Tweets from people, businesses & brands don’t match up
Researchers say they know when users are going to Tweet – and what type of a Twitter user is behind the accounts.
A team at the Imperial College in London analyzed the Twitter activities of three different types of users: real people, managed accounts (by businesses and organizations) and Twitter bots.
Looking at more than 160,000 tweets, the researchers looked for patterns.
From the time of the day that tweets were sent to the frequency between tweets, they broke down the numbers.
After sorting through the stats, the researchers say they can accurately predict when the analyzed accounts will tweet, and how often they’ll send one of those 140-character digital dispatches.
What’s more is that they figured out that most people (real humans) will be active on Twitter in the afternoons and evenings.
The personal accounts tweet from 7 a.m. to midnight throughout the week, at evenly predictable times.
Managed accounts – whether they’re corporate brands or public figures – are more likely to tweet during business hours, from 8 a.m. to 8 p.m. Monday to Friday.
That creates a small problem, however.
The accounts run by companies are active on Twitter only half the time real people are active. So businesses dumping money into social media marketing are active, they’re just reaching half the audience they could grasp due to operating during business hours.
Looking at the characteristics for each type of user, the study found bots tweet at random times throughout the week.
Are your Twitter followers active on Twitter when you’re active? Do you think there is a mis-match that brands and businesses need to address?