Apr 23

The half-life of a tweet

David Leavitt

Social Impact attended the 140 Conference in New York. We'll be sharing some insights from the conference here on this blog.

It’s no secret that the social media age has led to an increasing shorter news cycle. But it turns out that that it’s even shorter than I thought.

According to Betaworks CEO John Borthwick, the half-life of a tweet is four minutes. What that means is that half of the total clicks of a link within a tweet come in the first four minutes of when it is posted on Twitter. Yikes!

In this fast-moving space, here are two things to keep in mind:

  • Be the audience you want to attract. As a nonprofit, you place a special value on people who proactively reach out to people to spread your message. You need to do the same, which means staying active on social media channels rather than pushing out content and walking away.
  • Pay attention to timing. The best open rates for e-mail is midday on weekdays, but there’s evidence that weekends are the best time for Facebook traffic.

With attention spans getting shorter, these steps matter more than ever.




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