Which Major Record Label uses Twitter the Best?
Following on from my video blog on how musicians should be using Twitter, I thought it would be interesting to compare the four big boys – who you might expect would be pretty damn good at using Twitter, wouldn’t you? Well one of them is that’s for sure.
Using my super secret spy skills I have gathered Twitter account activity data on the four major record label’s global Twitter accounts and made an analysis on which major record label is using Twitter most effectively.
Twitter Followers
This graph below shows that @Universal_Music are clearly in the lead, while EMI are a long way behind. However, this means nothing as quantity of Twitter followers does not reflect interaction or quality of those followers – for all we know all 42,880 of Universal’s followers could be bots or inactive Twitter accounts!
Number of retweets
I would say this is one of the best metrics on Twitter to work out how much your followers agree with or enjoy your tweets. Interestingly we can see that EMI are by far in the lead with an average of 24 retweets per tweet! See what I mean about quality of followers now? :)
Number of clicks per link
As well as being a great branding opportunity and reputation management tool for the four major record labels, Twitter is also a way for them to refer visitors to their website and the websites of their artists. EMI are once again in the lead with an average of 197 clicks per link posted – which is not too bad when you consider they only have just over 4000 friends!
Conclusion
Based on these three metrics I would argue that EMI are using Twitter the most effectively by a long shot – but Twitter is not just about traffic, Retweets and followers, it’s also about interaction and reputation management – which are both areas that all four major record labels could improve on. EMI for example are known hashtag spammers, while Warner Bro’s are possibly are still stuck in the self promotional ‘faceless’ age of Twitter.. well lets just hope they read this and sort it out!
Please help get this post in front of them by posting on Twitter or Facebook, Thanks.
Related posts:
- Which major record label is in the lead?
- Would You Sign to an Independent Record Label?
- Five tips for Musicians who don’t get Twitter
- #TFAT! Tweet for a Track – A New Twitter Viral Campaign?
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