As the analytics roll in, an organization might be surprised at what it finds. Safdar and Englin discovered that the frequency of UNICEF’s postings to its Facebook site had an unintended consequence: With the exception of responses to specific high-profile crises, the UNICEF staff lost most people’s attentions after about the third posting/update of the day. I can certainly speak from experience that a series of micro updates quickly become background noise to be avoided.
Not to be avoided is hump-day Wednesday, the day that UNICEF posts got the most comments and respondents. And when they do respond, be sure they are responding to your site and your call-to-action. Safdar and Englin warn content creators to be sure to have links directly to the donations or volunteer pages of one’s own site, not to more information (that might lead your reader to donate at other sites). Such misdirection should surely be classified as a misunderutilization of Baer’s Seven Steps.
Have a safe and lovely weekend.