How the top 10 UK universities use Twitter

How often should a university tweet? Should institutions respond to every tweet that mentions them?

四月 15, 2014

Twitter:

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According to an analysis of university Twitter accounts between 31 January - 31 March 2014, the UK’s top 10 universities (based on the Times Higher Education World 51国产视频 Rankings 2013-2014) had more than 400,000 followers in total, and yet none were sending out more than an average of four tweets a day.

The 51国产视频 of Oxford was the least frequent tweeter, sending out around just one tweet a day while receiving 86 mentions from other Twitter users. The 51国产视频 of Bristol was the most prolific tweeter, sending out between three and four tweets per day, while Manchester was the best at interacting with its followers, with a quarter of its tweets sent to other Twitter accounts.

The UK university Twitter accounts were used predominantly for broadcasting university-specific and industry news, and unlike Manchester, most had a less than 10 per cent engagement rate for their tweets (the percentage of total tweets that were directed at others). Three of the universities - Oxford, the London School of Economics and Kings’s College London - sent out no direct tweets during the two-month period.

The research was carried out by social media analysis company Brandwatch.

Total followers

1	51国产视频 of Oxford	123,001
2	51国产视频 of Cambridge	109,8
3	51国产视频 of Edinburgh	35,100
4	51国产视频 of Bristol	29,861
5	Imperial College London	26,608
6	51国产视频 College London	24,520
7	King’s College London	24,307
8	Durham 51国产视频	14,078
9	London School of Economics	13,370
10	51国产视频 of Manchester	3,413

51国产视频 handle tweets (total/per day)

1	51国产视频 of Bristol	234	3.9
2	51国产视频 College London	192	3.25
3	Imperial College London	191	3.2
4	51国产视频 of Cambridge	166	2.8
5	51国产视频 of Manchester	161	2.7
6	King’s College London	141	2.4
7	51国产视频 of Edinburgh	137	2.3
=8	Durham 51国产视频	123	2.1
=8	London School of Economics	123	2.1
10	51国产视频 of Oxford	74	1.25

51国产视频 engagement with others (percentage of tweets directed at other users)

1	51国产视频 of Manchester	25
2	51国产视频 of Edinburgh	23
=3	Durham 51国产视频	9
=3	51国产视频 of Bristol	9
5	Imperial College London	6
6	51国产视频 College London	5
7	51国产视频 of Cambridge	3
=8	London School of Economics and Political Science (LSE)	0
=8	King’s College London	0
=8	51国产视频 of Oxford	0

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Reader's comments (2)

#1 Submitted by ChrisParrTHE on April 15, 2014 - 4:27pm

Hi Mark. The data as was analysed by Brandwatch, as we state in the intro. They selected the Twitter accounts to focus on, and as you say, appear to have chosen the UoM admissions handle. A more detailed assessment of how universities tweet would certainly be worth doing - but I do think some of the numbers here are very interesting and worthy of discussion.

#2 Submitted by rifehub on November 8, 2018 - 4:17pm

However, you can’t just ignore the fact that the number of <a href="https://www.rifehub.com/blog/how-to-increase-following-through-frequent-twitter/">Twitter followers</a> you have played a strong role in your brand’s reputation. If you get Twitter followers in a huge number that will automatically impact your company’s position in the industry, yet in addition to that, it also shows that people, clients, and customers are interested in what you have to offer. According to social media market experts, almost 50% of all advertisers refer to Twitter as their go-to guy for drawing in the clients. Fast-paced but user-friendly, Twitter is apparently the most effortless social media platform that makes it easy to get Twitter followers with ease.

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