The science of social sharing for media, #journchat style

Every Monday night from 8:00 to 9:00 pm ET for the past (almost) three years journalists, public relations professionals, bloggers and students and educators have gathered to talk about the changing media landscape. We’ve discussed everything from how to execute social media for news gathering to tips for PR pros pitching via social networks to being the first live-chat to get access to news organizations like CNN and NBC. I’m obviously biased, but I think it just keeps getting better.

Most recently we did something a bit different and brought in a non-journalist to talk to us about the science of social sharing to arm us with data to back up some of our “gut feelings.” What follows below is a transcript of the questions asked and responses from our special guest, Dan Zarrella.

Q1: What times/days are most beneficial for posting via social networks to generate page views?
@danzarrella: Q1 depends on the site, for blogging views are highest early in the week & in the day: http://slidesha.re/g83Nsj

Q2: When publishing links to stories/posts on Twitter, when is RT (retweet) activity the highest? How do you know?

• @danzarrella: Q2 my data shows later in the day Friday is the most retweet-friendly: http://slidesha.re/eP8NV3
• @danzarrella: Q2 You can also look at the times your account specifically gets the most retweets

Q3 @danzarrella How often should a blogger/journ publish on their blog/outlet to maximize page views & links?

• @danzarrella: Q3 My data shows that the more often blogs post, the more links and traffic they get: http://slidesha.re/gK2Oxk
• @danzarrella: Q3 Twitter is less sensitive to “over posting” than Facebook is though
• @lindaperrybarr: How so? RT @danzarrella: Q3 Twitter is less sensitive to “over posting” than Facebook is though
• @danzarrella: @lindaperrybarr my data shows 22 tweets per day is optimal, whereas 0.5 FB posts per day (every other day) #journchat
• @danzarrella: BTW, If you want to check easily what day/time you get he most retweets-per-tweet use this tool: http://bit.ly/eCa9fo

Q4 @danzarrella Is there baseline for # of hrs needed on social networks that make a journ/news outlet “successful?”

• @danzarrella: Q4 I don’t think so. The more time you can spend the better, but measure how much $$ social is making you.
• @danzarrella: Q4 If it’s making more money than it’s costing (in terms of time) keep going!

Q5 @danzarrella Does the science of social sharing conflict/compliment the news cycle? How can we use data?

• @danzarrella: Q5 I think the biggest place where the two conflict is weekends. #journchat <more>
• @danzarrella: Q5 Stories posted on the weekend get more fb shares: http://bit.ly/96CKb6 and comments: http://slidesha.re/idq8FC #journchat <more>
• @danzarrella: Q5 and emails sent on the weekend get more clicks: http://slidesha.re/eAYOM4 #journchat

Q6 @danzarrella What are the most important social sharing stats news orgs and journs should know?

• @danzarrella: Q6 The most retweetable words: http://bit.ly/vtARI the most FB Shareable words: http://bit.ly/c7KguZ
• @danzarrella: Q6 “Engaging in the conversation” probably doesn’t work: http://bit.ly/idiCrM #journchat <more>
• @danzarrella: Q6 re-read Strunk & White: http://bit.ly/a0WZhL & http://bit.ly/9CLEmP

Q7 @danzarrella Are news orgs who post on a consistent schedule more/less likely to generate online interactions?

• @danzarrella: Q7 You know, I used to hear that advice a long: “be consistent” I’ve not found any data to suggest it matters #journchat <more>
• @journchat A question for the crowd: What social stats do you find are most valuable for your news outlet? What about your blog
• @danzarrella: Q7 It appears that novel, timely, frequent and “contagious” posting matters far more.

Q8 @danzarrella What tools and resources, preferably free, can journalists use to track their online stats? Why does it matter?

• @danzarrella: Q8 TweetWhen is a great way to learn when you get the most retweets: http://tweetwhen.com #journchat <more>
• @danzarrella: Q8 But the most important social media metric is dollars and cents, which comes from systems you already have in place.

Q9 @danzarrella How many stories should news orgs “push” each day via social networks? Is there a magic number?

• @danzarrella: Q9 It depends on the network. For Twitter, go crazy: http://slidesha.re/i0GKUx #journchat <more>
• @danzarrella: Q9 For Facebook, be more choosy: http://bit.ly/hUEul2 <more>
• @danzarrella: Q9 for blog posting, again, post as much as you can: http://slidesha.re/gK2Oxk same for email: http://slidesha.re/e5DE5X #journchat

Q10 @danzarrella et al: What’s your favorite/most popular advice you offer news orgs on social sharing?

@danzarrella: Q10 Avoid Unicorns and Rainbows advice. Go with Science. http://bit.ly/aRMtzK

Questions about #journchat? Feel free to tweet me at @PRsarahevans.