tweeting in ramadan: when are the best times for companies to engage on twitter during ramadan?
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Tweeting in Ramadan
When are the best times for companies to engage on Twitter during Ramadan?
July 2012Presented by The Online Project
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
2Presented by The Online Project
Why read this report?
As more brands in the Middle East engage on Twitter, they are
becoming increasingly accessible to audiences in the
region. Twitter users are using the channel to share
their customer service inquiries, grievances and
issues. As a result, a few brands are often delivering
friendly and timely service. Other consumers are
finding that following their favorite regional and local
brands is a practical and easy way to keep up with the latest news,
updates and at times, even offers from these companies
However, with more users adopting the platform, it is
increasingly challenging for brands to predict the best times
to engage with their audiences. These challenges are more
pronounced during the Holy Month of Ramadan where consumer
habits change drastically both online and off.
For brands that are interested in communicating in a more relevant
and timely manner, this report will give you a peek into some of
the changes we observed in a few countries in the
region. It will also serve to offer you a variety of tools
that can give you a more accurate assessment of the
timings of your community.
Ramadan, by nature, is a highly sociable month, we
wish you the best of luck in extending this tradition
online by ‘socializing’ with your followers and customers on Twitter.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
3Presented by The Online Project
How tomake useof this report
The data and observations in this report are meant to serve as a broad overview of trends in only a few countries in the region on a macro level. This data will not reflect the habits and trends within smaller communities in each of those countries; therefore, we recommend you make the most use out of it by using this as a starting point.
1. Recognize the overall differences in each country.
2. Look for your own trends within your region of interest, and specifically within your community‘s habits.
3. Experiment with different times for your content and observe the reactions using the tools mentioned in this report. Remember to keep records by utilizing measuring tools to assist in monitoring and analyzing data.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
4Presented by The Online Project
Findings
9PMTO12AM
4PMTO6PM
The best times to Tweet in each country during Ramadan
Egypt
Kuwait
Jordan
UAE
12A 3A 6A 9A 12P 3P 6P 9P
12A 3A 6A 9A 12P 3P 6P 9P
12A 3A 6A 9A 12P 3P 6P 9P
12A 3A 6A 9A 12P 3P 6P 9P
9PMTO10PM
4PMTO6PM
10PMTO12AM
9PMTO12AM
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
5Presented by The Online Project
Findings
Percent of increase in the volume of tweets during vs after Ramadan
Egypt Kuwait Jordan UAE
231%
495%
223%
135%100% 100% 100% 100%
The Key Takeaways
• The volume of tweets increased significantly during last Ramadan, implying
that people are even more keen to connect virtually during this month.
• The volume of tweets increases sharply post-Iftar in most observed countries,
with the exception of the UAE.
• There is a notable lull in tweets during the hours of Suhour (dawn) and
immediately following.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
6Presented by The Online Project
Recommended Tools
While we have noticed overall macro trends in each country, these trends might
not be applicable to the idiosyncrasies within communities that develop around
a specific brand. For example, while the majority of people in a country might
tweet at 8 AM, followers of a specific music band for example might have a
tendency to tweet around midnight more often.
Because the differences vary so sharply between communities, we recommend
using some of the below tools to get a deeper understanding of your own
community’s habits, which will allow you to communicate at more relevant times.
Content Scorer*Want a tool that will tell you what the best time to tweet to your community based on how they interact with you? Content Scorer ranks each of your tweets based on how much of a reaction they received. The tool also analyzes what time your followers are most likely to retweet or engage with your content and then recommends the ideal time based on your own historical data.
Twenty FeetThis tool tracks multiple social media channels, in addition to several accounts per channel, and can deliver the performance results of your channels via email and RSS.
Crowd BoosterThis tool analyzes your tweets and performance, then recommends optimal times for posting, in addition to churning out user insights.
Tweet ReachIf you need to find out the reach for a specific hashtag or keyword, then Tweet Reach should prove useful. It’s a good tool to assist in finding the most effective words to incorporate in your tweets.
My Top TweetTwitSprout developed a tool that helps you analyze your latest tweets and find the most successful ones based on the number of retweets it received.
* For transparency purposes, Content Scorer is a tool developed at The Online Project’s Lab, and has received wide acclaim for its effectiveness. Users found it useful and we hope that you will, too.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
7Presented by The Online Project
Conclusions
The times at which users tweet varies greatly from one country to
the other; where possible, brands should look at this data as an
indication of the benefits of separating country specific channels.
The volume of tweets
increases significantly
during Ramadan, indicating
that there are more
opportunities to connect
with consumers during the
Holy Month.
Brands can and should
take advantage of
the increased volume
of tweets post-Iftar to
launch their campaigns for
Ramadan then.
Finally, a quick look into
the insights provided by
the tools mentioned in the
“Recommended Tools”
section should remind brand
managers to take a deeper look into their sub-communities and
analyze their own communication trends and habits.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
8Presented by The Online Project
Research objectives & MethodologiesThe objective of this report is to look for differences in the times that people communicate on Twitter during Ramadan, compared to other times of the year.
This was done by taking a random sample of Twitter users in each of the identified four countries and logging their tweets during and after Ramadan. The compared data was collected during two weeks of Ramadan, and two weeks of the following November.
Because Twitter does not make the data of Twitter user locations publicly available by default (except where users choose to identify them), we developed proprietary tools at The Online Project to track users based on the location of where their tweets originate from. Albeit Saudi Arabia is a big market, we could not generate enough tweets to be able to draw insights on this country; this is due to the sample being randomly pulled.
The tool then tracked the frequency and content of publicly available tweets, including mentions of retweets and replies.
Contributors and special thanksThis report could not have been produced without the efforts of some of key team members and partners.
A special thanks goes out to: Feras Hilal, Social Media Marketing Manager, who served as a main contributor in analyzing the data; Roula Khatib, Social Media Analyst, who collected and prepared the data; Firas Steitiyeh, Ahmad Moqanasa and Zeid Haddadin, Products Manager and Social Media Developers (respectively), who created the tools to gather the data.
We would also like to thank all the team members at TOP who make it possible to spend every day learning something new: Client Servicing Manager Nisreen Shawwa; Head of Community Management Jansait Qoqandoqa; Art Director Suad Taji; Strategists and Project Managers, Ali Zueiter, Ali Abdulhadi, Sima Zeidan, and Dima Shahin; Community Managers Diya Murra; Fouad Abida; Najeeb Nimri; Sabina Al Shawareb; Shatha Hamdan; Tala Hammouri; Yara Al Qudah; Zena Risheg; Kareem Shareef; and Tara Mubaidin and our
designers Lama Qudah; and Mustapha Al Abdali. Our analysis team: Hamzeh Janakhat, Islam Ayyeh, Mahoud Shahwan, Lina Mash’el, Rawan Hamed, and Zeid Bushnaq. Our Products team: Khaled Nobani and Ruba Nobani
Our operations team for making it possible to do what we do: COO Qais Al Rousan; Human Resource Manager Hadeel Al Jobour; Human Resource Officer Dana Refai; Business Development Manager Hanan Dajani, Business Development Associate Eman Mufleh, and our finance team: Khaled Al Azhari, Raed al Absi and Saad Hashem.
Former team members, who have left a lasting trace on what we do: Hussam Binni; Nahla Tabbaa; Sohaib Ismail; Ahmad Akour; Osama Tuffaha; Rama Abdelhadi; Dana Mismar; Loay Malahmeh; Mahmoud Mujahed; Ali Babay; Ashtar Daraghmeh; Firas Jallad; Nichola Khoury; Mohammad Moey Shawash; Amer Al Saleh; Kim Wutsen; Ali Al Hassani; Nader Abu Eiteh; Ahmad Salem; Tanya Marrar; Sara Assad; Mohammad Khatib; Mohammad Abu
Baker; Julia Schmutzler; Yasmine Sakka; Abdel Aziz Abu-Fadaleh; Hamzeh Zaher; Salwa Qattan; Dana Abiqwa; Furat Abuhashhash; Ez Zmeili; Mahmoud Madi Dwairi; Dina Habash; Ala’a Qaraeen; Dana Kakish; Riham Abu Daqqa; and Maher Jilani, Ahmad Moqanasa, Tarek Qaitouqa and Nour Soudani.
And our colleagues at Modern Media for their constant support: Razan Goussous, Kholoud Sarsak, Samah Ayoub, Zeina Gammoh, Dina Al Sahhar, Odey Abdl Ghani, Ahmad Anabtawi; and former team member Ghada Odeh.
We received feedback, direction and information from the following industry contributors, without whom the preparation of the report would not have been possible as well: Naif Qazlan, Founder of Mtwtron; Iain Twine and Mark SooHoo from Edelman PR Agency for their mentorship and guidance; and Rob Kubasko, who developed the images and presentation of the report.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
9Presented by The Online Project
About TOP
As the Middle East’s leading social media agency, The Online Project develops and executes social media strategies for Fortune 500 companies and high profile organizations operating in the region.
Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?
10Presented by The Online Project
Contact Us
For general enquiries please email info@theonlineproject.me
Amman OfficeTel: +962 6 465 8209Fax: +962 6 465 8206P.O. Box 840616Amman 11184Jordan
Dubai OfficeTel: +971 4 428 0731Fax: +971 4 429 32367th Floor, Thuraya 2Dubai Media CityP.O. Box 500717Dubai, UAE
Riyadh OfficeTel: +966 1 463 4462Fax: +966 1 462 6413Al Rabiah BuildingOlaya Riyadh, KSA
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