SOURCE: Simply Measured, Inc.

Simply Measured, Inc.

February 10, 2015 10:00 ET

Brand Engagement on Twitter Rises 105 Percent Year Over Year

Engagement Rate Rises Faster Than Both Audience Growth and Brand Postings, Signaling Continued Emphasis on Platform for Interbrand 100 Companies

SEATTLE, WA--(Marketwired - February 10, 2015) - Simply Measured, the leading social analytics solution, today released the Q4 2014 Twitter Benchmark Report analyzing top brands and their activity, audience growth, and engagement rate on the social media platform. Simply Measured found that total engagement for brands rose more than 105 percent year over year in Q4 2014, outpacing both audience growth and brand posting rates. This uptick signals increased sophistication from brands when targeting customers, as well as a general increased comfort level for Twitter users interacting with branded content. In addition, the brands measured also grew their audience size by 37.5 percent year over year and increased posting by 11 percent over the same time period in 2013.

The Simply Measured Q4 2014 Twitter Benchmark Report is part of a quarterly series measuring the Top 100 Interbrand Global Companies and their activities on social media from October 1, 2014 to December 31, 2014. The Interbrand 100 brands are ranked at the end of each year based on several factors, including market, competitive and financial data. The Twitter report looked at a variety of data points, including post frequency, follower growth, overall consumer engagement and trends in brand posting.

"As brands continue to integrate social media strategy into their overall marketing plan, it's a constant struggle to decide where to allocate resources. With all the channels and different market opportunities, it's encouraging to see the original social networks still growing and providing brand engagement at such a high rate," said Jeff Bullas, author and digital brand strategist. "The increased engagement rate shows that more users are not only jumping to Twitter, but also becoming more comfortable engaging with brands on the network."

Key findings from the report include:

Brands fully adopt Twitter as a social channel driving brand engagement. 95 percent of the Interbrand 100 brands studied in Q4 2014 tweet at least once a day, representing an increase since 2013.

Customer service on Twitter remains a growing focus for brands. Overall brand posts, @replies and Retweets were up 25 percent in Q4 2014 year over year. The steep rise of @replies and Retweets by brands likely represents the rise of companies addressing customer service concerns on Twitter. The ability to have a real time, two-way conversation with consumers to resolve issues gives brands a way to receive feedback quickly and effectively.

Content is crucial to social success. The number of Retweets of brand Tweets has increased 65 percent since Q4 2013. Brands are not only becoming more sophisticated at marketing to the fast-paced world of Twitter, but they're also creating higher quality content, leading to consumer willingness to share the posts on their own feed.

Consumers are engaging more frequently. While overall engagement for brands has more than doubled, per-post engagement is also up signaling more frequent interactions between brands and consumers on Twitter. Per-post engagement is up from 91 average interactions per post in Q4 2013 to 168 average interactions per post in Q4 2014.

"There is an increasingly scientific approach to the art of social marketing," stated Adam Schoenfeld, Simply Measured CEO and co-founder. "The most effective brands have proven success by the continued rise of engagement with their audience. The key to developing a winning social media strategy lies in the data. Brands that use social data to set their strategy, plan their campaigns, and later measure and optimize their tactics, continue to see real value in social marketing. At the end of the day, social media provides an exciting opportunity for brands to engage customers in new ways, but only the brands with a practical, data-driven approach are able to consistently rise above the noise as the landscape changes."

Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data, allowing them to define their social strategy and accurately measure and optimize their tactics for maximum impact. Built exclusively in Excel and hosted online, Simply Measured provides marketers with the flexibility and customization they need, but includes the ease of use and accessibility that a cloud solution provides. By partnering with the leading social networks including Facebook, Twitter, LinkedIn, Instagram and Tumblr, Simply Measured allows users to take social data and create visual reports that help derive insights from their marketing activities.

To learn more about Simply Measured's social analytics platform, visit www.simplymeasured.com or read more on the Simply Measured blog.

About Simply Measured
Simply Measured is the leading social analytics solution used by brands across the globe to plan and set strategies, measure performance and optimize their tactics for maximum impact. With more than 40 unique reports sourced from the top social platforms including Facebook, Twitter, LinkedIn, Google+, Tumblr, Instagram, YouTube and Vine, Simply Measured turns social media data into beautiful, customizable reports that are easily analyzed and shared. Based in Seattle, Washington, Simply Measured supports more than 35 percent of the Interbrand 100 and has more than 100,000 users. Learn more at http://simplymeasured.com.

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