Social Media - Time, Frequency, Size

What is the optimal time and frequency at which my brand

should share material to maximize my ROI?

The big question

Good vs. Bad examples

57 million fans

Tuesday 12:10 pm Sunday 7 pm

620,000 followers

Good vs. Bad examples

Friday at 12:27 pm

Saturday at 5:14 am

The personification of brands

Brands want you to be their

friends, then they should learn to communicate

like one

Timing – on Facebook

Weekends are optimal for consumers

Timing – on Facebook & Tumblr

8 pm – 7 am = 17% higher interaction for FB 7 pm – 1 am = maximum interaction for Tumblr

Timing – on Twitter

19% of brand tweets occur on weekend

Timing – on Blogs

Blog readers are early risers

Timing – Balancing platforms

Fine balance between tweets and posts

Frequency – Facebook

1-2 posts generate 32% more “likes” and 73% more “comments”

Frequency – Twitter

Beyond 4 tweets a day, brands experience law of diminishing returns

Size matters

Smaller the better

80 characters No limit

140 characters

Managerial Implications

#1: You cannot just post content for the sake of it, you have to understand your audiences consumption pattern. #2: Tools such as Hoot suite & Tweet O’clock can help one perfect their content sharing

Discussion Question

The motive behind ideal time/size/frequency is to maximize the

reach of ones content.

What other ways do you feel brands use or should be using to get the most

out of their tweets/posts?

Appendix - Tactics to max. reach

• Twitter - If you ask followers to “RT,” you’ll get a 12X higher retweet rate than if you don’t. But if you spell out the word “retweet,” that figure jumps to 23X

• Facebook - It’s also a good idea to run photos — photo posts get 39% higher interaction rates than average

• Fill in the blank posts get 9 times more comments

• Tweet O’Clock, a twitter app allows you to find out when it’s best to tweet someone.Just enter their Twitter username, select the timezone to display the results in.. then click on <Find>