Most marketers are using Twitter all wrong. With all due respect for Sir Elton John, Saturday night is alright for tweeting (this is according to Buddy Media, a social media marketing firm recently purchased by Salesforce).

In their study, Buddy Media found that brands are tweeting too much during the week and not enough on weekends. Twitter engagement rates for brands are 17 percent higher on Saturday and Sunday compared to weekdays. Yet, only 19 percent of brands’ tweets were sent on weekends. If you’re struggling with low engagement, it might be worth modifying your Twitter strategy based on these findings.

What does this mean for higher education marketing?  In a recent post, I asked the question “Is your storefront well-lit?” To be well-lit, it is essential to be open and engaged when your audience is ready to engage with you. This means weekends…

Questions for you:

• Are you open and engaged when your audience is ready to engage with you?
• What is your Twitter strategy?
• How often do you post?
• Whom do you follow?
• How do you coordinate Twitter with your other channels?