ShareThis has released its quarterly report detailing how consumers propagate information after notable events have occurred. The report looked at events from July to September 2014 and finds that, contrary to expectations, Twitter is not the dominant channel for sharing information over time.
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.