Facebook has become both the phone book for a digital age and increasingly a venue for advertising, so people seeking new friends or clients should post on Friday when the site is most active, according to a new study.
The weekend is the best time to get engagement from users so Friday appears to be a good time to catch people while they are still at their computers but starting to relax at the end of a work week, according to Adobe’s Digital Index report. Thursday is the second most active day for Facebook activity and Sunday is the least likely day people will comment on posts. Adobe advises people to make posts on Friday to get the most attention, because approximately 17 percent of comments happen on that day, along with 16 percent of likes and shares.
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Facebook is acquiring message service WhatsApp to counter competition from mobile applications, so traffic on Fridays may grow as the site expands its mobile presence, especially for advertisers. Videos posted on Facebook get approximately one quarter of their traffic on Fridays, according to the Adobe study. The social network is launching a mobile advertising network to allow brands to place ads on apps and games, targeting people who have provided their real identities to Facebook, The Wall Street Journal reports. More information on mobile ads is likely to come during Facebook’s quarterly earnings report on Wednesday.
Losing friends on the social network, however, is a big deal for some people as the site can be an outlet for those trying to enrich their social life if they travel constantly or spend hours online in offices. The most common Facebook connections to be unfriended were high school friends, friends of friends, work friends and people who connected on the social network because of common interests, said a study by Christopher Sibona, a computer science doctoral student in the at the University of Colorado Denver Business School.
"The most common reason for unfriending someone from high school is that the person posted polarizing comments often about religion or politics,” Sibona said in a news release about his study. “The other big reason for unfriending was frequent, uninteresting posts."
The four most common responses to being defriended on Facebook were “I was surprised”; “It bothered me”; “I was amused”; and “I felt sad,” according to a second study conducted by Sibona.
“The strongest predictor is how close you were at the peak of your friendship when the unfriending happened,” Sibona said in his news release. “If you have a lot of friends on Facebook, the cost of maintaining those friendships is pretty low. So if you make a conscious effort to push a button to get rid of someone, that can hurt.”
Sibona conducted both of his studies through a survey of 1,077 people on Twitter.