The document discusses optimal strategies for brands to maximize return on investment from social media posts. It provides examples of posting frequencies and times that worked well or poorly for different brands on Facebook, Twitter, and blogs. The key recommendations are to understand audience consumption patterns for different platforms, with weekends and evenings typically generating more interactions on Facebook and Twitter. It also advises using tools to schedule posts at optimal times and keeping post sizes small, as smaller posts performed better.

2. The big question
What is the optimal time and
frequency at which my brand
should share material to
maximize my ROI?

3. Good vs. Bad examples
57 million fans
Tuesday 12:10 pm Sunday 7 pm

4. Good vs. Bad examples
Friday at 12:27 pm
620,000 followers
Saturday at 5:14 am

5. The personification of brands
Brands want you
to be their
friends, then
they should learn
to communicate
like one

6. Timing – on Facebook
Weekends are optimal for consumers

7. Timing – on Facebook & Tumblr
8 pm – 7 am = 17% higher interaction for FB
7 pm – 1 am = maximum interaction for Tumblr

8. Timing – on Twitter
19% of brand tweets occur on weekend

9. Timing – on Blogs
Blog readers are early risers

10. Timing – Balancing platforms
Fine balance between tweets and posts

11. Frequency – Facebook
1-2 posts generate 32% more “likes” and
73% more “comments”

12. Frequency – Twitter
Beyond 4 tweets a day, brands experience
law of diminishing returns

13. Size matters
Smaller the better
80 characters
No limit
140 characters

14. 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

15. 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?

17. 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>