How long does your Tweet or Facebook post keep the attention of people? Should you post your messages more than once? If so, how soon should you post again?
You have some help with those questions now with some very cool analysis of links in social media from the bit.ly blog (“You just shared a link. How long will people pay attention?”) and discussed at Search Engine Land (“Why “Second Chance” Tweets Matter: After 3 Hours, Few Care About Socially Shared Links”).
At Search Engine Land, Danny Sullivan says:
Here on Search Engine Land, we’ve long tapped into the decline of attention by doing what we call “second chance tweets.” On our @sengineland Twitter account, we tweet a story as soon as it’s posted. However, many of our Twitter followers might easily miss this, if they’re not online, busy and so on. That’s why we schedule a “second chance” tweet for most major stories to go out a few hours after they originally get tweeted... Typically, we receive about 50% more traffic from Twitter from our second chance tweets as from the original ones.
I would love to have similar data from our email service. Should I send out our monthly Measurement Standard emails more that once? Sounds like a good test for our next mailing. --WTP
--Bill Paarlberg is editor of The Measurement Standard blog and newsletter, and of Katie Paine's new book Measure What Matters. The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement.