While we love the creative side of our business, there is a drier, more scientific side we should not ignore. Making sure our ads are seen enough to be effective. There is a science that measures television advertising. I’m sure Madison Avenue has a formula that somehow measures the effectiveness of the creative of the […]
While we love the creative side of our business, there is a drier, more scientific side we should not ignore. Making sure our ads are seen enough to be effective.
There is a science that measures television advertising. I’m sure Madison Avenue has a formula that somehow measures the effectiveness of the creative of the TV ad itself — copy, length, production, graphics, music, mood, etc. The measurement in television advertising is reach and frequency. Reach is the number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time.
Frequency is the number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time.
But what about social media marketing? How often should you tweet, or post to Facebook or LinkedIn? What’s the balance between informative and annoying?
Here are the take-aways in an article that addresses this issue.
Post to Twitter at least 5 times a day.
If you can swing up to 20 posts, you might be even better off. It takes 18 minutes for a tweet to be over the hill.The 18-minute mark seems to be the time it takes for half of a tweet’s retweets to occur. In other words, once a tweet has been live for 18 minutes, it has reached the peak of its engagement. Leftover engagement might follow, but its glory days are done.
Post to Facebook five to 10 times per week.
Facebook posts reach their half-life at the 90-minute mark, nearly four times longer than Twitter.
Post to LinkedIn once per day on weekdays.
Click here to read the entire article.
Don’t forget to send me your May sweeps spots. Here’s what I need — a YouTube or Vimeo link to any examples you want to share, along with a short explanation about it if you want. I’ll try and post the examples each day in the afternoon.
For competitive reasons, it might be best to submit only those promos that are already on your air. Make sure you get the permission of station management.
My email and phone number are at the top of the column.
I’ll share one of mine every day as well. Look for the first examples today.
Comments (0)
Reader Interactions