Spray-n-Pray Marketing Dead End

[Graybeard]

Make the most out of Social Media posting -- like the *big dogs* do.
This is just proving out what has been common knowledge for a few years ...

>>>24% of the economy’s total digital advertising spend. It’s an astounding number, given that the vast majority of social media managers charged with getting customers to click on posts and through to their websites operate with little strategy beyond what we call “spray and pray,” an approach that litters social media with firm generated content in the hopes that one or more of those posts draw in customers. ...

Also, the managers typically had a budget for “boosting” posts. That is, they were able to pay social media platforms to advertise specific posts to broader audiences based on demographics, interests, and location, which potentially increased the click-through rate. ...

When we examined the link clicks of 5,706 posts on the Facebook page of a major U.S. newspaper, we found that, true to what social media managers suspected, morning posts had higher click-through rates than posts at other times of the day. Specifically, content posted in the morning attracted 8.8% more link clicks than content posted in the afternoon, and 11.1% more link clicks than content posted in the evening. <<<
A Study Shows the Best Times of Day to Post to Social Media

 

[msulcs]

That's interesting. Would be interesting to know if the buy rate is also higher in the morning...

 

[Graybeard]

read the full article

Surprisingly, we saw that boosted posts in this data set earned $60,921 more in revenue in the afternoon than in the morning,

a summation >>>
While the tool did make profitable decisions, many of our lessons can be implemented quickly and independently by any organization. For instance:

• All else equal, posting content in the morning results in higher engagement.
• Boosting posts is most effective when the target audience is experiencing low working memory.
• Assuming the majority of the audience start their day in the morning, it is ideal to post content conveying high-arousal emotion (i.e., angry or worried) in the morning and “deep think” content in the afternoon.
• A firm does not need additional boosting budget to increase gross profits. Simply rearranging the posts to match content preferences of target audience can do the trick.
• Increasing boosting budget does not necessarily increase gross profits. There is a tipping point where additional spending results in only marginal increases in gross profits.

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