The number of unique users who are engaged with the microblogging service continues to grow, giving brands and organizations more and more opportunities to drive the conversation.
▶ Engagement Outpacing New Users: One of the greatest parlor games on Wall Street right now is how Twitter is going to make money. Spurred, in part, by the World Cup, revenue grew 124% in the second quarter, from a year earlier, along with a reported net loss of $145 million. “Timeline views” (how much people are using the service) fell 7% during the same period. But PR pros need to keep the big picture in mind when it comes to deploying Twitter as a marketing vehicle: As of June 30, Twitter said, it had 271 million monthly average users, up from 255 million as of March 31. According to an exclusive study for PR News conducted by Shareablee, total unique engaged users grew 140% in June, compared with the same period last year. “Engagement [is] far outpacing the number of new people active on Twitter,” said Tania Yuki, CEO of Shareablee. “This reveals that Twitter is becoming increasingly significant when it comes to brand communication, and is moving beyond a place to receive messages, to a true channel to participate in brand conversations.” The average brand is now tweeting between 4-5 times per day, so getting noticed and staying top of mind is mission-critical, Yuki said.
METHODOLOGY: Twitter Unique Engaged Audience refers to the number of unique people within the U.S., who retweeted, favorited or replied to brand content within the time period. Shareablee collects total interactions of more than 50,000 brands.
This article originally appeared in the August 11, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.