US marketing execs were most likely to say their companies created Twitter content on the same day. More than one-fifth of respondents cited this frequency. However, the second most common prep time fell on the other end of the spectrum: 16% planned Twitter content a month or more in advance. This group may be planning content for the social site as part of an overall, long-term campaign, instead of treating it as an on-the-fly marketing activity. And interestingly, the percentage of those who planned their tweets just one day ahead dropped to 7%—the smallest group.
Facebook was less real time. There, marketing execs were most likely to plan content for the social platform a month or more in advance (25% of respondents). Prepping Facebook content between two and five days ahead of time ranked second, at 17%, and just like with Twitter, respondents were least likely to plan just one day before, cited by 9%. Read the rest at eMarketer.