When Are Facebook Users Most Active?

I was browsing Mashable today when I came across this study analyzing when Facebook users are most active. The results were interesting. The three biggest spikes in usage were found to be on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET, with the biggest spike occurring at the 3:00 p.m. on Wednesdays.

The study also found that although weekday usage at 3:00 p.m. was the most widespread, posts published in the morning garnered more attention than those posted in the afternoon. It was discovered that these morning brand posts were 39.7% more effective in terms of user engagement and maintaining your target audience's attention is vital in public relations, this information is extremely valuable to PR practitioners.

The study also revealed that the top of the hour (:0 to :15) tended to see more interaction than other parts of the hour. This is because people often perform a quick social media check before another meeting or task. Public relations practitioners can make use of this information by posting relevant information pertaining to their clients during this time, ensuring that it will show up at the top of consumer's Newsfeeds.

In a previous article about how users interact with brands, it was noted that "...65% of Facebook users only access the site when they're not at work or school..." I think this presents a valid point that if companies only make social media a part of their 9 to 5 work day, they are missing out on connecting with a large portion of potential customers.

The obvious goal for public relations professionals is to efficiently and effectively engage with the target public to promote a message. Becoming aware of when potential consumers are connecting with your page is key in getting the most successful message across. Paying attention to these patterns will allow PR practitioners to capitalize on the way in which they interact with consumers.

How Has “The Social Network” Changed Facebook’s Brand Perception?

I saw The Social Network over fall break and found it very interesting. I wondered how, if at all, it would alter the public's perception of both co-founder Mark Zuckerberg as well as Facebook as a social media tool. As they say, any publicity is good publicity. The most influential result of this movie is that it got people talking about Facebook as a brand. It gave users and non-users alike a more personal understanding of how the company was founded.

Mashable.com published an article analyzing data compiled by YouGov BrandIndex about the effect The Social Network has had on Facebook as a brand. Zuckerberg was presented in a fairly unflattering light in the movie - betraying his best friend, "stealing" the idea for Facebook, etc. I questioned whether this portrayal would leave people with a bad taste in their mouth and in turn influence them to make another social media site their main networking tool. However, I highly doubt this will end up being the case.

YouGov BrandIndex asked people: "Do you have a general positive feeling about the brand." The resulting chart shows a start date of September 16th, 2010 and an end date of October 6th, 2010. The greatest negative impact was among adults ages 50 and older. I don't think this is surprising as this age group generally doesn't use Facebook or necessarily understand its' relevance as a social media and networking tool.

The impression among adults 18 to 34 more than doubled between the start and end dates. This age group had the most notable shift in perception of Facebook. This is also the group that is most active in utilizing social media tools so I don't think the results are surprising. I think having a better understanding of the history of Facebook led to a greater respect for the brand and the hard work put in to creating such an expansive social media site.

I think the media buzz surrounding this film has sparked discussions (both positive and negative) in most demographic groups. It helped Facebook become a more prominent topic in every day conversations and I think Zuckerberg should be thankful for the free publicity.

The Future of Event Planning and Social Media

I came across this article on Mashable.com and found it particularly relevant since I want to be an event planner. This story highlights the ways in which event planners are using social media to promote and organize events of every size. Facebook Events is a common and easy-to-use planning tool but now there are so many more resources available to the public to spread a message.

One innovative way event coordinators are using social media is by making social media a part of the event itself. For example, using geolocation by partnering with a site such as Foursquare to create a badge that acts as an invitation to an exclusive after party. Social media is also used to communicate with event guests by creating a special venue on Foursquare and offering tips to attendees such as recommending they try a unique drink or appetizer.

I think having people check-in at an event is a great way for coordinators to promote themselves as well as the charities/companies they represent. Anything that helps guests feel more involved is a great thing. It is imperative to create your own image and specific brand. People will remember your company and the innovative techniques you implemented.

Another goal is to encourage conversation before, during and after an event. Promotional videos can be sent out before the event to be get people talking.  It is a way to get people involved and excited for the upcoming occasion. Social Climbing, a charity rock-climbing event, encouraged people to log their climbs on a social media site during the event. Each climb translated directly into donations for the charity.

I think this makes the attendees feel more connected to one another and promotes unique social interaction. It is important to get people talking about your event and using a modern technique such as this almost guarantees that people will remember your event long after it is over.

At this point, Twitter is arguably the most useful and widely-used social media tool for event planners. Twitter is an invaluable resource when searching for reputable vendors for an event. It is also crucial when planning a destination event because an event coordinator can interact with social networks in that location to secure vendors. Twitter can also be used to promote other companies who, hopefully, will promote your company in return. It is useful in solidifying your reputation and it is a great way to enhance and grow your networking capabilities.