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>