Wealth Managers, Twitter activity report - 1st August to 30th November 2016
Wow what a few months, in Britain we talked about, digested but still didn’t have much of an answer as to what the Brexit referendum results would bring. We were fascinated by the U.S. election, leaked emails, accusations of Russian hacking, FBI involvement and ultimately a Trump victory. The FTSE crept up from 6693 to end the period on 6752.
So surely plenty to talk about on Twitter, let’s look at what the UK Wealth Management industry got up to.
Companies in this review:
Credit Suisse has the most followers with a total of 259,000.
However the largest number of new followers with a total of 23,040 in this period goes to UBS - that's an increase of 9.1% to take them to 252,000. On average an amazing 768 new followers every day.
Spikes of new follows came after UBS tweeted a link to an interactive game on inequality. The game is designed to test your knowledge on policies and how you would deal with real life inequality situations.
Popular tweets from Hargreaves Lansdown included a Q&A with Neil Woodford on Sterling weakness, interest rates and risk of loss and also their achievement on raising £15,000 for the Youth Adventure Trust.
Biggest reactions per posts
Spikes in engagement on Twitter came from posts supporting Liverpool Football Club who have Standard Chartered as their shirt sponsor. The use of the #LFC hashtag and tweeting the Liverpool Football Club handle was key to increased engagement.
Topping the leaderboard again, the most number of impressions during the 4 months with approx. 19,000,000 was achieved by UBS.
Best engagement for a tweet
Engagement = most re-tweeted, liked and favourited
A combination of content and volume of visitors seems to drive high engagement.
First Place - Standard Chartered @ 1,154
The tie-in with a leading Premiership football club generates a massive response.
Runner-up - UBS @ 791
Good use of interactive features usually encourages engagement
Highest visibility for a tweet
Visibility = Composite score to assess how visible a piece of content is, based on channel, engagement and influence of author
Volume of visitors is important for high visibility but it is important the audience is relatively engaged.
First place - Credit Suisse @ 1863
Runner-up - UBS @ 965
Most impressions for a tweet
First Place - Credit Suisse @ 258,940
Runner-up - UBS @ 251,517
Best engagement rate for a tweet
Weighted sum of the interactions generated by owned content
Best engagement scores are high when a tweet hits the mark with a very high percentage of the followers. Favouring groups with smaller number of followers but relatively high interest in the content amongst the followers.
Cricket competitions seem to get the audience engaged!
First Place - Brooks Macdonald @ 227
Runner-up - Seven Investment Management @ 125
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