The Value Of A Tweet

A recent attempt to calculate it:

So, you’ve decided to set up a Twitter account for your brand. How much return can you expect on that first tweet of the day? The answer: about $25.62. That’s the conclusion that SumAll, a data visualization and analytics company, reached after a review of over 900 of its customer’s social media efforts. Retweets, they found, diminished revenue a bit – each retweet only garnered around $20.37.

The company also found that the first tweet is the one that generates the most return. After that, it takes about 6-8 tweets a day to double the revenue earned. Overall, though, the company estimates that a successful Twitter marketing strategy could add about 1-2% of revenue to a business annually. The optimal number of tweets per day for a business seems to be about 6. Of course, as a spokesperson for the company told me via email, that’s “highly variable from business to business.”