Look Who's Talking - Part III
Communicate Passively With A Measurable Strategy
Posted: June 10, 2010 at 1:54 PM by Jesse OliveThis is Part III of a 6 part blog campaign to help you with ideas on HOW to engage and listen to your online audience, WHY you should listen to them first before creating your own content and WHAT to do in response to their voice. In PART I of “Look Who’s Talking”, we outlined five key benefits to forming relationships with online readers by first researching and posting existing content to social media. Part III of “Look Who’s Talking” will cover the second of these five key benefits.
2. Begin effectively communicating with a passive, yet measurable strategy.
When researching what information has already saturated the internet and posting links to your resources on social media via Hootsuite, you will not only learn what content your audience has already been reading, but you will also receive feedback from your audience without them ever contacting you. How? Hootsuite allows you to view the number of clicks per post, per social media account. So, by analyzing the subject matter of what links were more popular, you learn more about your audience’s interest. It is important to post your links around the same time, however. Otherwise, you will have to consider the time of your post when conducting analytics when there is no need to complicate things.
It’s commonly known that people spend most of their time on the internet at work and the best time to post material is during or right after lunch. Some people take breaks at their desk and surf the net, while others go away to lunch to return to their computer and surf before going back to work. You probably have heard this. What you may not have heard or considered is paying attention to time zone differences if you are marketing nationally or internationally.
If you are in the Pacific Time Zone, it may be better to post in the morning, so you can reach your audience on the East Coast during lunch and your readers on the West Coast when they get to work. The main thing is not to post during hours where people are most focused on their work or not even in front of the computer. Most people are ready to go home at the end of the day.
You may want to experiment, however, and post the same article in the morning one month and then int the evening another month to gage when your readers are clicking on your posts most often. You want to give it a good month though, so you have a good set of numbers to compare. One week vs. one month is obviously less data. Once you figure out what works through analytics, go with it and be consistent--but continue to measure your strategy.
