Social media posts expire very quickly. Consider Facebook, for instance.
Engagement = likes, comments, shares
Impressions = the number of times a post is displayed in the news feeds of your followers and/or their friends
Reach = the total number of users who are sent or shared an impression
This graph indicates the first 12 hours of your next Facebook post; and concludes you’ll achieve a 75% engagement rate after two hours.
Studied in the fall of 2013, Wisemetrics summarizes:
- 90% of your post’s engagement occurs within 12 hours
- 75% of its impressions occur within 150 minutes
- 75% of its reach occurs in 110 minutes
- 50% of its reach occurs in 30 minutes
Metrics are worse on Twitter — with a half-life four times shorter!
One takeaway is you must be memorable and analytical in every social media post. General Electric is a great case study and can be easily scaled. They know the best days and times to post to achieve emotional connection and maximum return.
Another takeaway is to stop using social media for sharing big thoughts — and to blog about it instead. The shelf life of your blog post is as long as people link to it, comment on it, and search engines give it high rank.
In support of decreased shelf lives of social media posts, Dave Winer posits blogging is great for enriching value: “[I]f you know something as well as anyone else, or you learn something or know something that should be shared, then you should share it on your blog.”
If you don’t know if you should be blogging, or need help setting one up, let’s talk.