November 30, 2010

Hashtag Analytics: Part 5 = All We Need Is Love

In prior posts, we learned that #blogchat participants who only participated in one of the previous four weeks had low "engagement rates" (engagement = probability of participating in the following week):

We can mine the information, and see if there are participants who will engage again!

Let's look at re-engagement rates among those with only one week of participation, by number of tweets:
Ok, now we're getting somewhere!  Engagement rates go sky-high if the person tweets at least two or more messages.

But what about those folks who only tweet one time?  Is there anything within that audience that can be mined?

I want you to look at the line that says "re-tweet".

If the person issues one tweet, and only participates once over a four week stretch, and that one tweet is a "re-tweet" of information tweeted by somebody else, then the person has a very low engagement rate.  And that is a sad thing, because the person who issued the original tweet benefits from having a first-time user re-tweet his/her message.

But the person issuing the re-tweet?  They are the least likely to re-engage.

Except for one little thing!

Look at the last two lines in the table ... here, I split the re-tweet line into those who were "acknowledged" for the re-tweet, and those who weren't?

What do you see?

If the person was acknowledged, the person has a 62% chance of re-engaging.

If the person was not acknowledged, the person has a 6% change of re-engaging.

What a finding!

If you are participating in #blogchat, and you are lucky enough to have somebody re-tweet your message, and you find out that you don't know who this person is, then do something simple.
  • Thank the person for re-tweeting your message!
The data strongly suggests that a simple act of kindness dramatically increases engagement rates among first-time participants.

That's an important finding!