October 23, 2017

Helping PR pros make smarter decisions

Analyst View: The REAL Right Time to Tweet or Post

Analyst View: The REAL Right Time to Tweet or Post

There are an increasing number of articles telling you when to tweet to Twitter, post to Facebook or blog. The truth be told, most of these reports are averages. The people who you want to reach are different, and you need to find the right time to get the results you need.

Why do you have a web site?

It sounds overly simplistic, but why DO you have a web site? For some, it’s to sell (e-commerce), for others it’s just to have a web presence. In every case, a business is on the web to increase profits or opportunities. If this is truly the case, you would want to treat your web site like it was your front window of a storefront: make it beautiful, inviting, let it answer questions (for example, what your company does) and make it beg that a conversation begin (can they help me?).

By not investing amply in daily content in your area of expertise (on a blog) and moving to engage customers where THEY want to find information (Facebook, Twitter, etc.), it invites your competitors to eat your lunch.

Just because you may not use Facebook, Twitter, YouTube or LinkedIn daily, doesn’t mean people making buying decisions aren’t doing just that. Four in five people in America use social media daily; 91 percent of B2B technology purchasers use social media to make buying decisions, and your social footprint and updates now help drive your search position on Google. Miss this boat, regardless of your excuse, is like missing the Internet.

So When Do You Tweet, Post, Blog or Whatever?

Studies from Hubspot and BuddyMedia (in a Mashable report) point to a lot of similarities, but news flash: Your customers are different then everyone else. While they may fall in the formulaic “late week is the best time” batch, you need to identify what type of content resonates with your users and which days and what time. Then you can determine your different audiences.

If you’re just starting out, get ready for the long haul: this is as slow as growing friends in the real world. And don’t equate low numbers with bad results. Influencers are worth their weight in goal and become a community around a brand or store even when you aren’t watching.

The two easiest ways to measure Facebook and Twitter interaction is with a tool such as Hootsuite that has link-shortening tools and metrics built-in. In English, that means you can take a long web site name and make it short and easy, and track the number of clicks. If you’re a little bit savvier, you can measure campaigns within your web analytics program. (Google analytics is free and easy to use). This allows greater attribution of exactly where and with which content a user originated.

The BuddyMedia study suggests being concise in wording, something very important in a fast moving and often mobile-based audience. My research shows that the further you get from four hours after the initial tweet/post, interest in the content decays. The decay accelerates quickly after eight hours. Yes, knowledge and information has a half-life. Even for live events, more than half your potential audience will never want in after eight hours lapses.

After a while, look at the TYPES of content and when people react to them. Once you’ve quantified this, test out your theory. If the results hold true, you are on your way to more targeted marketing. If not, try again. Count engagements as well – and most of all LISTEN to what your customers are saying no less than four times each day.

Customers in social media want a one hour response time. Search Facebook and Twitter with tools such as Tweetgrid, Hootsuite (both Twitter only), PRMetrics or Topsy. Listen for your brand names, and respond quicker than your competitors and you win. Be honest, transparent, and most of all human.

New research shows the leads gathered this way go cold in just an hour – so strike when the iron is hot and engage your prospects as soon as possible!

While the song suggests “Nighttime is the Right Time” for some tweets, “Your Time, My Time” may be a better rule to follow.

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1 Comment

  1. raul@raulcolon.net'
    Raul Colon

    Wayne,

    I really think you have some great points last week at a conference a few people asked questions that you have answered here. They where mostly looking for a mathematical formula to solve when to tweets, how many times you are going to tweet etc.

    In line with your post you need to stay up to date and listen. If you try to look for a short cut just like you said your competitors or other publishers will eat your lunch.

    A good point is content decay some of us forget of how important that can be when sharing something of value.

    The line I enjoyed was striking when the Iron is still Hot.

    Thanks for sharing such great info.

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