Timing Is (Almost) Everything

In comedy, they saying that timing is everything. In social media, if not everything, it is something that needs serious consideration.

You can find many recommendations for when to post online, but the problem is that they are generalizations. The real answers about when to post need to be specific to your audience.

In real estate, they say location matters. That is also true for social media.

A restaurant in almost any city draws its customers from the local area. If you are in Washington D.C., posting for that time zone and around the times when people are apt to be looking for dining suggestions (Are you a breakfast or dinner place?) is optimal. A restaurant in San Francisco needs other posting times.

If your business has wider national or international reach, you may need a strategy that includes multiple accounts, such as Twitter handles, for each region.

How well do you know your audience? Questions to consider: What time are people waking up? Are they accessing your resources during work hours, evenings or weekends?

There are many free and pay tools to help you find the best time to post, such as Audiense,  and using an auto-scheduler dashboard (such as Hootsuite) then allows you to schedule social media times based on when they have performed the best.

Hootsuite has recommended Best Times to Post on the big 3: Facebook, Twitter, and Instagram.

Facebook is interesting for timing. One thing you might not consider at first is that  75 percent of your Facebook post’s engagement will happen within the first five hours and 75 percent of your post’s lifetime impressions are reached after just two and a half hours. These posts do not have a long shelf life or “legs”

The “half-life” of a Tweet is said to be only 24 minutes and Tweets reach that 75 percent mark in less than three hours.

You will find online many recommendations for specific networks. For example, for The Huffington Post , the recommendations for maximum retweets is to post at 5 p.m. and 12 p.m., and the best days for business-to-business organizations is, not surprisingly, Monday through Friday, but for business-to-consumer it’s the weekends and Wednesdays.

Takeaway: Know your audience’s social media habits and customize to that profile for each network.


Infographic via Kissmetrics, a behavioral analytics and engagement platform
built for marketers and product teams.

When Following Someone Gets Creepy

creepy face pixa

LinkedIn tells you when someone has viewed your profile – or when you view someone’s profile.  The latter might seem useful. The former might make you feel a bit creepy.

I wrote earlier about how people are informed when you do a screenshot of someone’s Instagram photo.

And now, Facebook’s new “Stories” update also does notifications. When you watch a friend’s Story that friend will know you’re watching.  A “Story” exists for 24 hours and is comprised of one or more photos or short videos and Stories works this way on platforms that supports them like Snapchat and Instagram).

Facebook really wants you to be interactive with the database of photos, text and video you and your friends have uploaded. It has been copying some of Snapchat’s features. Snapchat is popular (but much smaller than Facebook) for its more private messaging.

Facebook’s algorithms aren’t smart enough to keep Stories (which are designed to be an unfiltered you  in the moment) away from everyone who is your “friend.”

I think most users of all these social services enjoy the relative anonymity that allows them to look through at least partial profiles without  “friending,” liking” or doing anything that reveals your identity or “creeping.”

I often see in my LinkedIn feed that someone looked at my profile (maybe a recruiter or friend of a friend). It piques my curiosity. Who is this?  I’d like to see their profile, but I don’t because my look will be communicated to that person.

Is it creepy to look at profiles of people you don’t know? Should people be notified when their content is view by someone they don’t follow or haven’t accepted as a friend?


I See You Did a Screenshot of My Instagram Photo

Instagram has made a few updates. In a nod to (or copy of) Snapchat, you can send a self-destructing messages to a “friend.” Another change that probably addresses your intellectual property (if that is what you consider your photos) – but it might also be a little creepy.

If you take a screenshot of a screen, that person gets a notification. “ronkowitz took a screenshot.”


That’s probably not an issue if it really is a friend’s account that you did that screenshot on, but if it’s your ex- or someone you have been quietly stalking, maybe not.

The two new features could actually overlap: what if  you send one of those Snapchatty disappearing messages and the receiver takes a screenshot? You’ll get a message that they did. Good to know that your message didn’t really disappear.


The Secret of Louise Delage on Instagram


If you’re looking for a good model for getting followers, you might point to Louise Delage on Instagram. She arrived on the social network August 1, 2016. A pretty chic French woman posting pictures of herself and some friends in Paris having drinks, eating, smiling and enjoying life. Just another 25-year-old who likes posting pictures of herself.

She got 66,000 followers in just over a month. How? Not such a shocking account. Good photographs, pretty people, nice locations. Two to three posts per day. Lots of hashtags on each post.  Louise got about 50 likes per day which leads others to your account.

But Louise is not real.

Remember LonelyGirl15? Delage was a campaign. It wasn’t to sell a product. It was more like a public service announcement.

On September 22,  “Louise” posted a video clip that revealed she was a campaign by advertising agency BETC.


The Instagram video shows that in the vast majority of the 150 Delage photos on the fake account there is some alcoholic drink shown. Louise likes booze.

The campaign was created for Addict Aide  which sought to raise awareness of alcoholism and addiction among young people.

BETC  was attempting to point out how easily we might be blind to noticing the addiction of someone close to you and thought the fake account might show that with someone you saw every day.

Though the deception has garnered some negative reactions, it certainly brought awareness to Addict Aide.

From a social media perspective, we can take note of their approach.

  • Very active account (2-3 posts daily)
  • Posting at high-traffic times
  • Good photography – they looked at fashion posts and borrowed practices (Like using filters)
  • 20+ fashion or food-related hashtags on each post
  • A pretty profile personality surrounded by more pretty people in pretty places
  • Liking and following (they used a bot) certain accounts (women interested in fashion, journalists and celebrities) and influencers with 20-100K followers

The final video post that revealed the campaign.