An important part of social media marketing is the way marketers exploit the retweeting functionality on Twitter. This is because marketing campaigns over Twitter or any other social medium are pretty much dependent on how viral the message spread and on Twitter, retweets enable users to spread any message to their own followers setting up the virality in motion.
Sysomos has conducted a study of retweets the crux of which is presented below. If you are a social media marketer, you can compare your own results with the average numbers presented here to analyze the success of your social engagement.
Number of tweets that are retweeted : 6%
Number of retweets in
the first hour : 92.4%
the second hour : 1.63%
the third hour : 0.94%
Of course your results are bound to be a lot different from the average results since messages from corporate accounts tend to have a lot more retweet potential. Nevertheless, this is a study, the results of which are pretty interesting.