Making Sense of Social-Media Timing

This post originally appeared in our October '12 issue of “Live Report from the Future of Marketing,” our monthly Post-Advertising newsletter. Subscribe for free here.

Data can be maddening. Like Play-Doh, it can be molded into a variety of shapes and sizes and can resemble whatever the creator wants it to resemble. Let me explain.

Imagine you’re a salesman and you have only one hour to sell your product (and you can’t divide that hour) to a roomful of potential customers. You can choose any day of the week, any time of day or night. If you don’t have any further information, it’s pretty hard to decide when to do your selling. You’ll probably just follow all the other salesmen.