The Science of Marketing – Twitter

The Science of Marketing – Twitter

I read multiple books at a time. This baffles my wife, since she claims that if she did that, she wouldn’t be able to enjoy them. As for me, I always have this looming feeling that I have no time, so I must acquire as much information and knowledge as possible and the quicker the better.

Anyway, one of the books I’m reading is called The Science of Marketing: When to Tweet, What to Post, How to Blog and Other Proven Strategies by Dan Zarrella. Zarrella is a viral marketing scientist at Hubspot, Inc., a marketing company. Basically, Zarrella conducts research on a number of social media tools and platforms and analyzes and interprets that data. Partially because I want to be able to look back and remember what I read, and partially for your benefit, I will be sharing the tips I find most useful from the book.

Today, we’ll be looking at Twitter.

Much of Zarrella’s findings go against what we hear by nearly every self-professed marketing guru, “start a conversation,” “engage your audience.” As Zarrella’s vast research shows, “highly followed accounts tend to spend a lower percentage of their tweets replying to other accounts, they are less conversational than less followed accounts.” Zarrella has the numbers to prove this.

Of course, he also asked the logical follow-up question, what are the most followed accounts doing then? What he found is that the most followed accounts tweet more links than their lesser followed counterparts. In other words, “these accounts did not build their reach by being in conversations; they built it by sharing content in a broadcast fashion.” Zarrella’s advice is then to not spend so much time responding to everyone’s tweets and retweets, but instead focus on sharing interesting facts, quotes and links.

“Establishing yourself as a source of useful, novel content is the most data-supported strategy to more followers and retweets.”

Another thing that Zarrella found is that unless you happen to be a celebrity, no one wants to hear that much about yourself. So, make sure that most of the links and facts you share are not about you. This doesn’t mean that you shouldn’t share you products or services, but that you shouldn’t constantly do it. Don’t oversell yourself.

I’ll also share some of Zarrella’s most common words and phrases found in retweets:

1. you
2. twitter
3. please
4. retweet
5. post
6. blog
7. social
8. free
9. media
10. help

On the flipside, here are some of the least retweetable words:

1. game
2. going
3. haha
4. lol
5. but
6. watching
7. work
8. home
9. night
10. bed

There you have it. Next week I’ll share more insights on another chapter. If you’re in marketing, you should consider buying the book.

With all this Twitter talk, you can request to follow me @lovedoesntletgo


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