The document analyzes differences between tweets from company accounts and personal accounts that one user follows. It finds that company accounts tweet much more often, with their tweets making up around 80% of tweets in the user's timeline even though they only represent around 46% of followed accounts. Company tweets also tend to receive more engagement in the form of favorites and retweets. In contrast, personal accounts interact with each other more by mentioning each other in tweets. Finally, company tweets are much more likely to include a URL, with around 95% doing so compared to a lower rate for personal accounts.

1. Based on those I follow
How Twitter Usage Differs
between Company Accounts and
Personal Accounts
@alexweberk

2. Method
@alexweberk

3. https://github.com/sferik/twitter
Tweets:
● Between 8/22/15 12:34 and 8/23/15 14:33
● Total of 1276 Tweets from accounts @alexweberk
follows
Sample is limited, and by no means representative of all
tweets.
Used Twitter Ruby Gem to pull data
@alexweberk

4. Wrote quick script to pull attributes of
interest:
# basic structure is based on this:
timeline = client.home_timeline( options )
# the attributes pulled:
headers = [
"tweet.id",
"tweet.user.id",
"tweet.user.screen_name",
"tweet.created_at",
"tweet.full_text",
"tweet.favorite_count",
"tweet.retweet_count",
"tweet.user_mentions?",
"tweet.hashtags?",
"tweet.media",
"tweet.url",
"tweet.user?",
"tweet.lang",
"tweet.source",
"tweet.user.name",
"tweet.user.contributors_enabled?",
"tweet.user.verified?",
"tweet.user.website_urls.first.expanded_uri.to_s",
"tweet.urls?"
]
# then for each Tweet in timeline, run and store values from headers

5. Results
@alexweberk

6. 1. Company accounts
tweet a lot more than
humans
@alexweberk

7. Company Accounts Tweeted 4.6x More
@alexweberk

8. Company Accounts Tweeted 4.6x More
Company Accounts simply
tweeted a lot more on average
than Personal Accounts.
Almost around 4.6x more, in
this case.
@alexweberk

9. @alexweberk

10. Distribution of account type of
accounts I follow
Distribution of tweets
by account type
@alexweberk

11. Company accounts tweet
a lot more than personal
accounts
@alexweberk

12. 46% of the accounts I follow
are Company Accounts, but
they represent 79.8% of the
tweets in my Timeline.
@alexweberk

14. Filled with Tweets from
Company Accounts

15. 2. Company accounts
have more tweets with
engagement.
@alexweberk

16. @alexweberk

17. @alexweberk

18. Company Accounts are better at
getting engagement with their
tweets.
@alexweberk

19. Why?
@alexweberk

20. Possible Reasons
@alexweberk

21. They Use More Hashtags (=easier to get found by searches)
@alexweberk

22. They Use More Media in Tweets (images, etc)
@alexweberk

23. And, They Tweet A Lot More.
Same chart
from earlier ->
@alexweberk

24. Summary:
Ways of getting more engagement:
1. Use Hashtags
(Easier to get found via search. Get on trends)
2. Use Media
(Images are more eye-catching. It takes up more screen real estate.)
3. Lots of Tweets
(At least some of them have to get attention, right?)
@alexweberk

25. 3. Humans interact a lot
more with each other
@alexweberk

26. @alexweberk
Humans mention each other a lot more

27. @alexweberk
DOIN’ IT RIGHT.
Humans mention each other a lot more

28. 4. Humans don’t have a
link in every single tweet
@alexweberk

29. Likelihood to Include URL(s) in Tweet
Personal Accounts Company Accounts
@alexweberk

30. Likelihood to Include URL(s) in Tweet
Personal Accounts Company Accounts
@alexweberk
95%

31. Likelihood to Include URL(s) in Tweet
Personal Accounts Company Accounts
@alexweberk
This is a really huge difference
across the two User Types, so
much so you can probably
determine whether an account
is a bot or not by the frequency
of links in its tweets.

32. Extras
@alexweberk

33. Power Law
@alexweberk

34. Distribution of
favorites are heavily
concentrated to the
top performing
tweets.
Winner Takes All - Favorite Count
@alexweberk

35. Distribution of
favorites are heavily
concentrated to the
top performing
tweets.
Winner Takes All - Retweet Count
@alexweberk

36. Twitter Client Data
@alexweberk

37. You can tell the twitter client used via the Twitter API
Buffer popularity is notable.
SocialFlow has large
companies as users.
@alexweberk

38. Thank you!
@alexweberk

39. Thank you!
@alexweberk
This is a personal account! :)