Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?

7/31/2019 Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?

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Tweeting inRamadanWhen are the best times or

companies to engage on

Twitter during Ramadan?

July 2012

Presented by The Online Project


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Tweeting in Ramadan: When are the best times or companies to engage on Twitter during Ramadan?

2Presented by The Online Project

Why readthis report?

As more brands in the Middle East engage on Twitter, they arebecoming 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 ew brands are oen delivering

riendly and timely service. Other consumers are

nding that ollowing their avorite regional and local

brands is a practical and easy way to keep up with the latest news,

updates and at times, even oers rom these companies

However, with more users adopting the platorm, it is

increasingly challenging or brands to predict the best times

to engage with their audiences. These challenges are more

pronounced during the Holy Month o Ramadan where consumer

habits change drastically both online and o.

For brands that are interested in communicating in a more relevant

and timely manner, this report will give you a peek into some o

the changes we observed in a ew countries in the

region. It will also serve to oer you a variety o tools

that can give you a more accurate assessment o the

timings o your community.

Ramadan, by nature, is a highly sociable month, we

wish you the best o luck in extending this tradition

online by socializing with your ollowers and customers on Twitter.


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How tomake useo this report

The data and observations in this report are meant to serveas a broad overview o trends in only a ew countries in the

region on a macro level. This data will not reect the habits and

trends within smaller communities in each o those countries;

thereore, we recommend you make the most use out o it by

using this as a starting point.

1. Recognize the overall dierences in each country.

2. Look or your own trends within your region o interest, and

specically within your communitys habits.

3. Experiment with dierent times or 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.


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Findings

Percent o increase in the volume o tweets during vs afer Ramadan

Egypt Kuwait Jordan UAE

231%

495%

223%

135%100% 100% 100% 100%

The Key Takeaways

The volume o tweets increased signicantly during last Ramadan, implying

that people are even more keen to connect virtually during this month.

The volume o tweets increases sharply post-Iar in most observed countries,

with the exception o the UAE.

There is a notable lull in tweets during the hours o Suhour (dawn) and

immediately ollowing.


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RecommendedTools

While we have noticed overall macro trends in each country, these trends mightnot be applicable to the idiosyncrasies within communities that develop around

a specic brand. For example, while the majority o people in a country might

tweet at 8 AM, ollowers o a specic music band or example might have a

tendency to tweet around midnight more oen.

Because the dierences vary so sharply between communities, we recommend

using some o the below tools to get a deeper understanding o your own

communitys 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 o your tweets

based on how much o a

reaction they received. The

tool also analyzes what time

your ollowers are most

likely to retweet or engage

with your content and then

recommends the ideal time

based on your own historical

data.

Twenty Feet

This tool tracks multiple

social media channels, in

addition to several accounts

per channel, and can deliver

the perormance results o

your channels via email and

RSS.

Crowd Booster

This tool analyzes your

tweets and perormance,

then recommends optimal

times or posting, in addition

to churning out user insights.

Tweet Reach

I you need to nd out the

reach or a specic hashtag

or keyword, then Tweet

Reach should prove useul.

Its a good tool to assist in

nding the most eective

words to incorporate in your

tweets.

My Top Tweet

TwitSprout developed a tool

that helps you analyze your

latest tweets and nd the

most successul ones based

on the number o retweets it

received.

* For transparency purposes, Content Scorer is a tool developed at The Online Projects Lab, and

has received wide acclaim or its eectiveness. Users ound it useul and we hope that you will, too.


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Conclusions

The times at which users tweet varies greatly rom one country tothe other; where possible, brands should look at this data as an

indication o the benets o separating country specic channels.

Thevolume o tweets

increases signicantly

during Ramadan, indicating

that there are more

opportunities to connect

with consumers during the

Holy Month.

Brands can and should

take advantage o

the increased volume

o tweets post-Iar to

launch their campaigns or

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.


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Research objectives & MethodologiesThe objective o this report is to

look or dierences in the times that

people communicate on Twitter

during Ramadan, compared to

other times o the year.

This was done by taking a random

sample o Twitter users in each o

the identied our countries and

logging their tweets during and

aer Ramadan. The compared data

was collected during two weekso Ramadan, and two weeks o the

ollowing November.

Because Twitter does not make

the data o Twitter user locations

publicly available by deault (except

where users choose to identiy

them), we developed proprietary

tools at The Online Project to track

users based on the location o

where their tweets originate rom.

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 thesample being randomly pulled.

The tool then tracked the requency

and content o publicly available

tweets, including mentions o

retweets and replies.

Contributors and special thanksThis report could not have

been produced without the

eorts o some o key team

members and partners.

A special thanks goes outto: 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 o

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

Sharee; and Tara Mubaidin and our

designers Lama Qudah; and

Mustapha Al Abdali. Our analysis

team: Hamzeh Janakhat, Islam

Ayyeh, Mahoud Shahwan, Lina

Mashel, Rawan Hamed, and Zeid

Bushnaq. Our Products team:Khaled Nobani and Ruba Nobani

Our operations team or

making it possible to do

what we do: COO Qais Al

Rousan; Human Resource

Manager Hadeel Al Jobour;

Human Resource Ofcer Dana

Reai; Business Development

Manager Hanan Dajani, Business

Development Associate Eman

Mueh, and our nance team:

Khaled Al Azhari, Raed al Absi and

Saad Hashem.

Former team members, who

have le a lasting trace on

what we do: Hussam Binni;

Nahla Tabbaa; Sohaib Ismail;

Ahmad Akour; Osama Tuaha;

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; DinaHabash; Alaa Qaraeen; Dana

Kakish; Riham Abu Daqqa; and

Maher Jilani, Ahmad Moqanasa,

Tarek Qaitouqa and Nour Soudani.

And our colleagues at

Modern Media or their

constant support: Razan

Goussous, Kholoud Sarsak,

Samah Ayoub, Zeina Gammoh,

Dina Al Sahhar, Odey Abdl Ghani,

Ahmad Anabtawi; and ormer team

member Ghada Odeh.

We received eedback,

direction and inormation

rom the ollowing industry

contributors, without

whom the preparation o

the report would not have

been possible as well: Nai

Qazlan, Founder o Mtwtron; Iain

Twine and Mark SooHoo rom

Edelman PR Agency or their

mentorship and guidance; and

Rob Kubasko, who developed the

images and presentation o the

report.


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About TOP

As the Middle Easts leading social media agency,The Online Project develops and executes social media

strategies or Fortune 500 companies and high profle

organizations operating in the region.


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Contact Us

For general enquiries please email [email protected]

Amman Ofce

Tel: +962 6 465 8209

Fax: +962 6 465 8206

P.O. Box 840616

Amman 11184

Jordan

Dubai Ofce

Tel: +971 4 428 0731

Fax: +971 4 429 3236

7th Floor, Thuraya 2

Dubai Media City

P.O. Box 500717

Dubai, UAE

Riyadh Ofce

Tel: +966 1 463 4462

Fax: +966 1 462 6413

Al Rabiah Building

Olaya Riyadh, KSA

Documents

Tweeting in Ramadan: When are the best times for companies to engage on Twitter during Ramadan?