Investigating Popular Twitter Accounts
Popular Twitter Brands
We analyzed some of the most popular and engaging twitter accounts to understand how brands communicate through social media.
Identify the most popular tweets, brand style, common phrases, and post formatting. Deconstruct the elements to apply to our existing social media strategy. Try to establish unknown insights from the compiled data.
Marketing Experiment #1:
Our targets are popular but approachable. The conclusions we draw will be helpful to our general audience but may also serve as content worth sharing by the tweeters we analyze.
Out of several thousands tweets analyzed per brand, we examined the following elements:
Total Followers: How big is their audience?
Retweet Ratio: How many tweets were original versus retweeted?
Link Ratio: How many tweets contained links versus plain text?
Common Phrases: We analyzed the phrase count for each brand to identify their style, voice, and message.
Word Cloud: To provide visual insight into the voice of the brand. Also because it’s pretty.
This data should help you design and refine your own social media strategy.
John Lee Dumas created Entrepreneur on Fire as a daily podcast to provide interviews, insights, and guides on entrepreneurship and online marketing.
John Lee Dumas @johnleedumas
56.3K as of this post
59 total retweets (1.84%)
2978 tweets contained links (93.06%)
‘how to‘ appeared 266x
‘on eofire‘ appeared 168x
‘fire nation‘ appeared 164x
‘master journal‘ appeared 141x
‘step by step‘ appeared 120x
‘itunes review‘ appeared 110x
‘so appreciated‘ appeared 109x
‘podcast‘ appeared 103x
‘you can‘ appeared 100x
‘the mastery‘ appeared 100x
Daniel Pink is primarily an author of psychology, influence, and business. He hosts a podcast and is a public speaker.
Daniel Pink @danielpink
384K as of this post
931 total retweets (29.09%)
2412 tweets contained links (75.38%)
‘crowdcontrol‘ appeared 84x
‘how to‘ appeared 75x
‘new book‘ appeared 57x
‘the best‘ appeared 45x
‘the world‘ appeared 40x
‘the most‘ appeared 39x
‘to make‘ appeared 37x
‘happy pub‘ appeared 33x
‘congrats to‘ appeared 33x
‘be a‘ appeared 30x
Chris Brogan is the CEO of Owner Media Group, a business growth company. He also has written books on entrepreneurship and is a public speaker.
Chris Brogan @chrisbrogan
353K as of this post
85 total retweets (2.66%)
1527 tweets contained links (47.72%)
‘get started with‘ appeared 41x
‘thank you‘ appeared 36x
‘my newsletter is‘ appeared 33x
‘how do you‘ appeared 33x
‘can help‘ appeared 30x
‘i can help‘ appeared 28x
‘what i do‘ appeared 27x
‘want to get‘ appeared 27x
‘the best of‘ appeared 26x
‘simple and free‘ appeared 26x
Derek Halpern is the owner of Zippy Courses, an online education platform. He also runs several online courses in copywriting and business building.
Derek Halpern @derekhalpern
70.2K as of this post
167 total retweets (12.42%)
366 tweets contained links (27.23%)
Our analytics tool only managed to pull about half of the normal data from this account.
‘rt @ramit‘ appeared 28x
‘periscope‘ appeared 26x
‘live on‘ appeared 24x
‘email [email protected]‘ appeared 12x
‘zippy courses‘ appeared 8x
‘what do you‘ appeared 8x
‘if you know‘ appeared 8x
‘how to‘ appeared 8x
‘me an email‘ appeared 8x
‘you need to‘ appeared 7x
John Jantsch owns Duct Tape Marketing, a small business online marketing agency. He is also a speaker, author, and consultant.
John Jantsch @ducttape
116K as of this post
194 total retweets (6.06%)
2938 tweets contained links (91.81%)
‘check out‘ appeared 138x
‘how to‘ appeared 58x
‘my interview with‘ appeared 39x
‘duct tape marketing‘ appeared 39x
‘listen‘ appeared 36x
‘the rest here‘ appeared 35x
‘this quick excerpt‘ appeared 34x
‘how to create‘ appeared 30x
‘how to get‘ appeared 28x
‘seo for growth‘ appeared 27x
Guy Kawasaki is a co-founder of Alltop and evangelist for many notable brands.
Guy Kawasaki @guykawasaki
1.5MM as of this post
292 total retweets (9.13%)
3163 tweets contained links (98.84%)
‘daily paper‘ appeared 89x
‘how to make‘ appeared 41x
‘in my latest‘ appeared 27x
‘an evangelist‘ appeared 27x
‘you want to‘ appeared 26x
‘to make the‘ appeared 26x
‘my latest udemy‘ appeared 26x
‘do you want‘ appeared 26x
‘closer look at‘ appeared 26x
‘the art of‘ appeared 23x
Pat Flynn is the host of the Smart Passive Income podcast. He is a published author and resource for entrepreneurs.
Pat Flynn @patflynn
148K as of this post
136 total retweets (4.25%)
1096 tweets contained links (34.25%)
‘appreciate you‘ appeared 86x
‘i appreciate‘ appeared 38x
‘so much‘ appeared 35x
‘thank you‘ appeared 34x
‘thanks for‘ appeared 29x
‘looking forward‘ appeared 19x
‘smart from scratch‘ appeared 17x
‘your business‘ appeared 12x
‘of my favorite‘ appeared 10x
‘awesome thanks‘ appeared 10x
Melinda Emerson is a small business consultant most notable for her advice column on the New York Times.
Melinda Emerson @smallbizlady
342K as of this post
457 total retweets (1.43%)
2130 tweets contained links (66.56%)
‘your small business‘ appeared 259x
‘how to participate‘ appeared 165x
‘to participate in‘ appeared 115x
‘your own boss‘ appeared 113x
‘to grow your’ appeared 92x
‘how to become’ appeared 91x
‘my mastermind group‘ appeared 89x
‘a small business‘ appeared 64x
‘find out how‘ appeared 47x
‘life planning journal‘ appeared 44x
Tony Robbins is most famous for his appearance on the early 2000s romantic comedy “Shallow Hal”.
Tony Robbins @tonyrobbins
3.02MM as of this post
1409 total retweets (44.03%)
2184 tweets contained links (68.25%)
‘tony robbins appeared 69x
‘change your life‘ appeared 25x
‘of your life‘ appeared 24x
‘the power of’ appeared 22x
‘not your guru‘ appeared 21x
‘my dear friend‘ appeared 19x
‘how to‘ appeared 19x
‘you need to‘ appeared 18x
‘to financial freedom‘ appeared 16x
‘master the game‘ appeared 16x
We categorized the most common phrases in order to identify how each Twitter brand engages with their audience. By understanding these phrases, we can build our own Twitter engagement strategy following the best practices of industry leaders.
Actionable phrases such as “how to”, “step by step”, “to grow your”, and “you want to” are among the most common phrases. Providing helpful guides on developing your craft increases your perception as a thought leader. You make yourself a brand worth following for good information.
Enablement phrases such as “you can”, “change your life”, and “get started with”, “be a” helps empower your audience with the confidence to take action. Audiences are engaged with ideas and content that motivates.
Engagement phrases such as “what do you”, “if you know”, and “how do you” create conversations with your audience and increase user participation. Increased participation improves relationships and seeds the action around your brand. An active audience is more likely to share material and reach your content elsewhere.
Self Promotional phrases such as “[your brand]”, “[your alternative channels]”, “in my latest”, “what I do”, “the rest here” assists in promoting the other areas of your online presence. Popular methods include asking for reviews or ratings, sharing your premium work, pointing to your website or other content available on different social media channels.
Cross Promotional phrases such as “congrats to”, “this quick excerpt”, “my dear friend”, “my interview with”, and “of my favorite” points your users to other brand names you work closely with or are featured on. This method helps you strengthen relationships with other influencers and expand your reach.
Gratitude posts such as “thank you”, “I appreciate”, and “thanks for” is an easy way to show appreciation to your audience and humanize your image. These posts increase brand loyalty, provide positive feedback to your audience, and strengthen your existing user base.
Opinion phrases such as “the most”, “the world”, “listen”, “the best”, and “looking forward” is a casual way to continue user engagement by offering personal insights on subjects you care about.
There appears to be a correlation between retweet count and total followers. This may be a result of having a larger audience sending helpful information worthy of retweeting. It also may be a result of a methodology for increasing brand awareness.
While the link ratio varies from brand to brand, all of them included a link in at least 1 out of 4 posts. Many of the brands had way more links in their posts (as high as 98%).
Each brand has a distinct style they prefer when engaging their audience. But there are clear trends in content, format, and engagement. You will come up with your own style of engagement. Now that you understand the framework of a successful Twitter account, you can refine your posts for increased engagements and strong brand building phrases.
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