Brands That Don’t Engage On Twitter Risk Losing 15 Per Cent Of New Followers

Follower retention metrics and management more important than ever as businesses invest in Twitter advertising to increase the size of their communities.
Businesses on Twitter will lose fifteen percent of new followers within three weeks unless they make an effort to engage early, according to Twitter management platform SocialBro.

According to SocialBro’s sample data, famous or influential individuals (100,000+ followers) will lose one to three per cent of new followers in the first week and 10 per cent after three weeks. The baseline churn rate increases to five per cent and 15 per cent for companies while ‘ordinary’ individuals can expect to lose 20 per cent of new followers in the first week and 40 per cent over three weeks unless they make an effort to engage with these users.

In a bid to increase follower numbers, brands are spending more on social advertising than ever before and Twitter announced ad revenues of $220 million in the last quarter of 2013; a 121% increase on the same period in 2012.

To help businesses ensure the best possible return on their Twitter ad spend, SocialBro has developed its Follower Retention tool. Launching today, it is designed to help users hold on to their hard won followers.

Javier Buron, CEO and founder of SocialBro, says: “Unsurprisingly, the more influential you are, the more likely your followers are to stick with you. But the bigger your community, the greater scope there is to gain an edge over your competitors by engaging your followers. Our new Follower Retention reports make this much easier by providing you with insight in to how you are performing and helping you to draw conclusions about the quality and relevance of followers you are attracting and keeping.”

With SocialBro, users can track campaigns in terms of quality and engagement and work to improve their follower retention figures. Users can also analyse which strategies work best for their community.

According to Javier Burón, businesses can reduce their churn rate by implementing some simple actions.

He says: “Make an effort to ‘follow back’, using lists to listen to your most important followers. Behind every profile is a real person, so do your best to interact with them, just as you would if they came in to your shop. Mention them; thank them for following you; favourite their tweets. Obviously you need to prioritise those that are real accounts and those that represent a real opportunity, but try not to ignore new followers or they will soon say goodbye.”

Follower Retention follows the launch of SocialBro’s Rule Builder and Mention Helper tools, both of which are designed to help users make the most effective use of their time on Twitter.

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