Influencer Growth and Ananlysis / Top 10 Tweets

Posted on by Sasha Grunberg

Personal Analysis

When this class first started, I thought that I knew everything there was to know about Twitter. This, however, was not the case. This semester, not only have I improved my tweeting skills but have also been able to gain and refine so many other social media-related skills.

In regards to Twitter, this class made me realize it was time to split up my handles; I decided that liked the voice and content of my preexisting account but, at the same time, I realized also need a more professional account. Additionally, in splitting my handles, I could have a more narrow focus for my content and followers. I knew that growing this account would take some work, but I knew it was what was necessary. Over the last three months, my account (@sashaallisong) went from 0 followers and a Klout score of 13 in January to 54 followers and a Klout score of 37 in April. While this is defiantly a modest increase, I believe that I have  created a loyal audience of followers all who have very similar interests to mine.

As previously stated, one thing I did really well was the tailoring of my content; most of my content revolved around the PR/advertising world and the fashion and beauty world. Additionally, another thing I think I did really well was incorporate as much rich media as I could into my content. It has been shown that tweets that include rich media, such as photos, generally receive more engagement than those that do not. This pattern followed with my Tweets; almost all of my tweets that included rich media got more attention and engagement than thise that did not. Another thing I think I did really well was interacting with other people and companies that I followed; I would often participate in Adweek’s #AdweekChat and would see a lot of engagement and follows from those posts. Along similar lines, I gained many of my followers from interacting with #NHsmc and a few of the students in #NHstmp.

While there are many areas of my account that I’m happy with, there are some things I could have definitely have done better with. One of the largest areas that I want to improve in is the frequency of my tweets; I often found that I was tweeting a lot on the days we had class or for class but then less so outside of class. I think part of this comes from having two handles; in class and for class assignments I was using one handle, while outside of class I was tweeting, just on a different account. Additionally, one area I could have improved on was I could have been better at using hashtags. I often found that, while I really wanted to use hashtags or I had the right hashtag in mind, I would run out of space to use them. I feel that, in certain circumstances, if I had given hashtags more priority than the content of the tweet I would have gotten more engagements or would have attracted a wider audience.

 

Top 10 Tweets

In choosing my top ten tweets, I looked at a few things. First, and most obIilooked, I looked at the number of likes and retweets I got. Additionally, I looked at the number of engagements each tweet received. Per Twitter analytics, engagements represent the combined number of tweets, retweets, and clicks, or general interactions, with the tweet. Additionally, for each tweet, I looked at the engagement rate. The engagement rate, according to Twitter analytics, is the number of engagements divided by the number of impressions. Another area I considered when looking at my top 10 tweets was the skills the tweet encompassed. While some of my tweets were not successful numbers wise, the skills that they contain or explain, in my mind, outweigh the likes it got. Finally, when choosing my tweets I looked at tweets that I was happy with but knew that knowing what I know now, I could improve upon.

 

Overall, this tweet is the most successful on my account. Beyond the 5 retweets and 17 likes it received, this tweet received 154 engagements and had a 6.5% engagement rate.

There are many reasons why I think this tweet did well. First, this tweet includes rich media which, as previously stated, gains more attraction that content without rich media. Another reason why I think this tweet did as well as it did was because of the tagging the relevant home colleges and departments. In tagging Newhouse, VPA,  and Syracuse, all of the accounts noticed the photo and subsequently retweeted and/or liked the image. After each individual account liked or retweeted, I noticed the likes start pouring in. Another, unplanned, reason I think this photo did so well is the copy. I took this picture with zero intentions other than it was a pretty sunset. In writing the copy, I tried to capture the serenity and ease I felt. What was not apparent to me at the time was that it is college admissions season, so for the university- more specifically admissions- the beautiful sunset picture coupled with the copy I chose, is free, unaltered earned media for them to use.

 

This Google Street View image represents a different kind of rich media and received 5 likes, 2 retweets, 49 engagements, and an engagement rate of 7.6%.

This tweet was the first time I had used Google StreetView to create my own 360 images. With Chucks announcing their closing date the same day, I figured why not capture Chucks from a more immersive perspective? Although this tweet was a success analytically, in posting from GoogleStreetview, I was only able to post the stretched out panorama image to Twitter vs the actual immersive 360 photo. I was able to post the true 360 version to Facebook and all of my friends went wild for the post. This makes me think that – even though this tweet did decently well with just the panorama- the tweet would have gotten more engagement with the full immersive experience.

 

This photo collage tweet received  1 retweet, 3 likes, 64 engagements and had an engagement rate of 17.6%.

Similarly to my most popular tweet, I had little to no intention when sending out this tweet other than noting how similar my personal style and aesthetic is to that of the viral Hipster Barbie Instagram account;  all of my personal branding, including my Twitter profile picture, is “The Preppy Hipster” and, because of this, I figured that this would be a more “fun” piece of content to draw people’s attention to. Along with the use of rich media, I’m really pleased with the way the photo collage formatted itself , specifically on mobile.

This tweet linking out to my Sysomos analysis received 1 retweet, 4 likes, 9 engagements, and had an engagement rate of 1.1%

While this tweet didn’t hit the analytic benchmarks I was hoping for, this tweet is getting a spot on this list of the skills it showcased. In creating the blog post, I used Sysomos for the very first time. As someone who wants to work in social media Sysomos and other similar social listening tools are incredibly important and can be a huge asset on a resume. As stated previously, this handle is my professional account and, therefore, is on my business card and resume, meaning that my Twitter becomes a portfolio of sorts. In choosing to tweet out this link, I’m giving future employers an example of work in which I have used social listening programs and am showcasing my abilities to a larger audience.

This tweet was inspired by members of the press who were barred from entering an open press conference on February 24th and received 4 likes, 2 retweets, 30 engagements and had an overall engagement rate of 6.8%

In creating this tweet, not only was I inspired by current events, but I also jut happened to like the way the light was falling on this wall.

One technique that I implemented with this tweet was re-tweeting and then un-retweeting the tweet. I did this because when I originally sent out this tweet, it was an odd time of the day on a Sunday. I found that when I retweeted the tweet, I got more like than I did when I originally posted.

Although this tweet did pretty well, if I were to go back and recreate this tweet there are a couple things I wish I could change. First, I struggled a lot with saying everything I wanted to say in 140 characters and tag all of the applicable people. If I had a few more characters, I would have added one or two applicable and trending hashtags relating to the issue. Additionally, I probably would have tagged some of the barred journalists and/or the organizations that they work for, such as the new york times, BuzzFeed news, etc. Additionally, I wish I had either cropped the picture a little more or just took it in landscape, to begin with.

This gif about the all too relatable Syracuse weather received 2 retweets, 7 likes, 38 engagements, and had an overall engagement rate of 7.4%.

Along with the use of yet another form of rich media, I think this tweet did well for a few reasons. First and foremost, the gif is a sensation that is not just familiar to those who live in Syracuse, but to anyone who lives in a cold, tundra-like climate; we’ve all had mornings where we’ve had to pry ourselves out of a warm bed only to be thrown into the harsh cold of winter. Additionally, by adding #Syracuse, I was able to reach not only my follower base in Syracuse but the Syracuse community online as well. Second, i think this tweet did well becaise it is different ans not jsut another “stock” gif that has been used time and time again.

This tweet was the promoted Twitter card I used in my viral challenge and received 3 like  21 engagements and had an overall engagement rate of 11.5%.

This tweet represents my very first Twitter card and my very first ad spend. At first glance, I didn’t think creating a Twitter ad would be all that hard. However, once I was on the back end, it was difficult figuring out all of the information to gain the best possible result and attract the greatest audience possible. Additionally, before I chose this as my Twitter card, the original tweet was part of an A/B test. I chose to do an A/B test for two major reasons. First, I wanted to make sure the copy I had resonated with my audience. in doing this, I could have a little bit of validation and “proof” that my copy worked before going ahead and paying to promote the tweet. Second, I conducted the A/B test as a way to figure out what timing would work best for something of this nature. Since my target was students, I wasn’t sure if early afternoon or late at night was the best time to post. This tweet helped me decide that late at night was the best time to post.

Similarly to my Sysomos post, all though this tweet didn’t to as well as I had hoped, I am happy to have it because it serves as another “piece” in my portfolio for future employers and the world to see.

This tweet is the very first Twitter poll I posted and, although it did not receive any likes or retweets, it had 11 engagements and an overall engagement rate of 7%.

Analytically speaking, this tweet was a total flop, however, because it was my very first Twitter poll, I didn’t expect it to do super well. I think one of my biggest mistakes with this tweet was not adding any hashtags other than the class hashtag; I should have added other tags such as #Cereal #Breakfast or #nom. Additionally, putting this poll out at almost 5 pm was not a smart idea as this is not the best time of day for a breakfast related tweet. Finally, looking back, im not thrilled with the copy; it’s kind of funny but I could have done so much better.

even though this tweet “failed”, as previously started, it was my very first Twitter poll. After this tweet, however, I have a better grasp on what works and what doesn’t with Twitter polls, there for making it a “win” in a way.

This photo collage received 1 like, 32 engagements, and had an overall engagement rate of 13.2%.

Throughout the semester I posted many photo collages and this is not only my favorite but was the most successful collage I created.  One reason I love this collage is because it is the first collage I had ever consciously curated; prior to this, all of the collages I have made were collages simply because I wanted to post multiple pictures. However, with this collage, I was able to manipulate and edit all the photos so they matched and complimented each other. Additionally, the layout of these pictures translated really well on both desktop and mobile. While I did play with the size and layout of these pictures so they would arrange nicely, how well it ended up working out was kind of a happy accident.

This #FollowFriday received two likes, 8 engagements, and had an engagement rate of 6%.

this tweet was one of my very first tweets on this account and was my first successful follow Friday. in my mind, this tweet set the tone for my account and gave my early followers a sense of what I am all about and the things and people I like to promote. Additionally, this first Follow Friday was a good way to get my handle going and potentially gain some recognition from people in my industries of choice that I have a lot of respect for.

Growth & Analysis

Start Follower: 0

Start Klout: 13

End Follower: 54

End Klout: 37

Follower Growth: 5300% Increase

Klout Growth: 184.6% Increase

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