Over the last couple weeks I’ve had the chance to have several good conversations about social scheduling. One of the areas of discussion (specifically related to Dashter) is – why schedule tweets?
It’s a good question – and requires having a little familiarity with Twitter, but here’s my short answers…
Etiquette: When someone logs on to Twitter, they’re going to see a stream of the latest tweets in their “home” display. This is true for most clients like Hootsuite or Tweetdeck as well. Generally, there’s an implicit assumption that when you log in you’ll see a stream of the latest tweets from around your social circle. But, if someone you’re following logs in and posts all their tweets all at once, that tweet stream fills up with just them. It’s not particularly courteous.
You’re Missing the Spread: One of the best advantages to spreading your tweets out throughout the day is that you can cover the whole audience. Remember – 7am on the East Coast is 4am on the West Coast – and that’s just in the US. If you’re trying to reach / appeal to a global audience, the clock never stops – and twitter adoption continues to rise globally. Remember, Twitter is attempting to position itself as the “universal” social network thanks to the low adoption threshold (140 text characters can be managed by just about any cell phone on the planet) – so global audience & reach is essential. Assume that your audience logs in to Twitter once or twice per day and scans 20-30 tweets, and that’s it. Wouldn’t you like to increase the odds that they’ll see your tweet?
Tweets Don’t Last Very Long: There’s a couple schools of thought in terms of “how long” a tweet lasts on the network. That’s because of the signal vs. noise challenge. In general, I’ve heard that Tweets have a “lifespan” of anywhere from 5-15 minutes; all the way up to 2 hours. After that, it really has run its course. By and large, people don’t interact with Tweets older than a few minutes.
Maintain Multiple Conversations: If you get involved in a couple simultaneous conversations on Twitter, suddenly you will be posting multiple replies over a span of a very short period of time. By scheduling tweets, you can spread out the likelihood of holding one conversation at a time – allowing you to carry on better one-on-one conversations than if you have to have many at the same time.
The Signal vs Noise Challenge: There is a lot of noise on Twitter. Even the best selected group of people to follow will result in a wealth of conversations and “starters” that really don’t matter to you. The same will be true of the people who follow you… Some people will be deeply engaged, but generally few will be interested in your individual messages. That’s the advantage of the short lifespan of a Tweet. But how do you overcome the noise? By seeding your tweets throughout the day via scheduling, you’ll have more chances to have your message reach its audience and provide true signal than if you posted all your messages simultaneously.
Heavy Active User Paradox: It would make sense that your messages will be more effective if the people you engage with, follow, and follow-back were all heavy active users on Twitter. They’d be ready to spread your message, right? But the paradox is that active users on Twitter tend to interact and engage with heavily active users on Twitter. So the signal processing gets overrun again…
Here’s what I mean: If you are followed by someone who follows 10 people (and each person posts 1 message per day) you have a 1/10 (10%) chance of being “read.”
But if the person who follows you follows 100 people, and each person posts 10 times per day, any single message now has a “read” chance of 1/(100*10): 0.1%.
That’s the challenge with Twitter – as people find more interesting people to follow they end up hitting a wall of signal. So how do you improve the likelihood that your message will at a minimum get viewed (and hopefully RT’d, quoted, replied-to, or curated)? You schedule your tweets to spread them across the potential audience-online timeframe.
Remember – if someone logs in to Twitter and browses through their last few messages, they’re only 1-click away from your profile to view all your latest tweets, so your tweets should always be interesting and a reflection of you. You want your messages to be quality and consequential, but you ultimately want them to be read and ideally engaged with. By using scheduling, you can reach a broader audience, have better engagement with the people who follow you, and improve your objective outcomes on Twitter.