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Tweet late, email early, and don’t forget about Saturday: Using data to develop a social media strategy

Tweet late, email early, and don’t forget about Saturday: Using data to develop a social media strategy
Tweet more, and embrace the weekends. That’s according to Dan Zarrella, a social media researcher (with 33,000 followers himself). Zarrella works for HubSpot, mining data on hundreds of millions of tweets, blog posts, and email newsletters to help marketers find trends. News organizations should pay attention, too. Zarrella says the right Twitter strategy depends in part on what your goals are. Want to accumulate as many followers as possible? It’s an inexact science, but at least it’s an attempt at science where so much social media strategy is driven by intuition. After collecting more than two years of data, Zarrella shared his findings Tuesday in a webinar called “The Science of Timing.” It turns out that time is often the afternoons, when blogs and news sites are slower, and the weekend, when they’re all but asleep. Retweet activity is highest late in the work day, between 2 and 5 p.m., and the sweet spot (tweet spot?) Here are the slides from Zarrella’s webinar:

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