What do these tweets tell us?

Twitter has become an important medium for marketers to reach out to their customers. It
becomes imperative for a new marketer to understand what kind of tweets are likely to
increase positive response from the consumers. In the next tab you will find tweets and
their performance. Go through the data and identify some characteristics which makes a
communication gather more attention. You are free to analyze it quantitatively or
qualitatively. In your attempt to analyze the data you can answer the following questions:
(1) What kind of tweets gather likes? (2) What kind of tweets gather more engagement
and are the same as the tweets that gather likes? (3) Can you come up with a template of
an effective tweet? (4) Are these measures of effectiveness reliable and sufficient? Please
note that these tweets are real and their numbers are actual responses by followers.

Akshaya Vijayalakshmi, Assistant Professor, Marketing, IIMA

 Tweet text

Tonight...Who will win the @adidas vs @nike #Derby game? 😀. @Arsenal vs @SpursOfficial begins at 10:00 PM IST. #Gooner
We always believed that @msdhoni had a large heart...and were proved right once again https://bit.ly/2ZGUQMb. Changing #
#dhoniinbillionhearts
We tweeted about #creativity earlier today...and @StuckByFevicol once again tops the #creativity chart with this new #Adverti
#environment #friendly #recycle #reuse
A novel video by @benetton_india on the occasion of #GaneshChaturthi https://t.co/oXM8kooxpF #unitedbyharmony #Ganes
An #earthy #Ganpati #festival #Wish from @swachhbharat. @SwachhBharatGov @swachhindia #GanpatiBappaMorya #Ganes

Here's @ICICI_Direct hoping that the you as well as the #Nifty and #Sensex receive Lord #Ganpati's #Blessings during the year
This one is for @ThalaFansClub. Even as you celebrate as #25DaysOfPrestigiousNKP, take a look at #thala #Ajith's first #adverti
#NKP25Days @TPY_Official
Perhaps this will help... https://t.co/edq0H7QOYX #Disprin @discoverRB #DrSinghOnEconomicCrisis #GDPinICU #GDPFreeFall

Seems like @Suriya_offl is looking out for the #KaapaanTrailer as eagerly as we are. @editoranthony
@Mohanlal @arya_offl @bomanirani @Jharrisjayaraj
@LycaProductions @dhilipaction @SonyMusicSouth
@Quikr #kaapaan #KaapaanMonthBegins @QuikrCars https://t.co/YUJJGPTqpI
We have never heard of this #brand before. However, its #innovative bundling #offer means we may never forget it again. #Ca
Some people are demanding we boycott @RedLabelChai because they are promoting communal harmony. Do you agree? #B
Even prior to his #film #AlaVaikunthapuramulo the versatile @alluarjun has performed a variety of roles...including that of an
https://t.co/1Y8XU95csD. #AlaVaikunthapuramuloPoster #AlaVaikunthapuramuloFirstlook
Recounting @alluarjun's #Frooti #advertisement the day highly awaited #AlaVaikunthapuramuloPoster is unveiled. https://t.c
#Trivikram @hegdepooja #Tabu #Jayaram #NivethaPethuraj @iamSushanthA @pnavdeep26 @Mee_Sunil @MusicThaman @
A day prior to #GaneshChaturthi2019 here's a safety video produced by @Ogilvy_India
in 2014. https://t.co/fmPiXOHLlB @Ogilvy #blastfromthepast #GanpatiBappaMorya #Ganeshotsav2019 #GaneshChaturthi
@Nishant74863460 @StuckByFevicol @Amul_Coop @asianpaints @ETBrandEquity @adage @Adweek Thanks for reading the
@Nishant74863460 @StuckByFevicol @Amul_Coop @asianpaints @ETBrandEquity @adage @Adweek :)). Imitation is the bes
standards...which lesser companies aim to replicate. Which one would you buy? The duplicate or the original? #justaskingcam
In this #blogpost we posit that #Creative #advertising relies as much on thinking within the box, as it is does to thinking outsid
@Amul_Coop @asianpaints @ETBrandEquity @adage @Adweek
India's own #1stSeptemberMiracle....#Hattrick by @Jaspritbumrah93. Brands like @BoatNirvana, @Dream11 and @ASICS_Ind
#cricket fans
https://t.co/eQV3TGZ7Xn #advertising
Four #superstars in one @pepsi ad. https://t.co/r9b6YsMewp A rare sight...@iamsrk @KajolAtUN, Rani Mukherji...and see how
@MadOMarketing Give me #more?
The first day collection (At Rs. 24 crores) of @SaahoOfficial defies some of the doomsday predictions made under #Saahorevie
#SaahoBlockbusterOpening https://t.co/qmsvyKS7q8
Ameen Sayani fans...rejoice. His golden voice can be heard once again on @promotionfundae today: His #promotion for #insp
Tribute to Ameen Sayani completing (a staggering) 50 years at his #iconic #radio show Geetmala. Thank you @saregamagloba
@cgirijashankar @jayantpai @HBOINDIA @VodafoneIN @Ogilvy_India @DDBMudra_Group @LeoBurnettIndia 😂😂😂.
Will the gloomy #GDPData lead to a drop in spending on #radio #advertising? #GDPFreeFall #GDPinICU #GDPDrops
@Nishant74863460 Thanks @Nishant74863460. Your wish is our command👍
On a day when we feature #Radio #Advertising, how can we not pay homage by dedicating a mini-series to the doyen of #Indi
@SLBClk @MamtaVani
The onset of the festival season is a good time to recount this #radio ad. by @MondelezIndia (formerly Cadbury India) @Dairy
#diwali2019
These six #Indian #Radio ads. from 2010 are so good, one cannot turn a deaf ear to them...https://t.co/ygNKXoVMtN #adverti
@LeoBurnettIndia #blastfromthepast

Remember this ad. featuring @PierceBrosnan. Too bad it did not fare as well as expected...but who can forget the memorable
Where would #radio #advertising be, without the father of radio? Remembering Alexander Popov via this #googledoodle http
Hi @sing_bar from @IIMAhmedabad @iimaepgp. Thanks for encouraging us to begin our series on #radio advertising. More p
FM radio has resulted in a resurgence of #radio advertising. Here's a 'heart-rending' one from @tide https://t.co/wL55jqngqS
It is ironical that @MariSmith has shared this when we were focused on showcasing static #OOH advertising the whole day to
@cgirijashankar @goairlinesindia @flykingfisher @jetairways Your GIF's worth every penny #changeisinevitable
@sabbaniramesh @IndiGo6E 😀😀. That's wicked. 😃😃
@sing_bar Thanks. We will consider it. Also, we appreciate you for actively engaging with us today. Cheers...🠍»
@sabbaniramesh @IndiGo6E You have raised interesting questions for @IndiGo6E. Eagerly waiting to read their replies 😀
Should we start a series on #radio #advertising? 🤔🤔 #sonic #branding https://t.co/COZz1TSxIG
We tweeted about three airlines just now. Just thought of adding @IndiGo6E so that it does not feel left out...😀 #OOH #ad

An all-time #classic #OOH ad. @goairlinesindia @flykingfisher and @jetairways. #Management gurus may be dejected to note

This #print #advertisement by #Dettol elicited mixed reactions when it was published a few years ago. Shocking enough to be
There are companies who dabble in #OOH #advertising ...and then there's @adidas. https://t.co/2VQdZ6TarQ @adidasorigina
@Nishant74863460 @DelhiPolice Unforgettable 😀
Page 3 is missing...but loyal readers of @the_hindu don't mind it. After all, they too want to stay ahead of the Times. #print #
#pathology labs will be kicking themselves for not coming up with this gem 😃😃😃. @IKEA @IKEAUSA #OOH #advertisi
Who will dare not heed a warning which is given so creatively 😬? @DelhiPolice. Do not come #OOH in large groups withou
Whether you like #Swimming or not, please call and ask them the secret of their resourcefulness...😄 #OOH #advertising #in
Telling it like it is. Not very subtle...but certainly very effective. #OOH #advertising @brothers_sheth https://t.co/wfIZHAFLZc
Resorting to an optical illusion to dispel all illusions regarding the utility of the #JaipurFoot. #OOH #advertising @jaipurfoot htt
@Nishant74863460 @AstralPipes @BeingSalmanKhan @SultanTheMovie 😅😅
It's confirmed...God and @pepsi are everywhere 😀 @PepsiIndia @PepsiCo #innovation in #OOH #advertising https://t.co/W
Why bother about four letter words...when two letters will suffice for us to remember @ZomatoIN when we are #hungry http
A traditional product and a traditional #advertising medium need not mean you cannot #becool. @RoohAfzaIndia anyone? #O
As if the series @jackryanamazon is not arresting enough, even its #billboard makes you stop in your tracks. #OOH @amazon
Even #God can't resist grabbing @KITKAT. A tempting example of #OOH #advertising. @Nestle https://t.co/1JWVf6QlRx
An arresting #Billboard is worth a thousand words...@PONDS #OOH #advertising https://t.co/NJ0eQbDCGp
A new variant of #social #advertising? Do society a favour by not spreading @SaahoOfficial spoilers 🙠 #SaahoFeverEveryw

Came across this just now #WorldSaahoDay. Keen to kow how the world will be celebrating @SaahoOfficial starring @ActorPR
A creative installation by @corona on World Oceans Day, which raises awareness about #marine #pollution around the world.
How's the #Weather outside? ​
@McDonalds teamed up with the Met Office to bring weather to life on screens throughout the #UnitedKingdom #weatherfo
By the way, @SaahoOfficial seems to be so popular that even a wrong hashtag like #sahoo is #Trending #Saahoreview
Remember the time, @astralpipes was featured in the @BeingSalmanKhan blockbuster @SultanTheMovie? It was a rather un
https://t.co/Krs2qnznxJ
Saaho Ban Gaya Astral Strong...@AstralPipes continues its association with #movies with the @ActorPRABHA and @Shraddha
Pushback from @Flipkart to battle @amazonIN Prime Video. https://t.co/qRnJeiCep1
Can you believe this??? What next? 😠 #ClimateChange #cleanwater https://t.co/sl60xae6SW
Six #BollywoodCelebs who will be featured as #sports stars in the months ahead...https://t.co/sILlWnRKwN @RichaChadha @
#NationalSportsDay #FitIndiaMovement
Is winning everything? What will you #PlayFor? asks @decathlon on #NationalSportsDay https://t.co/Fv75PPVjvX #NationalSp

Free Press Journal, deemed #NationalSportsDay important enough to motivate it to change its masthead. https://t.co/k9x8Oh

Mental #fitness and physical fitness are inseperable. Who better to underscore this fact than #India's best #chess player? #Na
#NationalSportsDay is a good day to recount the achievments of those #Indian #athletes at #asiangames2018, who left everyt
podium...https://t.co/XJmu8FTIik #FitIndiaMovement #FitnessPledgeWithPM #Throwback #blastfromthepast
A quote from Mary Kom, an unarguably great #Champion, to keep us motivated on #NationalSportsDay...and beyond. #FitInd
https://t.co/9cjSAP6A3H
#minimalism @BMW @bmwindia https://t.co/Jp3rmRRVVG
Keeping fit is easier said than done...This article in @EconomicTimes describes how new startups are marrying technology wit
@FitternityIndia #NationalSportsDay #FitIndiaMovement #behavioralhealth

Good to see the PM involved in promoting the #FitIndiaMovement...but hope we do not restrict #fitness to only one #Nationa
Thank you @MariSmith for sharing this new concept. https://t.co/OdqFHgdR4R
Let's talk money on #NationalSportsDay. This article exhorts #brands to consider relatively less featured non-cricket sportsars
https://t.co/rbSI18DNs6
@MercedesBenz https://t.co/lwFORgN54S
Having the conviction to amplify a subject which is often witnessed without being really understood...https://t.co/JSi8fgLMnH
Memorable Campaign from 2014 for promoting adoption of #seatbelts by @Ogilvy_India and @ChannelvIndia App. VithU htt
#blastfromthepast
@Dove's standout campaign shattering beauty-related stereotypes. #Blackisbeautiful https://t.co/w9bcUwD6GP #social #ma
The 'Fearless Girl' installation in New York City by @StateStreetGA highlighed the cause of #GenderEquity. https://t.co/mKghQ
#marketing
A serious message communicated in a lighthearted way. So typical of @budlight https://t.co/W1ebnsLXqd #marriage #social #
Some felt that this video was stretching it a bit...however it remains memorable https://t.co/mk6u5GUOGR #vicks
A video...which elicited emotions as strong as a cup of @RedLabelChai https://t.co/JPdLYgVKt4
Prickly conversations happen more smoothly over @RedLabelChai #social #Marketing https://t.co/4JZxKhZDFp
#FlauntYourFlaw exhorted women to proudly display physical flaws rather than try to hide them. But perhaps the beauty of th
https://t.co/Op6eU7Lnsg @WorldofTitan
Brooke Bond's ode to the #cause of goodness released during Ramzan Id #ZaiqaNekiKa https://t.co/l9JgCRxkHq @RedLabelCh
@BurgerKing https://t.co/IootpzSfDR
Would be right if we stated that Tata Tea pioneered the concept of #Cause #Marketing in India with its 'Jaago Re' campaigns?
#BackToSchool : The definition of #Cause #Marketing - A type of #CSR, in which a company’s promotional campaign has th
https://t.co/jdxuwpbTZ2
Bully a #Whopper campaign to highlight the menace of #bullying. A "hard-hitting" example of #Social #Advertising ...https://t
@SintexPlastics_ 'World River Day' related #social #advertising Campaign is still remembered for its curiosity value... https://t
7 Ads. with a strong social message from brands like Maruti Suzuki and #Ariel. https://t.co/rR5hwYzEhf #sharetheload #salute
Social #Advertising : Ads. that promote a community's well-being or educate people about social issues. Here's an example fro
Could showcasing @ubereats tie-up with #celebrities like Rafael Nadal during the Australian Open, while #USOpen2019 is on,
#USOpen #CelebrityNews
#CelebrityNews https://t.co/Y7n4tvFw06
Are celebrities endorsing their own #brands more convincing than those endorsing others' brands? @myntra appeared to be
#KeepGoing #WarTeaser https://t.co/PPw4hQV1jv
Here's a CEO promoting his #advertising Agency to the right target audience via a #ShoutOut to the Marketing Heads of marq
More effective than spending money on a celebrity endorsement? #Promotions
Perhaps #GeorgeClooney's most memorable product endorsement...despite him not uttering a word. https://t.co/RPxPjcuSl2

Dozens of companies piggybacking on Narendra Modi's visit to UAE. Just wondering what they are endorsing...Their own bran
@NxtRtNw That's true. There is no 'one' definitive answer.
Be such a powerful brand...that #celebrities look forward to you including them, even if they are not paid for it. #Amul #innov
Which Company's headphones did Ranveer Singh use in 'Gully Boy'? #Promotions #Bollywood #MusicMonday
#BacktoSchool...How does Product Placement actually work? Also, 'Negative' Product Placement is discussed from 2:37 onwa
Have you come across a Product Placement where the product was invisible? Check out this plug for Heinz Ketchup in #MadM
Making the most of a lucky break... :) A good example of 'Opportunistic Marketing'. #Ashes2019 https://t.co/QLWkTiveyI
Here are 10 memorable Product Placements. The ones featured in #Transformers are truly awesome...#Hollywood https://t.co
Some Product Placements in #films can be too 'In-Your-Face' for comfort. Here are 10 such examples...https://t.co/DLtWBe11
Which one do you think, is more effective?
Product Placement and Direct Advertising - Two different routes to reach the same destination...Your wallet. https://t.co/NoA
time impressions engagements engagement rate retweets replies likes
%
9/1/2019 549 22 4.01 4 10

9/1/2019 777 52 6.69 7 1 13

9/1/2019 508 25 4.92 5 13

2019-09-01 11:11 +0000 71 9 12.68 2 0 3
2019-09-01 11:01 +0000 50 7 14.00 2 1 3

2019-09-01 10:48 +0000 197 26 13.20 3 0 3

2019-09-01 10:42 +0000 189 27 14.29 8 0 4

2019-09-01 10:29 +0000 176 9 5.11 3 0 3

2019-09-01 10:23 +0000 59 8 13.56 2 0 3

2019-09-01 08:07 +0000 104 16 15.38 2 0 4
2019-09-01 07:23 +0000 255 24 9.41 2 0 4

2019-09-01 07:13 +0000 247 30 12.15 8 2 7

2019-09-01 07:04 +0000 216 19 8.80 5 0 5

2019-09-01 05:09 +0000 259 19 7.34 4 0 5

2019-09-01 04:57 +0000 23 0 0.00 0 0 0

2019-09-01 04:57 +0000 102 4 3.92 0 1 1

2019-09-01 02:32 +0000 329 41 12.46 6 1 9

2019-08-31 21:38 +0000 53 3 1 0 2

5.66
2019-08-31 19:30 +0000 62 0 0.00 0 0 0
2019-08-31 19:17 +0000 18 0 0.00 0 0 0

2019-08-31 15:16 +0000 676 24 3.55 4 0 7

2019-08-31 14:58 +0000 65 7 10.77 3 0 3
2019-08-31 14:28 +0000 84 13 15.48 4 1 4
2019-08-31 07:23 +0000 46 2 4.35 0 0 1
2019-08-31 06:41 +0000 301 14 4.65 2 1 2
2019-08-31 06:37 +0000 38 2 5.26 0 0 2

2019-08-31 06:32 +0000 209 9 4.31 4 0 5

2019-08-31 06:18 +0000 285 12 4.21 4 0 6

2019-08-31 05:32 +0000 352 14 3.98 4 3 5

2019-08-31 05:19 +0000 179 20 11.17 3 1 7

2019-08-31 05:07 +0000 1071 25 2.33 4 1 7
2019-08-31 04:59 +0000 152 12 7.89 2 1 6
2019-08-31 04:56 +0000 350 20 5.71 4 0 8
2019-08-30 15:08 +0000 531 12 2.26 3 0 8
2019-08-30 14:37 +0000 113 3 2.65 0 0 3
2019-08-30 13:00 +0000 45 1 2.22 0 0 1
2019-08-30 12:59 +0000 34 4 11.76 0 1 3
2019-08-30 12:52 +0000 53 3 5.66 0 1 2
2019-08-30 12:29 +0000 416 18 4.33 2 3 6
2019-08-30 12:26 +0000 562 88 15.66 3 0 7

2019-08-30 12:19 +0000 501 69 13.77 6 2 9

2019-08-30 12:09 +0000 574 50 8.71 2 2 7

2019-08-30 11:49 +0000 188 12 6.38 2 0 6
2019-08-30 10:36 +0000 48 0 0.00 0 0 0
2019-08-30 10:35 +0000 423 32 7.57 3 1 7
2019-08-30 10:12 +0000 246 23 9.35 3 1 8
2019-08-30 10:06 +0000 434 34 7.83 3 1 9
2019-08-30 09:50 +0000 339 25 7.37 5 0 10
2019-08-30 09:43 +0000 232 16 6.90 3 0 8
2019-08-30 09:34 +0000 373 31 8.31 6 0 11
2019-08-30 07:25 +0000 58 2 3.45 1 0 1
2019-08-30 06:40 +0000 523 45 8.60 5 1 8
2019-08-30 06:32 +0000 284 23 8.10 2 0 7
2019-08-30 06:27 +0000 252 14 5.56 2 0 6
2019-08-30 06:20 +0000 242 14 5.79 2 0 7
2019-08-30 06:15 +0000 432 21 4.86 5 0 9
2019-08-30 06:11 +0000 215 17 7.91 2 0 7
2019-08-30 06:05 +0000 844 11 1.30 3 0 7

2019-08-30 06:02 +0000 349 12 3.44 2 0 6

2019-08-30 05:59 +0000 693 11 1.59 2 0 5

2019-08-30 05:53 +0000 216 20 3 0 7

9.26
2019-08-30 05:36 +0000 4040 83 2.05 4 1 7

2019-08-30 05:32 +0000 193 19 9.84 3 1 6

2019-08-30 05:27 +0000 2335 36 1.54 5 1 9
2019-08-30 04:40 +0000 177 10 5.65 2 0 6
2019-08-29 14:11 +0000 260 13 5.00 4 0 7

2019-08-29 10:50 +0000 445 42 9.44 3 4 7

2019-08-29 10:40 +0000 230 9 3.91 2 0 5

2019-08-29 10:29 +0000 313 17 5.43 4 0 5

2019-08-29 06:55 +0000 469 26 5.54 4 0 9

2019-08-29 06:36 +0000 602 12 1.99 3 0 6

2019-08-29 06:27 +0000 433 15 3.46 3 0 5

2019-08-29 06:20 +0000 366 11 3.01 4 0 5

2019-08-29 06:10 +0000 435 16 3.68 4 0 9

2019-08-29 05:50 +0000 468 11 2.35 4 0 7

2019-08-29 05:01 +0000 410 7 1.71 2 0 4

2019-08-29 04:58 +0000 501 15 2.99 5 0 6

2019-08-28 18:27 +0000 43 2 4.65 0 0 1
2019-08-28 18:10 +0000 511 52 10.18 5 3 14

2019-08-28 17:14 +0000 386 27 3 1 10

6.99
2019-08-28 12:40 +0000 85 5 5.88 0 0 3

2019-08-28 12:10 +0000 671 24 3.58 5 0 12

2019-08-28 12:00 +0000 413 20 4.84 4 0 11
2019-08-28 11:49 +0000 392 17 4.34 4 0 9
2019-08-28 11:45 +0000 373 20 5.36 4 0 8
2019-08-28 11:41 +0000 432 16 3.70 3 0 9

2019-08-28 11:33 +0000 467 21 4.50 5 0 13

2019-08-28 11:28 +0000 452 32 7.08 5 0 10
2019-08-28 11:04 +0000 24 0 0.00 0 0 0
2019-08-28 06:15 +0000 691 20 2.89 3 0 9

2019-08-28 06:07 +0000 657 15 2.28 3 0 7

2019-08-28 05:36 +0000 443 18 4.06 4 0 8
2019-08-28 05:11 +0000 68 2 2.94 0 0 0
2019-08-28 05:01 +0000 596 23 3.86 6 0 12
2019-08-28 04:47 +0000 533 31 5.82 3 0 9

2019-08-27 09:21 +0000 568 18 3.17 3 1 9

2019-08-27 09:10 +0000 511 28 5.48 4 1 8

2019-08-27 06:54 +0000 957 37 3.87 4 1 11

2019-08-27 06:23 +0000 469 14 3 0 7

2.99
2019-08-27 06:04 +0000 666 25 3.75 4 0 10

2019-08-27 05:22 +0000 725 39 5.38 5 0 8

2019-08-27 04:12 +0000 54 1 1.85 0 0 0
2019-08-26 15:24 +0000 702 26 3.70 6 0 13
2019-08-26 12:49 +0000 698 49 7.02 4 0 9
2019-08-26 10:04 +0000 397 16 4.03 3 0 10
2019-08-26 09:16 +0000 576 16 2.78 3 0 9
2019-08-26 09:07 +0000 573 17 2.97 5 0 10
2019-08-26 08:23 +0000 535 19 3.55 4 0 8
2019-08-26 07:43 +0000 605 19 3.14 3 0 8
2019-08-26 07:06 +0000 686 40 5.83 5 1 13
2019-08-26 07:05 +0000 544 45 8.27 4 0 8
45452 2222 4.89 345 42 719
user profileurl clicks hashtag cli detail exp permalink capp opens app install follows email tweedial phone

1 1 5

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