App Store, eBay, Amazon among top brands in Twitter engagement: SocialRank

Twitter engagement is more important for brands than their number of followers, according to the platform.

Apple’s App Store got the highest level engagement from its Twitter account.
Apple’s App Store got the highest level engagement from its Twitter account.

NEW YORK: The global brand getting the highest level of engagement out of its Twitter account on Tuesday is Apple’s App Store, driven by high interest in Monday’s Apple Watch event, according to data compiled by SocialRank.

EBay, MTV, Amazon, and Reuters Top News round out the top five in terms of engagement. However, ranked by the percentage of engagement from its followers, the top five is comprised of 3M, Nintendo of America, Pampers, eBay, and Nissan, according to the platform.

On the global brands list, which is updated hourly, Facebook has the most followers at nearly 14 million, followed by MTV, Samsung Mobile, Google, and Starbucks. However, while Facebook is in the lead in followers, it falls to number 11 when it comes to daily engagement levels.

Out of the most engaging brands on the list, only eBay is in the top five in terms of engagement from its followers. The 3M Newsroom tops that list even though it ranks at number 90 in terms of number of followers.

"The ideal rank is having a higher engagement rank than follower rank," said Alex Taub, cofounder of SocialRank. "You also want a higher rank for percentage of followers engaging [because] this means people talk about you but you also leverage your existing audience."

He added that the Apple Watch event on Monday most likely caused a spike in engagement for @AppStore, which was in the third spot for engagement on Monday and number one on Tuesday.

SocialRank recently updated its indexing tool to include individualized data on global brands to show which ones are getting the most out of Twitter and their followers. SocialRank Index’s List View tab includes several categories, such as global brands, technology media, and tech companies, and the site will soon publish lists for music, universities, retail, sports, and movies.

SocialRank plans to add other metrics for brands on its individualized lists, such as retweets from everyone, retweets from followers, followers who have recently tweeted, and followers who have more than 10,000 followers themselves.

The company has also updated engagement rankings with annotations that highlight its largest peaks and show the "highest velocity Ttweet" at particular hours. For example, SocialRank ranked BuzzFeed’s tweet about Lady Gaga during the Academy Awards on March 1 as the most popular tweet of the night.  

"I love seeing how the engagement changes throughout the day," said Taub.

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