Engage Twitter Audiences, Gain High Return on Investment

Earlier this year, Time’s social media editor, Allie Townsend, and social media associate, Amy Lombard, announced their list of “The 140 Best Twitter Feeds of 2012.”  After perusing the list, I started thinking about what Twitter users top the charts in my book. The ones that came to mind engage audiences and appear to translate into high return on investment (ROI.)

Top 3 Twitter Users:

- @IsaChandra

- @peoplemag

- @katiecouric

@IsaChandra:

Isa Moskowitz, a vegan cookbook extraordinaire, excels by providing relevant info to her followers. In a week’s time, followers can expect pictures of Isa’s baking, as well as the occasional new recipe. She also does a great job answering her followers’ questions, like “how do you use agar?” Moskowitz has developed a following that views her as an authority on vegan cooking and baking. Showcasing her newest creations keeps readers enticed and dying for the next recipe or cookbook. This seems like the perfect formula for high ROI.

Quick Facts from March 18-March 24:

-       In a week’s time, @IsaChandra tweets approximately 40 tweets for an average of five tweets per day.

-       Of those tweets, about 15 include photos.

-       She posts approximately one new recipe per week.

 @peoplemag:

People Magazine, known for its celebrity news, uses Twitter to quickly communicate the newest gossip. The account rarely retweets, which seems to enhance People’s reputation as an accurate source. Each tweet conveys info succinctly. Additional info, in the form of a link to the full story, is almost always provided. This method translates into higher clicks to the main website and possibly more purchases at the newsstand. The tweets are mixed up from time to time with fashion and beauty advice, as well as some user interaction. This keeps the profile fresh and interesting.

Quick Facts from March 18-March 24:

-       In the past seven days, @peoplemag tweeted approximately 72 times for an average of 10 tweets per day.

-       About three tweets included fashion and beauty advice.

-       The majority, approximately 60 tweets, included links to full length stories.  

@katiecouric

Katie Couric’s use of Twitter is based around user engagement. Many of her tweets are responses to followers. Not only does she reply to fans’ questions, she also invites them into her life. She posts pictures of herself at work, basketball games and with family. This makes users feel connected with Couric. Throughout the personal interaction, Couric tweets news stories. Followers see Couric as a friend and credible news source. As her new talk show airs, this interaction could lead to higher ROI.

Quick Facts from March 18-March 24:

-       @katiecouric tweeted 50 tweets in the last week for an average of seven tweets per day.
-    Nearly one third of tweets featured a personal photo. 
-    Couric provides approximately two news stories daily through Twitter.