stop clicking?
Слайд 7Specifically, we looked at a single marketer with more than 1,000
followers on Twitter who posted 28 unique URLs between 1 and 7 times in June and July, 2014.
Слайд 8
That is, 8 URLs were posted once, two were posted twice,
six were posted three times, and so forth.
Слайд 9Looking at the data a slightly different way, you can see
how many posts there were by order of post:
Слайд 10
As you can see, only three URLs made it all the
way to elusive seventh spot, while five made it to the sixth (three of which went on to become seventh posts).
Слайд 11
With that data set, how did the average clicks per post
change for each spot in the order of posting?
Слайд 12That is, was there a downside to posting URLs more than
once?
And, as you posted more frequently, did your average clicks decline?
And, as you posted more frequently, did your average clicks decline?
Слайд 15
In terms of average clicks, we don’t see a decline with
each successive post. Not at all.
Here’s another look:
Here’s another look:
Слайд 18That is,
Posting URLs more than once didn’t lead to fewer
clicks per post — it led to more clicks per post.
Слайд 19Maybe a few posts were outliers and were dragging the curve
up and down?
If you tease out each individual URLs clicks versus average by position, you see variance even on the individual URLs:
If you tease out each individual URLs clicks versus average by position, you see variance even on the individual URLs:
Слайд 22
The short answer is, probably not, specifically because it’s very unlikely
that you’re holding everything else equal when you share your owned content more than once.
Слайд 23
That is, the URLs in the data set may have been
posted more than once, but they weren’t posted the same way.
There are plenty of variables that can impact the performance of those posts:
There are plenty of variables that can impact the performance of those posts:
Слайд 24Tweet copy/ accompanying text, including use of hashtags Use of images Time of
day, day of week of publishing
Relevance of the topic at time of publishing
Слайд 25Given the number of other factors that impact the click performance
of a single Tweet, there doesn’t appear to be any downside to sharing a link to the same URL more than once.
Слайд 26If the exact same Tweet was shared again and again, well,
yes, we imagine the audience might get a bit bored.
Слайд 27
But, by varying the presentation of those URLs, and making sure
that the copy is relevant to the topics that matter to the audience, marketers can earn clicks again and again — and deliver value to their audience.
Слайд 28
Rallyverse Confidential — Do Not Distribute
So, go ahead, share it again.
And again. And one more time.
Слайд 29
Oh, and if you’re looking for a tool to help you
manage all of that owned content and posting for you?
