When analyzing one billion mentions earlier this year, we discovered that at 67%, the majority of company mentions online are delivered via Twitter. Wanting to know more about how people interact with companies on Twitter, we crunched the numbers again, this time analyzing about 36 million mentions delivered to 23,000 companies on Twitter alone.

The results were five surprising figures that will help improve your Twitter strategy. We decided to produce an infographic on these figures, asking some of our favorite social media experts to provide analysis for each data point. Since only one sentence per expert made it into the infographic, we felt that it was unfair to keep all of this Twitter goodness to ourselves. So throughout the following weeks, we’ll be sharing with you what they had to say, starting with Rand Fishkin of Moz on this data point:

On average, companies’ names are mentioned in 39 tweets / day and 273 tweets / week

Rand Fishkin

He says:

“The quantity of interactions on Twitter may now rival many businesses interactions through their customer service teams. If you’re not listening to and engaging these folks, you’re likely hurting many customers’ and potential customers’ opinions of you.

Many companies assume that Twitter’s audience is niche, but it’s both growing overall and growing particularly fast among young demographics. These numbers are almost certainly going to grow, increasing the importance of having a great person or team managing the responses. 

A mention is an opportunity for a conversation, which means an opportunity to learn, to influence, and potentially earn amplification. Whomever handles your community engagement should find ways to hopefully leverage all three of those chances in their interactions.”

What you can do to improve your Twitter strategy

  1. Listen to what people are saying about your company on Twitter.
  2. Use a media monitoring tool (like Mention) to capture company mentions that don’t use your “@” handle.
  3. Integrate your support and community teams (everyone on the team should have their hand at support at some point, even if it’s only for a couple of days).
  4. Respond to all company mentions with helpful, supportive information.

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Shannon Byrne is the Content & PR Manager at Mention where she crafts words, creates strategies, and recruits loyal advocates. She’s based in New York. Get in touch with her at @ShannnonB.