How Much Is A Tweet Really Worth?


So, you’ve decided to set up a Twitter account for your brand. How much return can you expect on that first tweet of the day? The answer: about $25.62.

That’s the conclusion that SumAll, a data visualization and analytics company, reached after a review of over 900 of its customer’s social media efforts. Retweets, they found, diminished revenue a bit – each retweet only garnered around $20.37.

The company also found that the first tweet is the one that generates the most return. After that, it takes about 6-8 tweets a day to double the revenue earned. Overall, though, the company estimates that a successful Twitter marketing strategy could add about 1-2% of revenue to a business annually. The optimal number of tweets per day for a business seems to be about 6.

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Of course, as a spokesperson for the company told me via email, that’s “highly variable from business to business.” Once you consider the average number of eyes that see an individual tweet, the revenue gained is only about $0.005 per impression. That’s lower than other marketing tools and only “a bit higher then an AdWords impression,” according to the spokesperson. In other words, while that 25 dollar figure “seems high it is actually very little value to our sellers,” she said.

Still, some companies can use Twitter more successfully. One of SumAll’s customers gains about $29.34 per tweet, with retweets worth $26.19, with an overall total reach of over 400,000 people. They’re able to leverage Twitter with their successful YouTube channel to get a better return on their marketing.

In the end there, there’s something to be said for the idea that a picture is worth a thousand words – or characters, in the case of Twitter: SumAll found that Instagram followers are worth about 10 times as much as Twitter followers in terms of return on revenue.

Follow Alex Knapp, Forbes Staff on Twitter or Facebook. Read my Forbes blog here.

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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