NEW YORK: Businesses and organisations can utilise Twitter to increase their engagements with clients and stakeholders by streamlining the flow and content of tweets, says a study.

The researchers from University of Missouri (MU) and Louisiana State University analysed Major League Baseball (MLB) teams' use of Twitter to engage and increase fan interest.

They found that the more individual teams released original content from their Twitter accounts, such as score updates or player profiles, the more followers they gained and engagements they initiated.

The researchers said their findings could provide guidance for many businesses struggling with how to use social media.

"Business managers know they need to be on social media, yet many do not know how to handle social media metrics to maximize positive outcomes for their businesses," said Brian Soebbing, co-author on the study.

"However, little research has been done on how businesses and organizations can maximize their consumer engagement and interaction on social media, and thus, very few best practices exist that are backed by research," he added.

For their study, the researchers analyzed the Twitter accounts of all 30 MLB teams over 13 consecutive months.

They found that day-to-day increases in content creation and differences in team success on the field caused little change in the number of Twitter followers.

READ MORE: Facebook's Dialer App 'Hello': 5 Features To Know and NASA Celebrates Earth's Splendid Beauty