Abstract
As social media has shifted from traditional to modern technical patterns, organizations have sought to take advantage of the presence of beneficiaries on social networks. They may serve customers, display ads, and respond to queries on social media accounts such as Twitter. The implementation of these services required a scientific study considering: (1) how to attract beneficiaries, (2) attraction times, and (3) measurement of the impact of that attraction. This study aimed to address these three points through an analysis of data from an educational organization's Twitter account. We found that the interaction rates with tweets increased in the evening, and we identified the best times for the organization to reach more followers. We examined five months of data (an entire semester), analyzing thousands of tweets and their associated impressions, types of responses, integration ratio, and account usage. We also discovered that the quality of tweets had an impact on attracting new followers, particularly when tweeting media such as photos, videos, and other types of content. Finally, this research serves as a resource for educational organizations on new ways to publish accounts and foster organizational growth through electronic media.