Facebook is for ice bucket challenges. Twitter is for Ferguson, Mo. That’s been theconventional wisdom in the past few months; that conversation about breaking news is happening mostly on Twitter, while people are using Facebook to share less timely — some would say less newsworthy — topics.
Shares surrounding events are 5x more likely to draw clickbacks within 24 hours. That’s a huge opportunity for marketers considering RTM strategies. Connecting with the right audiences at the right time allows marketers to tap into major swells in social engagement. But as we’ve found, RTM isn’t a “set it and forget it” affair. Sharing patterns around certain events can’t be predicted any more than the events themselves can be predicted. That’s why it’s especially important to rope in audience segmentation and media delivery with your RTM strategies, not just messaging.