Lit review outline

Social media effectiveness is influenced by these important aspects:

  • Content quality, not quantity

o   Do not overwhelm audience with too many posts

o   Keeps audience more engaged

  •      Building trust and long-term relationships

o   Have 2 way conversations with followers

o   Talk about what your audience is interested in

  •      Involvement

o   Respond promptly to messages, questions, comments

  •      Use what your social media platform is best designed for
  • Hashtags, condensed tweets, images


One study asked 1,443 Twitter users to rank 43,738 tweets on whether they were worthy of reading. 36% of the tweets were worth reading, 25% were worth reading and 39% were neutral. Their findings found that the tweets most worthy of reading were: clear, didn’t overuse hashtags, and did not retweet conversations.


Percent of tweets worth reading when they have the following qualities:

  • Funny, exciting: 36%
  • Self-promotion: 36%
  • Questions to followers: 35%
  • Information or news: 33%
  • Opinions: 30%
  • Catching up: 27%
  • Presence: 20%


Another study measured the amount of engagement, replies and retweets of tweets based on what times they were posted, what days, and other factors.

They found:

  • Weekends are best for tweets
  • 7 AM to 8 PM is best for Twitter
  • 8 PM to 7 AM is best for Facebook
  • Tweet 4 times a day or less
  • Add links
  • Include two or less hashtags
  • Use images
  • Engagement on twitter is 17% higher on weekends
  • Ask followers to retweet
  • Use less than 100 characters


Measuring effectiveness of social media marketing

1. structural analysis
– uses parameters such as the number of followers, number of retweets and number of mentions to score influence of tweet

2. Content analysis
– why and how do people retweet
– use of URLs and hashtags affects the number of retweets
– users prefer sharing information and random thoughts to status updates

3. sentiment analysis
– tweets classified into predominantly positive, negative and neutral tweets
– tweets with negative sentiments are more likely to be retweeted

o   Be aware that many types of monitoring software won’t always accurately measure success. Do not rely entirely on one analytics option.


Blanchard, O. (2011). Social media ROI. Indianapolis, IN: QUE

Pradiptarini, Charity. “Social Media marketing: measuring its effectiveness and identifying the target market.” UW-L Journal of Undergraduate Research XIV (2011)


Rhea Kressman

Rhea Kressman

graduate student in journalism at University of Illinois
Rhea Kressman

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