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Social Engagement Requires Near Constant Activity

Posted on 4.24.2011

Social analytics company Visibli released some interesting findings about social media "stickiness" that might change how you interact with social platforms.

According to their study of 200 million Facebook users and their "likes" and comments behavior, the average Facebook post lasts about 80 minutes before losing relevance. About 50 percent of these interactions take place within 80 minutes of posting, while 80 percent takes place within 7 hours and 95 percent within 22 hours. In other words, post early and post often for the highest level of engagement. However, if one post is particularly important to a branding effort, leaving it up longer will result in more engagement for that post -- a new post will quickly move the first post to the irrelevant pile.

Engagement is even more rapid for Twitter posts, which is to be expected. Twitter posts receive 95 percent of their re-tweets within the first hour of posting, according to Visibli CEO Saif Ajani.

While this would point to constant posting as a recipe for success, brands need to be aware of their own audiences. Too many posts or tweets can result in disengagment, too. The only way to know for sure is to pay attention to levels of interaction. Facebook makes available analytics regarding interaction for every post and brand page and, using various Twitter tools, businesses can monitor interactions such as clicks and retweets, as well as whether or not fans are "unfollowing" them.

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