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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>