Building a Content Calendar for your Non-profit or Association

A content calendar is essential to successfully managing an organization’s social media platforms. A content calendar is a day-by-day, week-by-week or month-by-month schedule detailing the type of content you will be posting on social media.

A content calendar is a lot of things, but its main draw is that it keeps you focused, efficient and effective. A content calendar keeps you focused on the articles, issues, programs and announcements that are most relevant to your community. A calendar helps you to be more efficient so you’re not sitting at your desk for hours every day thinking of content to post about. A calendar also helps you monitor which topics are most popular as well as which posts are most engaging.

Below, you can find an example of the seven most common forms of content that a non-profit might tweet about and an example of how thee types of content might fit into a weekly calendar. But before you check that out, here are a few ground rules to remember when creating your own content calendar:

Ground Rules

- Don’t marry your content calendar. Be flexible. If breaking news affects your organization’s community, make room in your calendar for a post about it. If a member does something worth noting on a particular day, recognize it, even if it’s not in your original plans.

- Keep track of its effectiveness. Once you have a calendar in place, keep an eye out for which topics, which days and which times get better engagement. Tailor your calendar to this data and, once again, be ready to be flexible.

- Consult colleagues and members when building your content calendar. Ask them if there are any issues that you should focus on or if there are any members doing anything notable in the near future.

The Seven Types of Non-profit Content and How to Fit Them Into Your Twitter Content Calendar

*This content calendar is based on 17 tweets per week (three per weekday and one each on Saturday and Sunday).

Recognition

Recognizing members is crucial to your organization’s success. After all, helping members succeed is what your organization is all about, isn’t it? Show your members you care and show the world that your members achieve great things by frequently recognizing your members.

Recognition Calendar

Events

Twitter is a great platform to promote your organization’s events, whether it’s a fundraiser, a conference or a networking meet up. A content calendar will help you organize your thoughts on the event, remind your members without annoying them and target different demographics by generating fresh perspectives.

Event Promotion Calendar

Organizational Promotions

Your organization probably has a whole lot of programs, initiatives and benefits you want your members to take advantage of. Tweeting about them is a great way to not only let people know about these initiatives, but also how your community can access them and benefit from them. Highlighting these promotions in your content calendar helps you pinpoint the right promotion to showcase, at the right time, in the right way.

Organizational Promotion Calendar

Media

When we say media, we mean pictures, videos, infographics and the like. Visuals have been shown to help boost engagement and can be added to a tweet about an event, a how-to or member recognition to give it more oomph. Sometimes media takes a while to source, as you may have to comb through several resources, like followers who are members or YouTube, to find a perfect fit. That’s why scheduling media will help you save time and still be aces online.

Media Calendar

Original Content

Original content is content that your association or non-profit has created itself and is not from another source, such as an organization’s blog, an open letter from the president, a newsletter, etc. Original content is absolutely crucial to engaging your community and getting the most out of social media. Original content drives traffic to the website, gets people talking and shows your organization in action. Developing the right timing for posting original content is part a great social media strategy, which why a content calendar can be your best friend.

Original Content Calendar

Industry News

Sparking engagement and creating value for members is all about providing relevant content that will be useful to your organization’s community. Tweeting about the latest news, trends and techniques in your association’s industry will definitely help you stay relevant and valuable to followers. Finding the most relevant material and fitting it into your content calendar ensures that your members receive the most timely news from the best sources without overloading them with information.

Industry News Calendar

Fun Stuff

You’re organization’s Twitter account is informative, engaging, promotional and helpful, but it has to let its hair down once in a while. Your members will appreciate some fun, relaxed, but still relevant content on your Twitter account every so often. Show your members they can have fun by following your account; it could lead to a lot more loyal followers and increased engagement.

Fun Stuff Calendar

And there you have it, a complete week’s worth of content all mapped out!

Remember, a content calendar is important to effective, efficient tweeting, but also remember to have some fun with it and be ready to change things up if current events drop from out of the blue.

Which Stats Really Matter to Your Non-profit’s Social Media Community

Class is back in session after the summer break and while the members of your organization’s community have probably swapped lockers and backpacks for offices and briefcases, they still have a desire to learn.

Education is one of the biggest reasons why people join an organization. Access to specialized information was the number two reason people joined associations in 2013 and education came in at number 5, according to a study by Greenfield Services.

Your community wants to know about the latest trends in the industry to further their careers or how to initiate change to address a certain social issue. Social media is a prime channel for your organization to provide its community with this information, but it’s crucial to know which facts and figures will benefit members the most and which ones are just fluff.

Here are four stats that your community will want to know about and tips for doing it through social media:

Salary Survey Stats

Many associations conduct a salary or compensation survey to track the industry environment and professional development of their members. The stats that come from these reports usually include average salary, benefits packages and vacation pay. The survey usually includes comparisons with past years, geographical locations and sizes of the organizations where members work.

The data that is collected from these surveys are definitely what your members want to see and your association wants to share. Salary surveys tell members how they are perceived by employers and what their value is to an operation. It also provides a glimpse of what the association is doing to increase awareness of the role of members in an industry and their importance in that industry. Both these things go a long way to improving the professional lives of members and growing support for your association.

The Road from your Pocket to Impact

When a donor contributes to a cause, they want to know where their money is going and how it gets there. A good non-profit knows how to be accountable and showing these types of stats will help your organization stay transparent, trustworthy and engaging.

To give your donors a vision of how their money is spent and how it makes an impact, illustrate where every cent of a donated dollar goes, if possible. Track it from the pockets of your donors to the organization, to the travel and finally to the person, people or project that it was sent to. Track stats that quantifies the donation, such as one quarter equals one brick. Don’t forget to tell stories that take the numbers and make them personal. Your donors will appreciate knowing where their money goes and will feel like they have been on a journey with your organization.

Member Benefit Advantages

Almost every association offers tangible, financial member benefits from discounts on events, access to exclusive articles, insurance breaks, cuts on travel expenses and the like. And almost every professional in your industry knows about these benefits. What they may not know is how it affects their lives. This is where the stats come in.

Simply telling members and potential members that they will save money in their professional and personal lives by joining your association is not enough. You can’t just answer the question, “How?” but also “By how much?” Calculate the costs your members could save by taking advantage of programs. Present the data separately or all at once to show how much of a difference it could make in a year. Some benefits of an association aren’t quantifiable, but for those that are, exposing them to your members is a must.

The Problem and How to Solve it

Not every problem is in your face and out in the open. That’s part of the reason your organization needs a communications team; to increase awareness of an issue and encourage people to join in an effort to solve the problem.

But people want to know more than that. They want to know how big a problem is, who it’s affecting and how it can get better. Stats are a great way to let people know the scope of an issue and how it is or could affect them. Facts and figures on solving the problem, such as how many supplies your financial contribution equals or how many hours it takes to build a facility, act as a call to action. These statistics empower people to not just know about the issue, but act on it as well.

How to Serve Your Stats on a Social Media Platter

We have one word for you: infographics.

Infographics are a great way to present information in an engaging and visually appealing way to your organization’s community. Not only are they great to have as a blog post or as a supplement to one, they can also be tacked onto a tweet, made into a pin on Pinterest or added to a Facebook post or album. Visuals rule right now and there is no better way to capture your audience’s attention, and participation, like an infographic.

Which Stats are Best #1

An example of using stats to appeal to an association’s potential members

 

Which Stats are Best #2

An example of using stats to appeal to potential donors.

Remember, stats aren’t everything. People want to see a human side of your organization. Combining the statistics we’ve talked about in this post with one or more stories of how it has affected a real human, whether it’s a staff member, donor, member, etc., is a potent way to use social media, strive towards your goals and encourage others to join you on that path.

Hot or Not: Answers to Social Media FAQs for Non-profits

There are a few frequently asked questions we receive when we talk to non-profit or association executives about social media platforms. But instead of just explaining the ins and outs of each question, we’ve gathered five of them and enlisted the help of the fashion magazine staple; hot or not. Here they are:

Responding to Retweets and Favourites: Room Temperature

We’re going to walk the line between hot and not for this first one because there really is no right answer. Many people give a small shout out to those who retweet or favourite a post from your organization. It’s definitely a nice touch, but it’s not 100 per cent necessary.

While it’s not improper etiquette to just let these interactions be, it doesn’t take a whole lot of extra effort to write, “Thank you for retweeting us! Glad you like the article/tweet/question. Let us know if you have any other feedback,” or something like that. Who knows, it could even start a nice conversation that might lead to a very happy member, donor, sponsor or volunteer!

Posting Every Two to Three Days on Facebook: Hot

Social media is a fickle beast. Some platforms, like Twitter and Instagram, want you to pay attention to them every single day. Others, like Facebook, are okay with having your attention every other day.

While it’s definitely important to check Facebook several times a day to monitor discussions and track statistics, it isn’t at all necessary to post a status every day. Actually, it can grow quite tiresome for some people to see content from an organization clogging their newsfeed, even if it’s from a non-profit or association they care about.

Save your best content for Facebook so people aren’t skipping by your posts that are only there because you thought you should post every day. Make it fun, engaging and worthwhile. Of course, if something is happening, say a big event or a breaking news story that affects your community, it’s okay to post something two days in a row. It’s all about measuring the content’s relevancy and timeliness to your audience. Too much of a good thing can become a bad thing!

Having a LinkedIn Company Page Instead of a LinkedIn Group: Not

This is actually a bit of a trick question, or rather a trick answer. You shouldn’t be deciding if it’s one or the other, you should be creating both. A company (or ‘Organization’) page is great and has many benefits. Your organization can share news, company information and helpful pieces of content, like blog posts, through company pages.

Groups, on the other hand, can be thought of as a place for individuals to have conversations. While your organization can’t run groups, you can as a representative of your non-profit or association. Groups are a great way to get discussion going and be more inclusive. They often have a broader focus, such as issues affecting a certain industry or issue, and encourage those who may not be connected to your organization yet to participate. From there, the participants are only a few steps away from engaging with your organization.

Using ROI Stats to Justify Your Social Media Efforts: Not

Using social media these days is the equivalent of being in the phone book back in the 1980s; if you’re not investing in a spot, than you’re not going to get noticed. It’s no longer a matter of if you should be on social media, but how.

Many people, mostly skeptics, will point to hard-to-come-by statistics on the financial return on investment for social media, but the benefits of social media don’t always come with a dollar amount attached to them. Rather, social media should be looked at a means to engage and communicate with your community, providing them with service and value in order to encourage them to invest time, money or interest in your non-profit.

You’ll likely never get a phone call from someone saying they joined your association or donated to your cause because of a tweet they saw or pin they liked, but exposure to consistently great content, over time, will cast your organization as an expert that prides itself on communication, transparency and hard work to achieve a goal for members. This should be the real gauge of how well your social media efforts are doing.

Encouraging Offline Events Through Online Platforms: Hot

Online and offline efforts are not in competition with each other. It is not social media’s intent to destroy face-to-face interaction and it’s not the tradition meeting’s aim to shout down Twitter, Facebook and the like. They actually complement each other quite well.

For example, if you develop a strong Twitter following, try organizing a tweetup at your next conference or fundraising drive. A tweetup takes the best of the old school and the new school and combines them into a great networking and learning opportunity.

We’ve mentioned before in this blog that the social networking platform Meetup is a great way to promote face-to-face small group continuing education online. It lets people connect who may not have ever connected before and plan a localized event that they find immense value in. Tying you organization to one of these events will only endear you further to your members or community.

4 Things Non-profits Can Learn From The Food At The Canadian National Exhibition

The days are getting shorter and back-to-school commercials are starting to pop up on. That can only mean one thing; the Canadian National Exhibition is in town.

The CNE is the annual end-of-summer fair that takes place in Toronto and includes midway rides, carnival games and countless other attractions. And one more thing; food, lots and lots of crazy food.

‘The Ex’, as it has lovingly been called, has become quite infamous as a testing ground for weirder and weirder food combinations, year after year, like deep-fried butter and cronut burgers (a hamburger with donuts taking the place of the buns). This year is no different. Some of the new items available at the CNE in 2014 include spicy peanut butter sriracha rolls and butter coffee.

cronut burger

The cronut burger was the talk of the town at the CNE in 2013. The Ex has plenty of zany food options like it. (photo via observer.com)

You’re probably more than a little hungry by now, but you might also be wondering what this has to do with social media and non-profits/associations. Here are four things that organizations can learn from the wacky, greasy, shamefully-delicious food selection at the CNE.

Create An Experience Like No Other

Part of the reason any sane person would ever eat a cronut burger or deep-fried butter is being able to brag to their friends about it. That’s the reaction you want from your members/community. When you make your social media efforts part of a unique experience for anyone involved in your organization, they will keep coming back and they’ll bring friends who can’t resist being a part of something extraordinary.

Devising and implementing an experience like no other is not an easy task, but the best way to get the creative juices flowing is to answer a few key questions, including; What does your community need? What solution can you develop to include as many members/people as we can? How can you make it easy for these people to share this experience with others?

Something as simple as a great Twitter chat, a Pinterest board mural or an Instagram scavenger hunt can go a long way to getting people involved in your organization because you have provided something they rarely get anywhere else.

Give Them Lots of Variety

There aren’t just crazy, over-the-top food options at the CNE; there’s lots of choice when it comes to picking something for lunch or dinner. The options range from Canadian comfort food (poutine and back bacon sandwiches) to Japanese (sushi) and everything in-between (pasta, perogies, curry, etc). The point is, there is something for everyone and it’s never boring.

The same concept should be applied to your non-profit/association’s social media strategy. It’s great to publish a comical story about your industry, such as a hilarious YouTube video, but it’s not especially wise to make this a daily occurrence as it doesn’t really help members or progress your organization’s goals. It’s necessary to tweet about new services your offering, success stories from your non-profit fundraisers, editorials on current events, findings of the latest surveys or reports, peer-reviewed articles and many other forms of content.

This goes for all platforms. Mixing it up every so often will allow you to provide frequent value for member, donors, volunteers, staff, sponsors and other involved in your organization.

Passing Inspection is Key

There’s been a lot of talk about the cronut burger in this post and for good reason. It was one the most talked about foods at the CNE over the last few years, for both good and bad reasons. In the early days of last year’s fair, the cronut burger was the biggest food adventure, but only a couple days later people began to get sick from the glazed delicacy. It turns out the cronut burger stall in the Food Building didn’t exactly pass health inspection with flying colours.

Your organization’s social media can learn a thing or two from the cronut burger fiasco. First of all, have a plan. Poor organization and lax guidelines make for nightmares down the road. If you have a plan and stick to it most of the time (barring any breaking news and appropriately light-hearted spontaneity) than your social platforms will run like a well-oiled machine. Creating a content calendar is good place to start and can be a big help with running your platforms effectively and efficiently.

You should also give your social media a health inspection of its own. Review the performance of your organization’s social media performance regularly and update your strategy. Don’t only look at the numbers, such as clicks, comments, retweets, follows, likes, etc. Ask your staff, members, donors and the rest of your community what they like and don’t like about the current strategy and update your plan accordingly.

Consistency

The CNE has been around for more than 100 years and food has always been a major feature of the event. Generations of Torontonians remember their first ice cream waffle sandwich or their years of sampling Tiny Tom donuts at The Ex.

food building cne

The Food Building has been a popular staple at the CNE for generations. (photo via BlogTO)

Your organization’s social media strategy needs the same kind of consistency as the food at the CNE. It is crucial that posts are regular. For example, if you create a blog for your non-profit or association, make sure to evaluate your resources (monetary, time, etc) before you start publishing. This will help you determine how often you can realistically post a blog with consistency. Otherwise you may publish three blog posts in three weeks, hit a busy period at work and not post for two months. Your community will become disillusioned and will be less likely to be loyal followers of your blog and other platforms.

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Your organization’s social media platforms need to be consistent, organized, unique and varied to appeal to your community, much like the food at the CNE. So next time you’re stuck in a rut online or are looking to venture forth on a new platform, remember these four tips and you won’t go hungry.

Meetup Group Recap: A Lesson in Blogging for Non-profits

Yesterday, August 11, was the first ever Social Media for Non-profits, Toronto Meetup group, sponsored by Incline Marketing and there was no shortage of great tips from the speaker and engaging discussion among the attendees.

If you are unfamiliar with Meetups and what they are all about, you shouldn’t be for much longer. They are one of the next steps in continuing education and are a great way to learn and network.

Last night’s event looked at blogging and how non-profits, associations, charities and small businesses can utilize the platform to grow and thrive. The speaker, online marketing specialist Kelsey Atkinson, gave a great talk that covered everything from the benefits of blogging to the nitty gritty task of actually writing a post.

Here are six main takeaways from the presentation and discussion:

1. Google Gets Bored Easily

There are numerous reasons why you should have a blog (community building and content creation for example), but one reason you may not have thought of is improved search engine optimization.

In extremely simplified terms, SEO is what determines what page your website shows up on when a current or potential member of your community searches for relevant words or phrases on search engines, like Google.

Atkinson says that Google is always looking for new content on your organization’s website to determine its relevancy. You are not going to be updating your mission statement, list of services or contact information every week or month, so a blog is the best way to get fresh content on your website that will make it easier for people to find your site and get some value once they are there.

2. Give The People What They Want

One of Atkinson’s points was to tailor your blog design to the wants and needs of your audience. This may seem like a no-brainer, but there are many little details that are nonetheless important and often get left by the wayside when you are planning and publishing your blog.

For example, if your members or readers are predominantly seniors, make your blog’s font larger so it is easier to read. If the majority of readers are people from your industry, feel free to use jargon and pro-speak because your audience might feel insulted if they think it’s been dumbed down. However, if you’re writing for the general public, simplify things a little so readers don’t feel alienated, confused and left out.

3. Ask And You Shall Receive

Social media is a great way to come up with ideas for blog posts and hidden among the tweets and links to other blogs is another great source for content; questions to your community.

Atkinson says that asking questions on Facebook, Twitter, LinkedIn and other social media platforms can generate great responses and even better blog topics for your site. When you get to the heart of what members/donors/volunteers/customers are thinking and doing on a regular basis, you can determine what issues are most engaging and relevant to your community. Answers to your questions can open your mind up to fresh perspectives and views that you never would have thought of otherwise.

4. There’s More Than One Way To Skin a Blog

Writing a blog week after week, month after month can be monotonous at times, so imagine how your readers might feel. Posting the same old blog post, in the same old format can get tiresome for your community and can end up driving them away.

Luckily, Atkinson had a few pointers on how to change things up from time to time and inject some excitement into your organization’s posts. She outlined five different types of blogs in her presentation, which included lists (good for a quick read, categorizes information to make it engaging and easy to take in), interviews with staff/members/etc (get a fresh voice on your blog, it’s conversational, highlight’s passion), visual (photo collages or infographics that present your organization and stats in an engaging way), guest posts (a fresh voice, lends legitimacy to your blog) and the traditional take (informative, in-depth, storytelling).

5. Stop, Collaborate and Listen

Before you hit publish on your newest post, you should probably take one extra step, says Atkinson.

It’s always a good idea to get someone else from your organization or industry to give your post a once-over before it goes live. This not only cuts down on the amount of inevitable spelling and grammar errors, but it also serves as a check and balance for your style, format, voice and information. The proof-reader may alert you to the fact that you are using too much jargon or that you need to include links within your text to guide people to other parts of your website with more information.

Sometimes an extra set of eyes is just what your blog post needs to cover all the bases and take that one extra step from good to great.

6. Use The Well-Worn Path

Having a blog on your organization’s website is no good if no one reads it. That is why promotion is so crucial to realizing the benefits of blogging.

There are the social media channels of course. Tweeting, posting on Facebook and LinkedIn and pinning your blog on Pinterest are all great ways to get the word out. But there are many other paths that are already well-established within your organization that will help people find your blog, says Atkinson.

Tack the web address for your blog onto your email signature and business card for when you are getting in contact with members or connecting with a colleague at a conference. Add a link to the organization’s blog to the weekly or monthly e-newsletter. Tell people about your blog before you start a presentation or when you create your organization’s regular magazine. Your organization has worked hard to establish a connection with its community. Use these connections to draw attention, and traffic, to you blog!

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Creating, maintaining and growing a blog for your non-profit, association, charity or small business takes a lot of work and dedication. The six points above can go a long way to helping you sustain your passion for the project moving forward and will ultimately lead to growing your organization.

Thank you to everyone who came out to the first ever Social Media for Non-profits, Toronto Meetup. Stay tuned to lots more opportunities to meet up and learn about social media in the near future!

Facebook vs. Twitter: Which Social Media Platform Does Hashtags Better

It’s the age of the hashtag.

The little symbol has stood in the spotlight of late-night TV, started revolutions and become synonymous with being connected and in-the-loop.

The use of the hashtag in social media started on Twitter, but has since spread to Pinterest, Instagram and Facebook. But which platform does it best? Which one should non-profits and associations use if they’re hashtag savvy?

We pitted two of the internet’s biggest social networking sites, Twitter and Facebook, against each other to see which one has more clout when it comes to hashtags.

Twitter, Facebook Hashtag infographic 2

Breaking Down Twitter Statistics To Create Better Content For Your Non-profit

Gathering and analyzing Twitter statistics doesn’t need to be the work of a rocket scientist. It does take time, know-how and resources to complete a thorough check-up of any organization’s Twitter account, but knowing where to look is the first step to ensuring you’re going down the right road with your tweets.

You can always look at the number of followers you gained or the number of retweets you received in any given month, but those figures don’t tell the whole story.

Here are some other places to look that capture what people think about your content and how they are interacting with your organization on Twitter:

Follower Demographics

Sure, your non-profit/association’s Twitter account gained 55 followers last month, but who are they?

Breaking down your new followers into demographics allows you to figure out a couple key things: Are you reaching the right people and what audience is most interested in your content? Once you know the answers to these questions, you can adjust your content and total social media strategy to either capitalize on a growing demographic or target another group that is crucial to your operation.

For example, it might so happen that students are following your association’s account in larger numbers than veteran members. Upon realizing this, you can either start catering a larger part of your social media efforts to these youth (ex. writing blog posts about resume writing for your industry) or start adjusting your Twitter content to interest veteran members more.

Breaking down your new followers largely depends on the organization and its stakeholders. You may break them down into members, non-members, industry professionals, industry organizations, donors, sponsors, volunteers, media professionals or other more specific and relevant groups. Having a grouping for irrelevant or spam followers is also important as it helps give you a real number of followers, rather than one inflated by bogus accounts or those just reaching for higher follower numbers.

Clicks on Links

Knowing the number of times people have clicked on a link you have tweeted to an article, website, blog or other content can tell you a lot about your account’s past and future. Most importantly, this statistic can help you figure out what sort of content people are interested in and what tweet format helped that link appeal to so many users.

If one link has twice the number of clicks than another, there is very often a reason for this. Knowing this discrepancy allows you to study both tweets and see if one issue is getting more attention than another. If your followers and other Twitter users are more interested in one issue over another, it is probably a good idea to plan some more content around addressing this issue and issues that are similar.

Studying the format of a tweet that led to a much-viewed link can also be useful. What sort of voice was used? Was the tweet long or short? What sorts of hashtags were used and did it tag any other users, like the author? Did it come right out and explain what the link was about, or did it tease your audience? These are the sort of questions that be answered if you know which links are clicked more than others.

There are many free tools you can use to track clicks on links, but our favourite is Bit.ly. Bit.ly allows you to shorten links, tweet them out and track them on your account. It shows you the amount of times someone has clicked on a certain link as well as the time, country and platform used.

Most Retweeted/Favourited Post

Knowing how many retweets and favourited posts your account received last month is great, but you should go one step further and check out which tweet/tweets received the most attention.

Knowing which tweets were popular and shared most often helps you in much the same way knowing the click-on-link numbers does; it allows you to see which content is working and which content is not. It also gives you a chance to see which followers are most active, influential and interested.

For example, questions may be retweeted more than quotes, pictures may be favourited more than posts without images, blogs may be retweeted more than newspaper articles and local news may be favourited more than national news. With this information, your organization’s Twitter account can work towards promoting questions, tweets with photos, blog posts and local news. Not only do these stats help you focus your energy and time when gathering, creating and planning content, but they also allow you to generate more engagement by catering to the desires and interests of your followers.

Time Window and Day With Best Results

There is no blanket rule for the perfect time to tweet because your organization, and its community, is as unique as every other organization. However, it is important to figure out when your followers are most likely to see your content and engage with it. Are they tweeting at lunch or are they logging into their accounts and reading blog posts at night?

For example, we work with a client whose members are early risers because of the industry they work in and are thus more likely to check Twitter in the early morning (when they start work) or early afternoon (when they finish work). Having this information up your sleeve allows you to schedule your tweets to maximize the number of followers that will see the post. The more people who see the post, the more chances there are for people to engage with your organization and see value in the content it is sharing.

Figuring this stat out may take some time and effort, but it is well worth the work. It will help both your organization grow its online presence and your non-profit/association’s member access important information. Remember to include all engagement figures when calculating the best day and time to tweet, including clicks, retweets, favourites and mentions. It is also crucial to take a large sampling of your followers’ engagement patterns; looking only at a week’s worth of data will probably not represent an accurate example of how your followers use Twitter.

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Measuring Twitter statistics is an imperfect science, but by looking deeper into the numbers, it is possible to better your organization’s account and its content to appeal to its target demographic and engage them with increasingly relevant and interesting content.