Maximizing Shopper Engagement with Twitter

Maximizing Shopper Engagement with Twitter

August 14, 2013

Annette Maggi, MS, RD, FADA

RDBA Exeutive Director

I have a quote from William Yeats on my desk that reads “think like a wise man but communicate in the language of the people.”  As a retail dietitian looking to influence shoppers across all demographics, you understand that reaching consumers in their language of choice requires you to engage in social media. 

With more than 200 million active users and 340 million tweets created daily, Twitter can be an impactful tool for reaching your shoppers.  While both genders are active on Twitter, users tend to skew to a younger age, typically under 35.  Knowing they prefer this method of communication creates a sound business rationale for increasing your knowledge of this social media site.  Even if you have an account and use it periodically, the following tips can help you maximize your engagement with shoppers through Twitter.

  • Tweets sent over a weekend have 15% higher engagement than those sent during the week.  This doesn’t mean you have to spend your weekends working as there are many sites such as HootSuite and TweetDeck which allow you to schedule your tweets to post over the weekend.  As a side note, tweets posted on Wednesdays and Thursdays have the lowest level of engagement.
  • Use hashtags, but do it sparingly.  Use of 1-2 hashtags can increase engagement by 20%, but more than two drops engagement by 17%.
  • Make it a dialogue.  While you may have promotions and messages you want to push through your Twitter handle, it’s essential to engage with your followers.  Follow them back and comment when it seems appropriate.  Respond to questions or comments made on your tweets. 
  • Just when you got the hang of providing nutrition insights and guidance in 140 characters, they moved the dial to 100!  Using this lower word count increases engagement by 15%, primarily because it allows retweeters to add their own comment.
  • Ask and you shall receive.  Simply asking some of your followers to retweet a tweet can increase your odds of getting retweeted 12x!
  • Let them know who you are by completing your profile on Twitter.  Followers want to know you’re a real person, so share what makes you interesting.  List topics of high interest to you.
  • A picture says 1,000 words.  Tweets with image links have two times higher engagement rates.

Following these tips can help you quickly increase shopper interaction through Twitter, making it more fun and worth your time investment.