Fostering engagement among Twitter followers

By Banu Raghuraman (@banudesigns)

The opinions are those of the author and do not necessarily represent the official views of Endeavour.

Keeping the audience engaged is not just for the performing arts, but also for associations, more so, for non-profits. Non-profits begin with a passionate cause, close to the community’s heart and they have to continue to strive to keep that proximity in order to spread and raise awareness regarding the work they do. With such a task at hand, almost 70% of associations believe that Twitter followers ignore half of what is shared. After studying the social practices of the 50 largest U.S. associations for four weeks, association management technology comparison agency Software Advice (@SoftwareAdvice) found:

  • 33% of tweets are tips and general knowledge benefitting followers’ professional goals
  • 60% send between 2-5 tweets per day to increase audience reach
  • only 4% of tweets contain promotional content
  • 91% of associations strongly believe that data-driven social engagement strategies were the most successful

More on Software Advice Twitter engagement report is available here.

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