While clicks bring immediate returns, retweets and other forms of audience participation raise trust and brand awareness, both imperatives for maintaining sustained growth. The study also points out that a Twitter audience is measurable and this should be analysed and used “to inform content development strategies and marketing planning”. Knowing when an addressable audience is available and what topics they’d like to engage in is key to earning their attention. The takeaway for publishers is one of topics, network and timing, as the report states. The study finds Al Jazeera English has the most retweets per tweet but followers are not necessarily clicking links – an all important goal for web publishers. One of the points the study draws out is that where the Economist’s highly engaged Twitter audience clicks on links to the associated news article, Al Jazeera’s audience behaves differently. It is worth being aware that this is what SocialFlow does: it offers solutions to businesses wanting to maximise the effectiveness of their tweets by timing them to get the most reaction. By arranging audience tweets into topic maps, we were able to visualise the flow of attention between topics of interest, across the different audiences. Timing and topical interest matter when seeking attention.Despite being the largest account, the New York Times garners the fewest clicks per tweet when audience size is normalised and earns many fewer retweets when compared to accounts that are much smaller. A large number of followers doesn’t necessarily translate into action.Al-Jazeera’s audience is the most active in terms of publishing and retweeting content on Twitter, while the Fox News audience generates substantially more clicks from its audience. Audiences differ in their willingness to consume and share information on Twitter.The Economist has a highly active and engaged audience in terms of both clicks per tweet and retweets per tweet, suggesting a high level of alignment between content posted and attention users are willing to provide. The study is based on bit.ly and Twitter data from more than 20 million tweets posted by the seven million users who follow these accounts on Twitter. Twitter content publishing platform SocialFlow has assessed the Twitter audiences of Al-Jazeera English, BBC News, CNN, the Economist, Fox News and the New York Times. ![]() A new study has looked at how six news sites’ Twitter followers engage and react to tweets.
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