The Science of Social Media Timing

Consumer insights on the science of social media timing

Great webinar (#timesci) by Dan Zarrella (@danzarrella), social media scientist at HubSpot.  Many insights.  A lot that are counter-intuitive.  (Please note all references to time are based on EST/EDT.)

Anything you can do to legitimately establish you or your firm as an “official,” “leader,” “founder” of an initiative or idea will generate more followers in any online media.

Consider “contra-competitive timing” — avoiding the crowds, presenting your thinking at times when other people are not.

Eighty-eight percent of the population (i.e., social media users) are in the Eastern and Central time zones.

Key takeaways for social media:

  • Retweets are highest later in the day (2:00 to 5:00 p.m.) and later in the week (Thursday through Sunday).
  • Twitter click-through-rates are higher on Tuesday and Wednesday as well as Saturday and Sunday.
  • Tweet more — 22 tweets per day generates the most followers
  • Most sharing on Facebook takes place on Saturday and Sunday
  • Facebook shares in the morning do better than those in the afternoon or evening

Key takeaways for email:

  • People read email throughout the day; however, 95% read email in the morning while 70% read in the evening
  • Open rates and abuse reports are higher on the weekend
  • Click-through-rates are higher earlier in the day
  • More emails sent = fewer unsubscribes
  • Your newest subscribers offer the greatest click-through potential — they’re the hungriest for what you have to say
  • Send more email earlier in the day and test sending on the weekend

Key takeaways for blogging:

  • Like email, people read blogs throughout the day, but more read in the morning (80%) than in the evening (40%)
  • Views per day decline on Saturday and Sunday
  • Views grow until 10:00 to 11:00 a.m. and then peak again at 11:00 p.m.
  • Comments spike on Saturday and Sunday — readers have more time
  • Links are higher on Mondays through Thursdays — that’s when other bloggers are looking for content and link to other blogs
  • Links are highest between 6:00 and 7:00 a.m. since bloggers are posting between 8:00 and 9:00 a.m.; as such, blog early in the morning if you want links
  • Blogs that publish more than once a day get linked to much more often; as such, blog more frequently

Which of these findings do you find most surprising?

Which of these will affect your social media posting habits?

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About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at www.insightsfromanalytics.com/blog.
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