I love scuba diving. For me, there is nothing more magical than gliding through a coral forest seeing all of the strange creatures with their exotic colors going about their daily routines. It amazes me how much the activity at a single dive location can change depending on the time of day or night. Just like in a forest where animal species each have their time of day at the watering hole, sea life takes turns foraging on a reef. The dramatic change at the same location is extraordinary watching the afternoon fade into evening and then the silence of night. Colors that were muted and dull in the daylight become fluorescent under a dive light. Reefs that were occupied by tiny, glowing schools of tropical fish during the day are invaded by schools of giant loggerhead turtles and massive stingrays at night. The change is a stunning display of shifts in social interaction at a single location over time — some subtle and some extraordinarily dramatic.
What does this have to do with social media or marketing? Nothing and everything. Yes, I’m talking about diving, but the focus is on the transitions of interaction between creatures depending on the time of day. Consider the evolution of a reef and the shifts in various social media throughout the time of day. The creatures that lurk in the social networks change as the day passes just like sea life on a reef or wildlife in a forest. The inhabitants change, their familiarity or friendliness with one another changes, and consequently their social interaction changes. Just like in social networks — virtual or real.
This is something that you should do on the social networks where you participate. Spend a few days and nights observing. Who do you follow? When and where are they active? How does the conversation change throughout the day and night?
You’ll be very surprised, and rewarded if you try it.