"Tweet this": Engaging stakeholders on Twitter

Abstract

Objective of the Study:

The objective of the study was to find out what kind of content and communication on Twitter best engages stakeholders. Ultimately, the study aimed at presenting implications on how companies can develop their Twitter presence to better serve their followers' needs and expectations. The study aimed to answer three research questions: (1) What kind of relationship do companies' Twitter followers have with the companies they follow?, (2) What type of Twitter content and communication do companies' Twitter followers perceive the most engaging?, (3) What perceptions do Twitter users have about commercial content on companies' Twitter pages?

Methodology and the Analytical Framework:

The study used a qualitative research approach. Thematic, semi-structured interviews were used as a data collection method, and a total of eight interviews were conducted: seven with Twitter users who followed companies on Twitter and, in addition, one with a Twitter communication specialist.

Findings and Conclusions:

The study resulted in three main findings: (1) Companies' Twitter followers have a special relationship with the company, which leads them to follow a company on Twitter. (2) The Twitter followers have varying preferences in companies' Twitter content; however, catchy headlines and text followed by hyperlinks are perceived as most engaging content whereas pictures are preferred as attention-grabbers. (3) Twitter followers' perceptions toward commerciality are positive due to the fact that they have voluntarily decided to star following the companies. Commercial content is accepted as long as it is not too direct and frequent. These findings suggest that companies could improve the Twitter communication in three areas: focus on identifying stakeholders on Twitter and turning them into fans, pay more attention to the types of content tweeted to make it more engaging, make sure the commercial content is embedded and not too frequent.