When to hit send…or tweet, post, update.

Like the classic Kenny Rodgers song said, “You have to know when to hold ‘em. Know when to fold ‘em. Know when to walk away and know when to run.”

I have always looked at the use of social media to be as much about timing as it is about what you are going to say.  On the surface it seems pretty simple; thought, construct and send the message.  Pretty simple right?  Not really.  At least not if you care about a few things.

• Will your message be heard.
• Will your message receive the attention you want it to.
• Are you responding to a comment or question from the hip or with strategic thought.
• Do you have the information right.

…and the list goes on.

When can be as exacting as knowing when are the times during the day that the greatest number of people are using social media to the natural flow of saying good morning and good night. (Don’t overlook the power of a simple “Good Morning” to your audience.)

We all know, or should know, that broadcasting that your tactical teams are about to do a door knock would be a dumb thing to do.  Just like announcing that you are looking for a wanted person after the arrest has been made.

When can be resource based.  You only have one hour (or one person) you can commit to your social presence so do you combine that one hour in a single push or do you take ten minute increments throughout the day?   That is up to you.  I like to go in cycles.  If I am working an 8 hour shift, I will go to the streams between two to four times a day.  Some days more, some days less and naturally, when events are occurring I’ll be there.  I’m fortunate…social use is part of my job function.  Many of you will be prioritized differently and aren’t mandated to be in the streams.

A general rule to follow for when…be consistent.  Be active daily.  Commit to your presence and your voice.  Even if that means ten minutes in the morning, ten minutes at the end of your shift, do it everyday.  Let your audience learn your cycle.

I discussed a little while ago about the desire to be instantaneous with information.  I’ll say it again here.  Sacrifice the immediacy for the facts.  I would rather put out the right information twenty minutes after an event has started to unfold then the wrong information in the first few minutes.  You owe that to your audience.

When can also be part of a campaign or strategy that you have in place.  Too often people see the kick off of an event as the day to talk about what you are doing.  Bad timing.  Start a week or two before letting people know its coming.  Populate the streams leading up to the campaign with great content, resources, facts to prepare for the launch itself.

Take a good look at this one; Never go to the streams or respond when you are angry, on edge or fed up.  Too many people have made knee jerk comments that have led to embarrassing situations. Pause; reflect on what you are about to say and consider the outcome of each and every post.

I think it is important to respond to every contact that is made to you.  I also believe though, not every comment is worthy of a response.  Ridiculous statements, combative statements, profanity…leave them alone.  The outcome is never good.  Criticism, constructive assessments and call outs that are meant as a teaching point, “I think you could do better” points are great to respond to.

There is an instantaneous feel to social media, but that doesn’t mean you have to be instantaneous.

A few final thought on when.

• If you are dealing with time based information for say a press conference…give lots of notice.
• Amber/Silver alert information. Watch the clock and let your audience know when the alert has expired.
• Missing persons. As soon a possible when the person has been located, let your audience know.

You will determine and develop your best when, but I hope this gives you an idea of some of the considerations to take.

Finally, its worth repeating…Be consistent.

Why, What, When…next is?

Oh, and sorry about sticking “The Gambler” in your head.