Who Are @ToysRUs’ Most Engaged Twitter Followers? (And Why It Matters)

Who Are @ToysRUs’ Most Engaged Twitter Followers? (And Why It Matters) Lucy Hitz Blogger Extraordinaire Simply Measured

You can find out a lot about a brand (your own, a partner’s, or a competitor’s) by checking out the company they keep. Specifically, who is most engaged with that brand.

toys_blogBy analyzing these interactions on a weekly basis, you’ll be surprised by how much you can learn about your brand on a macro level over the long-term.

To showcase how this can add value to your social programs, I analyzed @ToysRUs on Twitter. I’d noticed their engaged audience of parents, and strong partnerships with toy brands and charity organizations.

By looking at the data, I learned a lot about Toys R Us’ potential partners, influencers, and organizations, finding potential and existing advocates for the brand using a methodology that’s easy for any brand to use.

Learning From Engaged Followers

@TeachMy

From June 5-27, Teach My was the most engaged user with Toys ‘R’ Us, mentioning the brand handle 45 times.

Screen Shot 2014-06-27 at 12.34.03 PMTeach My sells award-winning learning kits for babies, toddlers, and preschoolers that require no screens, tablets, or computers, and encourage one-on-one learning. Excited to be sold in Toys ‘R’ Us stores, the brand was very active on Twitter publicizing this new partnership. 

What This Tells Toys ‘R’ Us

  • Teach My would be a solid brand to partner with (if the partnership doesn’t exist already). Toys ‘R’ Us should consider partnering with smaller boutique brands active on Twitter to see similar results.
  • Toys ‘R’ Us could benefit from keeping an eye on how Teach My sales are going in their stores. Is there a correlation between this Twitter engagement and money in pocket? If so, they might consider planning a Twitter event with this brand.

@Clarissa_xplain

One of Toys ‘R’ Us’ most engaged users was @Clarissa_xplain, a mommy Tweeter, who Tweeted with #TurnOnGameNight during this time period, just like @astonger (one of the other Most Engaged Users for this time period).

Screen Shot 2014-06-27 at 12.56.31 PM#TurnOnGameNight was a Twitter party organized by Duracell and Hasbro on June 23, publicized and moderated by popular mommy website Mom Central. Prizes from Toys ‘R’ Us brought @ToysRUS into the conversation.

What This Tells Toys ‘R’ Us

  • #TurnOnGameNight was a big engagement driver. Prizes + Twitter Party = Winning.
  • Toys ‘R’ US could consider doing this again – it’s a low-cost, low-effort way for us to keep their name in the mommy mix (thanks, @MomCentral!), and keep ’em coming into stores (thanks to gift card prizes). 

@SONorthAmerica

@SONorthAmerica is Special Olympics North America’s handle. Toys ‘R’ US is a Founding Partner of the 2014 Special Olympics USA Games and Presenting Sponsor of the first-ever Young Athletes Festival. A significant portion of its Twitter content this month has been devoted to publicizing the Games, showcasing Special Olympics events and athletes. 

Screen Shot 2014-06-27 at 1.20.38 PM

 

What This Tells Toys ‘R’ Us

  • Most Engaged Users is a great way to gauge how fruitful Toys R Us’ partnership with the Special Olympics is – how much and in what way is their brand being associated with the Special Olympics? Retweets? Original Tweets?
  • If orgs like SONA are interacting, who else can they reach through the partnership with the Special Olympics? 

@TinyTutorCo

Tiny Tutor is an early language development system designed to foster interaction in fun and creative ways. They’re also responsible for Retweeting a ton of Toys ‘R’ Us content between June 5th and June 27.

Screen Shot 2014-06-27 at 1.54.26 PM

What This Tells Toys ‘R’ Us

  • According to their site, Toys R Us doesn’t carry this brand – but should they? Right now, Tiny Tutor has 44.6K Twitter followers and only sells product on Amazon. This might be a good time for Toys R US to get involved.

Who Are Your Most Engaged Users?

And do you think that keeping a record of this metric and how it changes week-over-week or month-over-month would be helpful for your brand? How would your Twitter choices go differently with this kind of information in hand?

Final note: You many  find that some of your most engaged users are spammers – which is another benefit of paying attention to this metric, since it allows you to target and combat those spammers effectively.

Final, final note: If you want to learn more about your own most engaged users, click on the button below for a complimentary 14-day trial of our entire social media measurement suite.

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Lucy Hitz

I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.