Toyota is the most socially engaging car manufacturer on Twitter, partly due to strong engagement out of normal office hours, research from Auto Trader and social media analytics platform Birdsong has found.
The @ToyotaGB account came out top in the analysis of 25 car manufacturing brands, beating Nissan, Citroën and Fiat at engaging with its followers, promoting content and keeping a constant feed of activity going.
“We know that car buyers are looking to engage with brands in the evening, with peak research times coming between 6 and 9 pm,” said Nick King Auto Trader market research director.
“With 64 per cent of research happening past 6pm it makes absolute sense to have a social media strategy that does not switch off after 5pm or at weekends. Out of hours multi-screening is now the norm and brands that ignore this fundamental change in buying behaviour will start to lose ground to trail-blazers like Toyota.”
Toyota scored 76 points on a collation of metrics including presence, engagement and activity, 21 points ahead of second place Nissan.