How to Use Twitter Wrong

It’s very tempting to automate your posts across social media platforms. You get Facebook, it’s supposedly where all of your customers are, it gives you the best results, blah, blah, blah. So why not just set up all of your posts to automatically feed into your other accounts?

My customers aren’t even on Twitter. As long as I have an account, it doesn’t really matter what I tweet out.

This ranks as one of my most hated responses I get from people in any industry. For one, when you say your customers are not on any social media platform, you are insinuating you have all the customers you need and frankly, aren’t interested in any more. Adventure travel is one of the fastest growing segments of tourism. To say you fully understand where your potential customers are and aren’t hanging out is similar to saying you can see the future…in which case I would love to talk because I have so many questions to ask you.

Each channel of social media is steadily growing, and while Facebook still has the most users, it’s not necessarily the fastest growing. So why stay in a stagnant pool?

Even though social media is no longer a new phenomenon, the question of how to measure the results still plague even the largest companies. Jen Lopez of Moz does a great job of breaking down important metrics and how to put real numbers behind all of the hard work of your social media staff.

Automated Research

It is no secret that we are looking past followers and Likes toward engagement and conversions, so after noticing the large number of outdoor outfitters automating their Facebook posts to go out as Tweets, I decided to dive into how well people engage with automated Tweets.

In order to some insight into this, I looked at 200 tweets from my Twitter list of over 300 outdoor outfitters. The tweets were categorized by whether it contained a link to another social media sites —,, etc.

I expected the engagement to be lower on the automated tweets, but the size of the difference is eye opening…or should be.

Here are the results:

Automated tweets total: 117
Tweets with any engagement (favorites, retweets, replies): 18 (15.4%)
Tweets with no engagement = 99 (84.6%)

Original tweets total: 83
Tweets with any engagement (favorites, retweets, replies) = 40 (48.2%)
Tweets with no engagement = 43 (51.8 %)




Although there were fewer original tweets, the level of engagement is much higher — 6.5 times the number of favorites and 7.5 times the number of retweets. While it may be tempting to streamline your social media efforts, you’ll see much greater ROI by choosing the amount of social media platforms your team is able to monitor and maintain effectively. As social business matures, so should your social media efforts.

What are your thoughts on automation? Let me know your content challenges below.



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