Top 25 Most Engaged Brands on Twitter
Black Enterprise Magazine September/October 2018 Issue

Twitter has been around for seven years and brands still don’t get it. Not all, but quite a few continue to bombard their audience with random tweets and shameless (and very unnecessary) plugs, and just fail to listen to the needs of their customers. However, there are brands that run their social media platform like a well-oiled machine–and for that deserve to be recognized for a job well done.

Social media startup Nestivity announced the 25 most engaged brands on Twitter on Thursday. These social brands were selected based on a study that examined how brands develop relationships with customers, advocates and influencers on Twitter.

Conducted by Evolve Capital Inc. and Dr. Natalie Petouhoff from the UCLA Anderson School of Management, the study analyzed the 100 most-followed brands on Twitter and more than 739,000 tweets over a month’s time.

“Most brands have fallen into the trap of using Twitter for push marketing: broadcasting messages and expecting to influence customers with little to no listening or community building. This view of Twitter as a one-way communication tool severely limits quality interactions between brands and their customers. It is a short-sighted use of an inherently interactive communication channel,” said Nestivity founder and president Henry Min. “We wanted to identify the 25 most engaged brands on Twitter to highlight examples and best practices for how to successfully develop and grow an engaged community of followers.”

The study revealed that “the most prolific content creators” post every 6-20 minutes. Notebook of Love (@Notebook) tops the list, followed by Disney (@disneywords), and then ESPN (@ESPN).

Take a look at the infographic, below, to get all the results from the study:

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Janel Martinez

With a focus on news and the under 35 crowd, Martinez develops engaging, daily reports for She also pens the blog, After School Daze: Life After Undergrad, where she delves into the day-to-day issues and concerns of recent graduates trying to adapt to life off campus. Prior to Black Enterprise, the Bronx, N.Y. native contributed to Latina,,, Syracuse Record and The Post-Standard. When she's not writing articles, the self-proclaimed travelista is on the prowl for her next excursion.   Martinez holds a bachelor's degree in magazine journalism and sociology from Syracuse University.