Code Buster For Selected Socials
According to a new study from Compendium about social sharing practices, there are significant differences in managing social media channels when preparing and scheduling promotional messages appealing to either businesses or the consumer. Not only what to share, but you also how and when to sayit, says the report.
The fact that 73 % of blog administrators are also managing their company’s social media channels is an indicator that many businesses are maturing in their approach to content marketing. While content was once leveraged in one specific channel, marketers are now realizing the benefit, and need, of pollinating their content across multiple channels.
Additionally, the report breaks this data down as a B2B vs. B2C comparison, since there are some significant differences between what works for B2B companies and B2C companies. Here are some optimum characteristics for selected social media as reported by Compendium:
| Ideal Social Media Message Length | ||
|
| Word Content | |
| Medium | B2B | B2C |
| | 16-25 words | 21-25 words |
| | 11-15 words | 1-5 words |
| Source: Compendium, October 2012 |
| Including A Question Mark In Social Messages | ||
|
| Clicks If Question Mark Included | |
| Medium | B2B | B2C |
| | 25% fewer | 45% fewer |
| | 39% fewer | 52% fewer |
| Source: Compendium, October 2012 |
| Including An Exclamation Mark In Social Messages | ||
|
| Clicks If Exclamation Mark Included | |
| Medium | B2B | B2C |
| | 26% fewer | 27% more |
| | 15% fewer | 8% fewer |
| Source: Compendium, October 2012 |
| Including A Hashtag In Social Messages | ||
|
| Clicks If Hashtag (#) Included | |
| Medium | B2B | B2C |
| | 56% more | 20% fewer |
| | 193% more | 82% fewer |
| Source: Compendium, October 2012 |
Using A Number In Social Messages
Timing makes a difference in performance whether day of the week, hour of the day or minute of the hour, says the report:
| Most Effective Time of Day | |
| Medium | Hour |
| | 10-11am and 12-2pm |
| | 11am, 12pm and 3-5pm |
| | 9-11am, 12-1pm |
| Source: Compendium, October 2012 |
| Most Effective Day of the Week | |
| Medium | Day |
| | |
| B2B | Sunday |
| B2C | Monday |
| | |
|
B2B | Wednesday |
| B2C | Monday and Wednesday |
| Source: Compendium, October 2012 |
| Most Effective Part of the Hour for Sharing Content | |
| Medium | Part of Hour |
| | |
| B2B | Top and bottom of the hour |
|
B2C | Evenly throughout the hour except 10-15 minutes into the hour |
| | |
| B2B and B2C | Generally read around the top and bottom of the hour |
| Source: Compendium, October 2012 |
Certainly reporting raw data in this fashion will precipitate questions and conversation for additional clarity. Please visit or contact Compendium here for additional information and detail.
JACK LOECHNER
Center for Media Research
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