Volkswagen made some news recently when it came to an agreement with its unions to deactivate e-mail on company BlackBerries when its German staff members are off duty. Deutsche Telecom instituted a similar policy to give employees some time away from their smart phones.
Is this the start of a trend?
On All the Time
The on-all-the-time culture is spreading around the world. When business associates write to me in the evening or over weekends, they can usually expect a quick response – and vice versa.
There’s very little light left between work and leisure time. Companies are definitely worried about work-life balance because a burned-out employee isn’t very productive.
But wait a minute. How does this affect how many times my blog posts are retweeted or the number of comments that I get? This isn’t funny or off topic. Companies plan their social media campaigns around the times that consumers are tweeting and commenting – and that’s often after-hours on company smart phones.
Getting Measurable Traffic
I wrote about how to get traffic to your blog in an earlier post. From a study I quoted:
- Timing: Blogs get the most views at 11 a.m., most comments between 8-9 a.m., most retweets at 4 p.m.
- Post early in the week for views and links and on the weekend for comments.
If employees are tuning out email on their own time, will they also be turning off social networks like Facebook where consumer products companies are cashing in big time? Will they stop commenting on weekends?
No doubt social media fatigue is setting in. Twitter continues growing, but by some estimates close to 120 million accounts are dormant. Many users have only written a few tweets so they are hardly active.
Many businesses both large and small are jumping into social media to market to their customers, abandoning traditional channels like paid advertising.
It may be time to rethink throwing all your marketing resources into social media if the window for reaching buyers continues to narrow as customers tune out.