News happens in a flash, and thanks to social media, it travels even faster. So when an issue arises in social media, whether it’s a breaking news story or a customer complaint, you need to be agile enough to respond in real time.
Why is it important to be fast? According to StatCounter, the half-life of a shared link on Facebook is about 3.2 hours (the point in time when a link has garnered half of the engagement it will ever get). On Twitter it’s even lower at 2.8 hours.
In other words, engagement around a given link or topic is fleeting, so you have to be quick to respond if you want to capitalize on or quell the hoopla around a subject on social media. So here are some tips to help you be a more agile social media marketer that can both capitalize on social opportunities, and repair brand damage — but hopefully more often, it’s the former.
Set Up Social Monitoring
You can’t quell social media PR disasters or leverage new opportunities without, duh, knowing about those disasters and opportunities. So unless you want to spend the entire day clicking refresh on your Twitter stream, implementing some social media monitoring technology is the best way to stay on top of the conversations. – The Tactics You Need to Capitalize on the Fast Pace of Social Media by Meghan Keaney Anderson