All About Timing

By Laura Smith

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Timing is everything, especially during meetings and events. Food must be served before attendees get hungry and impatient. Breakout sessions must coordinate with speakers’ schedules. Keynotes must be scheduled according to the mood and tempo of the conference.

The timing of your social media reach is equally important. Last week, a webinar by HubSpot, a marketing company, addressed the science of social media timing. Dan Zarrella, Hubspot’s social media scientist, explained that tweeting at a certain time or sending an e-blast on a specific day makes a difference in the amount of attention it gets. Social media, he said, is like a cocktail party. When you’re at a party and everyone is talking, it can be hard to hear. But when two people step into another room to talk, they can hear one another. It’s the same with social media. The concept is called contra-competitive timing: avoiding crowds by delivering content when others aren’t so you have a greater chance of getting attention.

Below are facts and resources to help time your social media:

– Retweets happen most later in day or week. Use to find when most of your retweets happen.
– Saturday and Sunday tweets get the most clicks.
– Most followed Tweeters send an average of 22 messages a day­. The more you Tweet, the better, but content matters. If you’re Tweeting links from other websites, send a lot of them. But if you’re Tweeting content from your own websites, don’t go crazy; only Tweet once or twice per day.

– More articles are posted during the week but more are shared on the weekend because the “noise” is turned down.
– Articles published early in the morning do better than those published in the afternoon. This could vary for your organization, so monitoring your audience response is important.