Editor’s Note:
The SaaS Company, AWI (Andrews Wharton) was a long time client of mine — and it all came because I replied to one of their tweets. The NDA has since expired.
They ended up buttoning down expenses and ending their engagement with me in 2023 for what I now know was an acquisition (January 2025) by San Antonio’s, Stirista — a company recognized by Deloitte as a “top 500 fastest growing tech company in North America” for the last four years according to CEO Ajay Gutpa’s LinkedIn post.
Twitter (X) used to have amazing analytics and I tracked data (not just followers) in Google Sheets. So I asked ChatGPT to do a quick analysis.
~ Bridget Willard
Overview
In August 2019, Andrews Wharton, a long-standing data company specializing in consumer and audience data—and now part of Stirista—reached out after discovering my work on Twitter. What began with a single underperforming account grew into a multi-year collaboration including Twitter/X and LinkedIn account management, product launch support, article writing, content strategy, and cross-channel execution.
Between 2019 and 2023, their Twitter presence evolved from sporadic posting to a streamlined, high-efficiency communication channel that consistently attracted the right audience, reflecting the brand’s authority and expertise in the data industry.
How It Started
Andrews Wharton’s former AVP of Marketing and Brand Strategy, Tracy Lee discovered me on Twitter and initiated the relationship that defined the next several years of the company’s digital presence.
My article about it describes how an everyday interaction on social media turned into a strategic partnership that supported Andrews Wharton’s growth, new product rollouts, and ongoing visibility.
Objectives
When I began managing the account on August 5, 2019, the goals included:
- Re-activate and stabilize a mostly inactive Twitter account
- Establish consistent, on-brand communication
- Increase visibility within the data, marketing, and advertising ecosystem
- Improve engagement quality and conversation depth
- Expand social efforts across multiple Andrews Wharton product and brand initiatives
- Maintain results through changes in staffing, schedules, and platform shifts
Performance Summary (2019–2023)
Across five years of management:
- 1,668 tweets published
- 257,400 impressions
- 20,535 profile visits — the most underrated metric of Twitter/X
- 449 mentions
- Net follower growth of +70 overall, with +167 followers gained from 2021–2023
The most meaningful improvement: 22x Profile Visits Per Tweet
Profile visits per tweet increased from 1.2 in 2019 to 27.6 in 2023, demonstrating a significant rise in qualified interest from a more aligned, data-focused audience.
Year-by-Year Snapshot
2019: Reactivation Period
163 tweets, 53,324 impressions, 198 profile visits
The account was revived and reintroduced to the industry. Early activity focused on consistent posting, audience warming, and algorithm re-engagement.
2020: Visibility Breakthrough
318 tweets, 112,634 impressions, 3,239 profile visits
This was the highest-impression year. Engagement conversations increased dramatically, with 207 mentions. Profile visits per tweet rose to 10.2, showing meaningful lift in audience curiosity.
2021: Audience Alignment
430 tweets, 52,953 impressions, 3,343 profile visits
Follower growth became consistently positive. Content moved toward higher relevance for the data and marketing audience, resulting in stronger alignment and interaction quality.
2022: Strongest Follower Growth
534 tweets, 23,300 impressions, 7,605 profile visits
Despite industry-wide shifts, Andrews Wharton saw its strongest follower increase at +92. Profile visits rose significantly, indicating deeper engagement.
2023: High-Efficiency Engagement
223 tweets, 15,189 impressions, 6,150 profile visits
With less than half the volume of the previous year, the account still earned strong engagement. Profile visits per tweet reached 27.6, the highest of any year, reflecting a fully mature, efficient strategy.
Key Outcomes
- Increased relevance within the data and marketing ecosystem
- Higher-quality audience interactions and more meaningful engagement
- Steady follower growth after early cleanup periods
- Recognition and mentions from peers and industry accounts
- Strong performance even with reduced posting frequency
- Consistent, professional representation of the Andrews Wharton brand leading into its acquisition by Stirista
Client Testimonial
“Bridget and I met on Twitter and I thanked my lucky stars for the next four years working very closely with her.
Bridget is organized, quick-witted, and understands Twitter from a user and a back-end perspective which makes her bulletproof.
It began with a single Twitter account and transformed into multiple accounts, new product launches, copywriting projects, and none of this would have been possible without Bridget.
I cannot recommend her highly enough. Bridget is a five star Yelp review. Full stop.”
— Tracy Lee
Conclusion
Managing Twitter for Andrews Wharton during a period of industry change, platform instability, and company acquisition required consistency, adaptability, and a steady focus on audience alignment. Over four years, the account became a reliable channel for visibility, brand awareness, and professional reputation.
The collaboration demonstrates how long-term social media management—done well—compounds over time. A single direct message turned into years of measurable impact and brand growth.
Want to Build a Stronger Social Presence?
If your company needs long-term, strategic, relationship-driven social media management, I can help you:
- Build consistent visibility
- Strengthen your position within your industry
- Grow an aligned and active audience
- Improve engagement and profile traffic
- Support product launches and ongoing brand initiatives
We can book a sales call and you can see the SaaS Marketing Plan that I modeled after working with AWI.
