What do all Twitter users want? Followers – and lots of them. But unless you’re a celebrity, it can be difficult to build your Twitter audience (and even some celebs have trouble). Looking at a half-million tweets over 15 months, a first-of-its-kind study from Georgia Tech has revealed a set of reliable predictors for building a Twitter following.
• Don’t talk about yourself: Informational content attracts followers at a rate 30 times higher than content focused on the tweeter. The study found users talked about themselves in 41 percent of their tweets on average.
• Be happy: Twitter is mainly based on weak social ties (most followers do not know each other offline), which makes it more important to stay away from negative posts such as death, unemployment and poor health.
• Cool it on the hashtags: While hashtags are definitely useful tools for expressing emotional commentary or tying tweets to larger events or issues, they can be abused. Researchers found that the higher a Twitter users’ “hashtag ratio,” the less likely they were to attract new followers.
After identifying 2,800 terms that convey positive and negative emotions, the team scored each term based on a sliding scale of positivity. They were then able to determine whether Twitter users who used each term gained or lost followers.
The team discovered that certain identifiable strategies in message content and interaction with other Twitter users, as well as the structure of one’s Twitter network, have a predictable effect on the number of followers. For example, Twitter “informers” (users who share informational content) consistently attract more followers than “meformers” (users who share information about themselves).
This research bolsters the common wisdom surrounding web marketing in general and content marketing specifically:
- Give away good, actionable information with a focus on the viewer/listener/reader
- Maintain a positive outlook
- Having an opinion is an absolute necessity. However, emotional venting can be a significant liability.