Harvard Business Review: “U.S. companies are expected to spend more than $37 billion dollars on social media promotion annually each year by 2020, representing 24% of the economy’s total digital advertising spend. It’s an astounding number, given that the vast majority of social media managers charged with getting customers to click on posts and through to their websites operate with little strategy beyond what we call “spray and pray,” an approach that litters social media with firm generated content in the hopes that one or more of those posts draw in customers. There is a better way. Our research on circadian rhythms suggests that content platforms like CNN, ESPN, National Geographic, and others can enhance their profit payoffs by at least 8% simply by posting content following the biological responses of their audience’s sleep-wake cycles and targeting content types to when the audience is most naturally receptive to it. On the surface such an approach doesn’t sound difficult. But social media managers face innumerable possibilities for posting content. For example, a social media manager tasked with posting 10 stories in a day and with a budget to promote four of those stories can schedule the sequence of social media posts in over 7 trillion ways. By replacing rules-of-thumb and gut feeling with precise science rooted in biology, we believe social media scheduling can not only be more cost-efficient, but also be a strong part of content platforms’ profitability…” [Its all about being an earlier rise!]