Yes, that's the punchline to an old joke but it's also very true. And for a comic, material (content) is key - but equally important is its delivery (timing).
In other words, is your message getting to the people you're trying to reach when they're looking? (That's what retail is all about.)
I was thinking about timing this morning; I always do at the end of the year reflecting on what's ahead, looking back.
And I realized that, in addition to standout content, timing is of the essence for PR and social media.
For example, if you're trying to reach a business audience, should you post a new blog entry on Saturday afternoon or would it have more impact on a weekday? When are the people you're trying to build relationships active online? Are they too busy thinking about something else (the holidays, for instance) to pay attention to your message? What's the optimal time to publish to reach your goals?
I think as social media moves to the mainstream, we need to blend immediacy with appropriate timing. Sure we want to share some things right away - but before we do, let's stop for a moment and think about whether this is the best time to publish or press send.
Of course, I should probably hold this post till after the holidays, but sometimes you break your own rules.
Thanks for sticking with me and reading my blog this year. I want to wish you and yours a Merry Christmas and a truly enjoyable holiday season. It's time!
Thursday, December 24, 2009