Communications of the ACM
Capitalizing on Sleep-Wake Cycle Can Drastically Increase Digital Ad Profits From Social Media, Study Shows
Researchers at the University of Notre Dame have determined that digital content platforms can increase traffic to their websites from social media by aligning their posting schedules with their target audiences' sleep-wake cycles.
Credit: Notre Dame News
University of Notre Dame researchers have determined that digital content platforms can increase traffic to their websites from social media by aligning their posting schedules with target audiences' sleep-wake cycles.
The researchers interviewed social media managers from several major content platforms to learn how they make posting decisions, and examined a year’s worth (5,700) of Facebook posts and boosting (paid advertising in support of posts) data from a major newspaper on the West Coast. They found social media managers relied on intuition in making posting decisions, without considering the emotions posts might elicit from readers.
Using this data, the researchers developed an algorithm to help social media managers determine the optimal timing for posting content, which posts to boost (with paid advertising), and how many to boost per day to stay within budget.
Notre Dame's Vamsi Kanuri said the algorithm "can help firms make profit maximizing content scheduling decisions."
From Notre Dame News
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