• Implement and use the most popular agile framework―Scrum;
• Deliver products in short cycles with rapid adaptation to change, fast time-to-market, and continuous improvement; and
• Support innovation and drive competitive advantage.

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Tags: Agile • Agile Book • #HMS • #Innovate • #Innovation • #Agility • #B01FZ0JIIY • #scrummaster • #CSM • Scrum Master • #AgileScrum • #Conference Speaker • #Speaker • #ScrumBook • #AgileScrumGuide • #Scrum • #PublicSpeaking • #PublicSpeaker • #ProjectManager • #ProjectManagement • ScrumMaster • CSM • #PrivateEventSpeaker • #Podcast • #Metrics • #KeynoteSpeaker • #Leadership • #Corporate Speaker • #Analytics • #AgileBook • #1533370249 • #9781533370242 • #HarvardMedicalSchool • #Harvard • #Dashboards • #Agile • Agile Scrum Guide • Healthcare • Medical • Speaker • Scrum Book • Scrum Book • Scrum • Scott M. Graffius • Public Speaking • Public speaker • Project Manager • Project Manager • Project Manager • Project Management • Private Event Speaker • Podcast • Metrics • Leadership • Keynote Speaker • ISBN-13: ‎978-1533370242 • ISBN-13: ‎978-1533370242 • ISBN-10: ‎1533370249 • Innovation • Innovate • If you don’t collect any metrics, you’re flying blind • If you collect and focus on too many, they may be obstructing your field of view • HMS • Harvard Medical School • Dashboards • Harvard • Corporate Speaker • Conference Speaker • ASIN: ‎B01FZ0JIIY • Agility • Analytics • Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions

• Global engagement: With 5,170,000,000 (5.17 billion) active social media users worldwide^B1, the potential audience is vast.
• Enhanced brand visibility: Boost awareness and reach in the marketplace.
• Stronger customer connections: Foster meaningful engagement with your audience.
• Increased website traffic: Drive more visitors to your online platforms.
• Better search engine rankings: Improve visibility in search results.
• And more: Unlock additional opportunities to grow your brand.

• 2025: 0 minutes (exceptions apply).^A1
• 2024: 0 minutes (exceptions apply).^B4
• 2023: 0 minutes (exceptions apply).^B5

• 2025: 0 minutes (exceptions apply).^A1
• 2024: TikTok did not appear in the 2024 report.^B4
• 2023: TikTok did not appear in the 2023 report.^B5

• 2025: 49 minutes.^A1
• 2024: 43 minutes.^B4
• 2023: 24 minutes.^B5

• 2025: 81 minutes = 1.35 hours.^A1
• 2024: 76 minutes = 1.27 hours.^B4
• 2023: 105 minutes = 1.75 hours.^B5

• 2025: 155 minutes = 2.58 hours.^A1
• 2024: Reddit did not appear in the 2024 report.^B4
• 2023: Reddit did not appear in the 2023 report.^B5

• 2025: 1,143 minutes = 19.04 hours.^A1
• 2024: 1,185 minutes = 19.75 hours.^B4
• 2023: 1,200 minutes = 20.00 hours.^B5

• 2025: 1,426 minutes = 23.77 hours.^A1
• 2024: 1,458 minutes = 24.30 hours.^B4
• 2023: 1,440 minutes = 24.00 hours.^B5

• 2025: 9,625 minutes = 6.68 days.^A1
• 2024: Podcasts did not appear in the 2024 report.^B4
• 2023: Podcasts did not appear in the 2023 report.^B5

• 2025: 13,929 minutes = 9.67 days.^A1
• 2024: 12,717 minutes = 8.83 days.^B4
• 2023: 12,672 minutes = 8.80 days.^B5

• 2025: 169,789 minutes = 3.88 months.^A1
• 2024: 164,518 minutes = 3.76 months.^B4
• 2023: 164,270 minutes = 3.75 months.^B5

• 2025: 1,037,340 minutes = 1.97 years.^A1
• 2024: 1,022,997 minutes = 1.95 years.^B4
• 2023: 1,051,200 minutes = 2.00 years.^B5

• Frequently Asked Questions (FAQs),
• Coverage of Graffius’ Research,
• Sources/References,
• About Scott M. Graffius
• How to Cite This Article,
• and more.

• Cambridge Dictionary: "Websites and computer programs that allow people to communicate and share information, opinions, pictures, videos, etc. on the internet, especially social networking websites."^B18
• Britannica Dictionary: "Forms of electronic communication (such as Web sites) through which people create online communities to share information, ideas, personal messages, etc."^B19
• Dictionary.com: "Websites and other online means of communication that are used by large groups of people to share information and to develop social and professional contacts."^B20

• User-generated content.
• Multimedia sharing (such as text, images, audio, or videos).
• Interactive engagement features (such as comments, likes, or shares).

• User-generated content: Users create personal stories and snaps.
• Multimedia sharing: Allows sharing of photos and short videos.
• Interactive features: Users can reply to snaps, react with emojis, and send direct messages.

• User-generated content: Users create and upload short videos.
• Multimedia sharing: Primarily focused on video content.
• Interactive features: Allows comments, likes, and shares on videos.

• User-generated content: Users post tweets and threads.
• Multimedia sharing: Supports text, images, GIFs, and videos.
• Interactive features: Enables retweets, likes, and replies.

• User-generated content: Users create posts, stories, and events.
• Multimedia sharing: Supports text, images, videos, and live streaming.
• Interactive features: Offers likes, comments, shares, and reactions.

• User-generated content: Users submit posts and create subreddits.
• Multimedia sharing: Allows text posts, images, videos, and links.
• Interactive features: Includes upvotes/downvotes, comments, and awards.

• User-generated content: Users post photos, videos, and stories.
• Multimedia sharing: Focuses on visual content (images and videos).
• Interactive features: Enables likes, comments, and direct messaging.

• User-generated content: Users create profiles and post professional content.
• Multimedia sharing: Supports text posts, articles, images, and videos.
• Interactive features: Allows connections, likes, comments, and endorsements.

• User-generated content: Creators produce and upload audio or video episodes.
• Multimedia sharing: It can include both audio-only content or video formats.
• Interactive features: Listeners/viewers can rate, review episodes, or otherwise comment on them.

• User-generated content: Users create and upload videos.
• Multimedia sharing: Primarily video-based platform.
• Interactive features: Allows likes, comments, subscriptions, and sharing.

• User-generated content: Users create boards and pin content.
• Multimedia sharing: Focuses on image and video sharing.
• Interactive features: Enables re-pins, likes, and comments.

• User-generated content: Authors create and publish blog posts.
• Multimedia sharing: It can include text, images, videos, and audio.
• Interactive features: Readers can comment on posts or share them.

• Content Relevance: Posts that resonate with audience interests and needs will likely have a longer half-life.
• Timing of Post: The timing of your post can significantly affect its half-life. Posting at times when your audience is most active and likely to engage can extend the lifespan of your post.
• Engagement Level: Posts with higher initial engagement will likely remain relevant and visible longer.
• Quality of Visuals: Posts with high-quality visuals, such as images, videos, or infographics, tend to capture more attention and have a longer lifespan on social media.
• Use of Hashtags: Strategic use of hashtags can increase the discoverability of your post and extend its reach, thus impacting its half-life.
• Platform Algorithm: Each social media platform has its own algorithm that determines the visibility and reach of posts. Understanding and optimizing for these algorithms can affect the half-life of your posts.
• Audience Engagement: The level of engagement from your audience, including likes, comments, shares, and click-through rates, can influence the half-life of your post. Higher engagement indicates higher relevance and longevity.
• Post Frequency: The frequency at which you post content can impact the half-life of individual posts. Spacing posts out can allow each one to receive more attention over time.
• Content Format: Different content formats, such as text-only posts, images, videos, and interactive content, may have varying half-lives based on their appeal and engagement potential.
• External Events and Trends: External events, holidays, trends, and news topics can affect the relevance and visibility of your posts. Leveraging timely content can extend the half-life of your posts by tapping into current conversations and interests.

• Algorithm-driven content delivery: TikTok's "For You" page constantly refreshes with
• new content, promoting rapid consumption.
• Short video format: TikTok videos are typically brief, encouraging users to quickly
• move on to the next piece of content.
• Ephemeral features: TikTok Stories (like Instagram Stories) disappear after 24 hours, reinforcing the platform's emphasis on fleeting content.

• Algorithm refinements: X may have adjusted its algorithm to promote certain content.
• Content quality improvements: The platform's focus on attracting small-to-medium businesses as advertisers might have led to higher-quality, more engaging content that resonates with users for longer periods.
• New features: X introduced new features and made changes to existing ones, which could impact how users interact with content.
• Political events: The platform's increased activity during key events, such as the U.S. elections, may have contributed to longer-lasting engagement with posts.

• Algorithm refinements: Facebook may have adjusted its algorithm.
• New features: Facebook has been introducing new features and changing existing ones.
• Balanced content mix: The algorithm is designed to show users a variety of post types, ensuring they don't see multiple posts of the same type in a row. That could contribute to longer engagement periods.

• Content depth: Reddit's focus on in-depth discussions and longer-form content naturally leads to extended engagement periods.
• Community-driven structure: The platform's subreddit system allows users to engage with niche communities, fostering longer-lasting interactions.
• User behavior: Redditors may spend significant time exploring threads and participating in discussions, contributing to longer content lifespans.
• Algorithm design: Reddit's algorithm may prioritize relevant content over recency, allowing posts to maintain visibility for longer periods.
• Diverse content types: Reddit supports various content formats, including text posts, links, images, and videos, catering to different user preferences and engagement patterns.
• User demographics: Reddit's user base, which includes a high proportion of tech-savvy and engaged users, may contribute to longer content lifespans.

• Increased content volume: With Instagram's large user base, more content may be competing for attention, leading to faster content turnover.
• Algorithm adjustments: Instagram might have refined its algorithm to prioritize more recent content, potentially reducing the visibility of older posts.
• Shift towards video content: The platform's increasing focus on Reels and short-form video content could be impacting the longevity of traditional posts.
• User behavior changes: Users might spend less time on individual posts and more time scrolling through their feeds or exploring new content formats.
• Rise of ephemeral content: The popularity of Stories and other temporary content types could be influencing overall engagement patterns on the platform.

• Increased content volume: LinkedIn has been growing steadily. This growth may have led to more content being shared, potentially reducing the lifespan of individual posts.
• Algorithm refinements: LinkedIn might have adjusted its algorithm to prioritize more recent or trending content, slightly reducing the visibility of older posts.
• User behavior changes: Professionals might adopt more frequent, shorter engagement sessions, leading to quicker content turnover.
• Shift in content types: The platform's increasing focus on video content and live events could be impacting the engagement patterns of traditional posts.
• Mobile usage: With more users accessing LinkedIn via mobile devices, browsing habits may have shifted towards shorter, more frequent interactions.

• Content depth: Podcasts often feature in-depth discussions and longer-form content,
• leading to extended engagement periods.
• On-demand nature: Listeners/viewers can generally consume podcast content at their convenience, allowing for engagement over a longer timeframe.
• Niche topics: Many podcasts cater to specific interests, fostering dedicated listener/viewer bases that engage with content more thoroughly.

• Algorithm refinements: YouTube may have adjusted its recommendation algorithm to promote a wider variety of content, increasing the visibility of videos over a longer time frame.
• Content quality improvements: There might be an emphasis on higher-quality, more engaging content that resonates with users for longer periods.
• Shift in content types: The introduction of YouTube Shorts and its growing popularity could be influencing overall engagement patterns on the platform.
• Improved search and discovery: As the second-largest search engine, YouTube's enhanced search capabilities may be helping users find relevant content more easily.

• Algorithm refinements: Pinterest may have improved its recommendation algorithm, increasing the visibility of relevant pins over a longer timeframe.
• User behavior changes: With Pinterest's growing user base, particularly among Gen Z, there might be more users exploring content over extended periods.
• Content quality improvements: The platform's focus on personalization and AI-driven recommendations could lead to more engaging, relevant content.
• Mobile app optimization: Improvements in the mobile experience may be contributing to longer engagement periods.
• Diverse use cases: Pinterest's expansion into emerging categories like men's fashion and auto, alongside its core areas, could be broadening content appeal and extending engagement.

• Content quality focus: The extended half-life may reflect an increased emphasis on creating high-quality, evergreen content that remains relevant over time.
• SEO improvements: Ongoing refinements in search engine algorithms and SEO practices could contribute to better long-term visibility of blog content.
• Shift to long-form content: With many platforms favoring short-form content, blogs remain a bastion for in-depth, comprehensive articles, which may contribute to sustained engagement.
• Improved user experience: Enhanced blog designs, faster loading times, and mobile optimization could encourage longer and repeated engagement with content.
• Integration with other platforms: Effective cross-promotion of blog content on social media and other channels may drive sustained traffic and engagement.

• Quality Over Quantity: Engagement metrics—such as likes, comments, and shares—indicate a higher level of interaction with content. A high engagement rate suggests that the audience isn't just passively consuming content but is actively involved, which can lead to stronger relationships with followers. This interaction can foster community, loyalty, and advocacy.
• Algorithmic Favor: Social media algorithms are designed to promote content that generates engagement. If posts receive a lot of likes, comments, and shares, the algorithm tends to favor the content by increasing its visibility. This can lead to a higher reach, which might not be directly proportional to the initial number of views.
• Monetization and Influence: For creators and marketers, platforms often reward engagement more than views in their monetization models. Engagement indicates real user interaction, which is more likely to translate into website visits, product sales, or ad revenue compared to passive views.
• Brand Loyalty and Advocacy: Engagement, especially comments and shares, can lead to user-generated content or discussions, which are invaluable for brand loyalty and advocacy. When followers share content, they're endorsing the respective brand or message to their network, potentially reaching a broader audience with a personal recommendation.
• Feedback and Improvement: Comments and other forms of engagement provide direct feedback. This interaction allows content creators to understand what resonates with their audience, helping refine strategies or content for better performance.
• Virality and Reach: Content that engages tends to have a higher chance of going viral.

• Bensley, Robert J., & Brookins-Fisher, Jodi (2023, December 14). Community and Public Health Education Methods: A Practical Guide—Fifth Edition. Burlington, MA: Jones & Bartlett Learning. [The authors cover Graffius’ work in Chapter 10 (Using Social Media) and list Graffius’ work as reference number 84 on page 256. A link to the publication at Google Books is here: https://bit.ly/cphem-5.]
• Berkessel, Juergen (2021, October 27). How Evergreen Posting on Social Media for Podcasters Creates Growth. Season 1, Episode 9 of the Podcasting Strategy Show. Available at: https://polymash.com/evergreen-posting. [The podcast references Graffius’ research. Show notes include Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual as well as a hyperlink to Graffius’ full report.]
• BlivSetOnline (2024, November 15). Forstå vigtigheden af halveringstid på sociale medier. Available at: https://blivset.online/forstaa-vigtigheden-af-halveringstid-paa-sociale-medier.
• Buffer (2024, February 7). 9 Ways to Grow Your Following on X/Twitter. Available at: https://buffer.com/resources/get-more-followers-on-twitter-x/. [It has a hyperlink to Graffius’ research.]
• Burton, Taylor (2022, November 2). Social Media Marketing: Leveraging LinkedIn. Pennsylvania Bar Institute. Available at: https://go.pbi.org/blog/social-media-marketing-leveraging-linkedin. [In the article, “LinkedIn posts are shown to have a longer lifespan” is hyperlinked to Graffius’ research.]
• Center for Direct Marketing (2024, March 25). Best Marketing Podcasts, Lifespan of Social Media and Blog Posts. Available at: https://dmcenter.com/march-2024/. [The article references, and has a link to, Graffius’ research.]
• Center for Direct Marketing (2022, September 27). What Is the Average Lifespan of a Blog or Social Media Post? Available at: https://dmcenter.com/lifespan-of-a-post. [The article includes data from Graffius and a hyperlink to his research.]
• Chaturvedi, Saurabh (2024, September 27). How Often to Post on Social Media. Available at: https://recurpost.com/blog/how-often-to-post-on-social-media/.
• Chowdhary, Tanish (2023, March 21). 13 Best Twitter Thread Tools to Go Viral in 2023. Geekflare. Available at: https://geekflare.com/best-twitter-thread-tools. [The article includes Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual and a hyperlink to Graffius’ research.]
• Confederation of European Waste-to-Energy Plants (CEWEP) (2023, June 15). The Power of Social Media and How to Use It. 10th CEWEP Waste-to-Energy Congress, 14th - 16th June 2023, Berlin. Available at: https://www.cewep.eu/congress2023presentations/ and https://www.cewep.eu/wp-content/uploads/2023/06/4.1-Monika-Michalska.pdf. [CEWEP Congress presentation slide 9 featured Graffius’ visual, representing a summary of his research findings.]
• Degraux, Xavier (2022, November 5). Quelle est la Durée d’un Post sur Twitter, Instagram, LinkedIn. Available at: https://www.xavierdegraux.be/quelle-est-la-duree-dun-post-sur-twitter-instagram-linkedin. [In his article, Xavier Degraux — a social networks and content marketing consultant based in Belgium — discussed Graffius' work and provided a hyperlink to the research. Here's the title in English: How Long is a Post on Twitter, Instagram, LinkedIn.]
• Encompass Online Marketing (2023, March 15). How Often Should You Publish New Content? Available at: https://encompassonline.ca/blog/how-often-should-you-publish-new-content. [Among other points, the article references the lifespan of tweets and has a hyperlink to Graffius’ research.]
• Fallah, Georges (2023, December 18). The Best Times to Post on Social Media. Available at: https://www.vbout.com/blog/the-best-times-to-post-on-social-media. [The article has hyperlinks to Graffius’ research.]
• Gebauer, Susanna (2022, October 25). Twitter Scheduling: How to Schedule Tweets for More Impact. Available at: https://susannagebauer.com/blog/twitter-scheduling/. [The article includes a link to Graffius' research.]
• Geyser, Werner (2023, September 20). 34 Mind-blowing Pinterest Stats for 2023. Influencer Marketing Hub. Available at: https://influencermarketinghub.com/pinterest-stats. [The article references the durations of “three months” and provides a hyperlink to Graffius’ research.]
• GoDaddy (2023, February 20). How to Do Social Media: A Guide for Small Businesses and Entrepreneurs. Available at: https://www.godaddy.com/resources/skills/how-to-do-social-media. [In discussing the lifespan of tweets, the article provides a hyperlink to Graffius’ research.]
• Gotch, Nathan (2023, December 4). How to Start an SEO Business (2024 Update). Available at: https://www.gotchseo.com/start-seo-company/. [The article includes Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual and a hyperlink to Graffius’ research.]
• Hawes, C. W. (2023, January 24). Social Media Half-Life. Available at: https://www.cwhawes.com/social-media-half-life. [The article identifies Graffius’ research and has a hyperlink to it.]
• John, Vanessa (2024, September 5). Website vs. Social Media - Do You Still Need a Site in 2024? Madgicx. Available at: https://madgicx.com/blog/website-and-social-media.
• Karr, Douglas (2024, February 18). The Half-Life of Social Media Posts in 2024: Navigating Lifespan for Strategic Impact. Available at: https://martech.zone/half-life-of-a-social-media-post/.
• Lin, Yunduan, & Wang, Mengxin, & Zhang, Heng, & Zhang, Renyu, & Shen, Zuo-Jun Max (2021, June 9; revised 2023, June 28). Content Promotion for Online Content Platforms with the Diffusion Effect. SSRN. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3863104 and https://dx.doi.org/10.2139/ssrn.3863104. [The scientific paper mentions Graffius’ work, and it delineates his research in the References section.]
• Little, Trena (2024, April 1). Create a Content Calendar That's Simple and East to Implement. Video. Available at: https://www.youtube.com/watch?v=JI1muSuSVmA.
• McErlain-Naylor, Stuart (2022, March 24). Social Media for Academia - All You Need to Know [Video]. Available at: https://www.youtube.com/watch?v=Ka88MxZbU8o. [At timestamp 13:59 in the video, Dr. Stuart McErlain-Naylor displays a visual which summarizes the 2022 edition of Graffius’ research.]
• MeetEdgar (2023, April 2). Everything You Need to Know About Repeating Social Media Content. Available at: https://meetedgar.com/blog/repeating-social-media-content. [This article from social media management tool company MeetEdgar discusses the lifespan of posts and it has a hyperlink to Graffius’ research.]
• Memom, Alafiya (2023, June 14). Master the Art of Using Pinterest for Blogging in 2023. ContentStudio. Available at: https://blog.contentstudio.io/pinterest-for-blogging. [The article rounds up the half-life of Pinterest pins as “4 months” and it includes a hyperlink to Graffius’ research.]
• Metricool (2023, October 31). YouTube Marketing in 2023. Available at: https://metricool.com/youtube-marketing. [The article includes “According to Scott Graffius’s data ...” and a hyperlink to Graffius’ research.]
• Midvalley Coach / Evercoach (2023, March 10). Proven Strategies To Enroll Coaching Clients [A Detailed Guide]. Available at: https://www.evercoach.com/coaching-guides/enroll-coaching-clients/. [Where the article addresses the life span of social media, “24 minutes (Twitter) to 24 hours (LinkedIn)” links to Graffius’ research.]
• Patel, Neil (2023, May 23). 18 Powerful Twitter Marketing Tips [That Actually Work]. Neil Patel. Available at: https://neilpatel.com/blog/twitter-marketing-tips. [In the article, “The average lifespan of one tweet” has a hyperlink to Graffius’ research.]
• Pinterest Inc. [See: Graffius, Scott M. (2024, October 10). Pinterest Inc. References Scott M. Graffius’ Research. Available at: https://scottgraffius.com/blog/files/pinterest_inc_business_blog_features_graffius.html. DOI: 10.13140/RG.2.2.31296.55041.]
• Pinterest Inc. – Japan [See: Graffius, Scott M. (2024, December 19). Pinterest Japan Uses Graffius’ Research on Temporal Dynamics on Social Media Platforms. Available at: https://scottgraffius.com/blog/files/pinterest-japan-uses-research-by-graffius.html. DOI: 10.13140/RG.2.2.35455.93606.]
• Pitzalis, Josh (2022, November 21). Finding Social Media Calendar Ideas for Twitter. Chirr App. Available at: https://getchirrapp.com/how-to/find. [The article references the half-life of a tweet and has a hyperlink to Graffius’ research.]
• Pugalia, Akash, & Lalani, Farah (2023, September 29). Digital Safety: How a Multi-Faceted Approach Can Help Tackle Real-World Harm. World Economic Forum. Available at: https://www.weforum.org/agenda/2023/09/digital-safety-multi-faceted-approach-tackle-real-world-harm. [The Proceedings of the National Academy of Sciences (PNAS) included data by Graffius on the half-life of social media. The World Economic Forum covered that PNAS study in their article.]
• Rainey, Clint (2023, August 15). Social Media’s Toxic Impact Can Last Up to 8 Days. This Behavioral Scientist’s Solution Might Surprise You. Available at: https://www.fastcompany.com/90939081/social-media-toxic-impact-content-moderation-solution-behavior-science. [The Proceedings of the National Academy of Sciences (PNAS) included Graffius’ research data on the half-life of social media. Fast Company covered that PNAS publication — and summarized Graffius’ data from it — in their article.]
• Rynek Pro (2023, June 26). Długość Życia Postów (Half-Life) w Mediach Społecznościowych w 2023 Roku. Available at: https://rynek.pro/half-life-dlugosc-zycia-postow/#pll_switcher. [Rynek Pro, a Poland-based advertising agency, featured Graffius’ research in their article. Here’s the title in English: Life Expectancy of Posts (Half-Life) in Social Media in 2023.]
• Sallaway Paul (2024, June 1). Using Social Media The Right Way! Available at: https://mivision.com.au/2024/06/using-social-media-the-right-way/.
• Schaffer, Neal (2024, September 17). Maximizing LinkedIn for Business Growth: A Practical Guide to Building Your Brand and Driving Results. Irvine, California. PDCA Social.
• Schneider, Philipp J., & Rizoiu, Marian-Andrei (2023, August 22). The Effectiveness of Moderating Harmful Online Content. Proceedings of the National Academy of Sciences of the United States of America, 120 (34): e2307360120. Available at: https://www.pnas.org/doi/abs/10.1073/pnas.2307360120. DOI: 10.1073/pnas.2307360120. [The scientific paper references Graffius’ “Lifespan (Half-Life) of Social Media Posts” research and uses his data.]
• Small Business Development Center (2024, September 30). 10 Marketing Strategies to Grow Your Small Business [Video]. YouTube. Available at: https://www.youtube.com/watch?v=WelVAmXuxPU&t=1181s.
• Social Selling CRM (2024). Demi-vie de Vos Publications: Stratégies d’Optimisation 2024.’ (In English: Half-life of Your Publications: 2024 Optimization Strategies). Available at: https://www.socialsellingcrm.com/demi-vie-de-vos-publications-strategies-doptimisation-2024/.
• Statler, Jacob (2024, September 12). How to Schedule Social Media Posts: Best Tools and Tips. Post Planner. Available at: https://www.postplanner.com/blog/how-to-schedule-social-media-posts/. ["The lifespan of a social media post" — in green text, located towards the end of the article — links to Graffius’ research.]
• Strozyk, Kaylee (2023, November 3). 11 Tips on How to Use Pinterest for Real Estate. Fit Small Business. Available at: https://fitsmallbusiness.com/how-to-use-pinterest-for-real-estate-agents. [The article references that the half-life of Pinterest pins is “about 3.75 months.” Selecting the respective hyperlink brings up Graffius’ research.]
• Thailand TV News (2022, August 16). Half-Life of Each Social Media Post. Available at: https://thailandtv.news/half-life-of-each-social-media-post-thumbsup. [The article incorporates data from Graffius’ work, and it has a hyperlink to his research.]
• The Tech Reps (2023, January 23). SEO or Social Media Marketing, Which is Better for Sales? [video]. Available at: https://www.youtube.com/watch? v=aVmQdHDXCrw. [The Tech Reps used Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual as the background image in their video.]
• Two Rivers Marketing (2020, December 9). 8 Social Media Channels and Tactics to Consider Adding to Your Marketing Mix. Available at: https://www.tworiversmarketing.com/blog/8- social-media-channels-and-tactics-to- consider-adding-to-your-marketing-mix. [The article references the lifespan of posts and has a hyperlink to Graffius’ research.] Walters, Christy (2023, May 4). How To Curate Content for LinkedIn: Handpick Your Next Post. CopyPress. Available at: https://www.copypress.com/kb/social- media-promotion/curate-content-for-linkedin. [The article discusses the lifespan of a LinkedIn post and has a hyperlink to Graffius’ research.]
• What What SEO (2024, September 5). 5 bonnes raisons de créer un compte Pinterest si tu es entrepreneuse. (In English: 5 good reasons to create a Pinterest account if you are an entrepreneur.) Available at: https://whatwhatseo.fr/creer-compte- pinterest-entreprise-avantages/. [The article incorporates Graffius’ research; to see the details, select 'Sources' located towards the end of the article.]
• And many more.

• A1. 'Lifespan (Half-Life) of Social Media Posts: Update for 2025' by Scott M. Graffius covers Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts (audio and video formats with engagement functionality), YouTube, Pinterest, and blogs (with engagement functionality). Findings were derived from an extensive analysis of over 5,000,000 social media posts and 225 podcasts, aggregated from multiple sources, including APIs, proprietary commercial datasets, academic and research consortia databases, publicly shared datasets, governmental and non-governmental organizational data repositories, and more. The collective dataset includes data from 1 January 2024 through 31 December 2024 (with retrospective data from antecedent blogging platforms) on diverse entities, including individuals (from those with a relatively small number of followers/subscribers to influencers), businesses (from small to large), professional associations, educational institutions, and others. Entities are represented proportionately, reflecting the distribution in the digital ecosystem. This comprehensive, multidimensional approach yields a robust and representative sampling of posts, providing a broad and deep scope of analysis.

• B1. Statista (2024, May 17). Number of Global Social Network Users 2017-2028. Available at: https://www.statista.com/statistics/278414/number- of-worldwide-social-network-users/.
• B2. Trivette, Hannah (2022, October 14). A Guide to Social Media Algorithms and SEO. Forbes.
• B3. Statista (2024, July 10). Most Popular Social Networks Worldwide as of April 2024, by Number of Monthly Active Users. Available at: https://www.statista.com/statistics/272014/global- social-networks-ranked-by-number-of-users/.
• B4. Graffius, Scott M. (2024, January 1). Lifespan (Half-Life) of Social Media Posts: Update for 2024. Available at: https://scottgraffius.com/blog/files/social-24.html. DOI: 10.13140/RG.2.2.21043.60965.
• B5. Graffius, Scott M. (2023, January 1). Lifespan (Half-Life) of Social Media Posts: Update for 2023. Available at: https://scottgraffius.com/blog/files/social-2023.html. DOI: 10.13140/RG.2.2.19783.98722.
• B6. X. Available at: https://careers.x.com. Accessed on 2 January 2025.
• B7. Macready, Hannah (2023, February 22). 47 LinkedIn Statistics You Need to Know in 2023. Hootsuite.
• B8. Ong, Si Quan (2023, January 27). 59 Blogging Statistics for 2023.
• B9. Colicev, Anatoli, & Malshe, Ashwin, & Pauwels, Koen, & O'Connor, Peter (2018). Improving Consumer Mindset Metrics and Shareholder Value Through Social Media: The Different Roles of Owned and Earned Media. Journal of Marketing, 82 (1): 37-56.
• B10. Collier, Azure (2017, April 28). How to Create a Social Media Posting Schedule. Constant Contact.
• B11. IBM (n.d.). What is Social Media Analytics. Available at: https://www.ibm.com/topics/social-media-analytics.
• B12. Kanuri, V. K., & Chen, Y., & Sridhar, S. (2018). Scheduling Content on Social Media: Theory, Evidence, and Application. Journal of Marketing, 82 (6): 89-108.
• B13. Liadeli, G., & Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands' Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87 (3): 406-427.
• B14. Perreault, Marie-Catherine, & Mosconi, Elaine (2018). Social Media Engagement: Content Strategy and Metrics Research Opportunities. Proceedings of the 51st Hawaii International Conference on System Sciences: 3568-3577.
• B15. Trunfio, Mariapina, & Rossi, Simona (2021). Conceptualising and Measuring Social Media Engagement: A Systematic Literature Review. Italian Journal of Marketing, 2021 (3):267-292.
• B16. Graffius, Scott M. (2024, September 26). How Algorithms Shape the User Experience on Social Media Platforms. Available at: https://scottgraffius.com/blog/files/algorithms- and-the-user-experience.html. DOI: 10.13140/RG.2.2.29149.01767.
• B17. Graffius, Scott M. (2024, September 30). Supplement to Graffius' 'Lifespan (Half-Life) of Social Media Posts' Research: Typical Engagement Distribution Pattern for Social Media Posts. Available at: https://scottgraffius.com/blog/files/distribution- pattern-for-social-media-posts.html. DOI: 10.13140/RG.2.2.15820.22402.
• B18. Cambridge Dictionary. Definition of social media at: https://dictionary.cambridge.org/us/dictionary/english/social- media.
• B19. Britannica Dictionary. Definition of social media at: https://www.britannica.com/dictionary/social-media.
• B20. Dictionary.com. Definition of social media at: https://www.dictionary.com/browse/social-media.
• B21. Statista (2024, February 27). Number of Monthly Active Reddit Users Worldwide from 2018 to 2026. Available at: https://www.statista.com/forecasts/1309791/reddit- mau-worldwide.
• B22. Statista (2024, May 22). Number of LinkedIn Users Worldwide from 2019 to 2028. Available at: https://www.statista.com/forecasts/1147197/linkedin- users-in-the-world.
• B23. Listen Notes (n.d.). Podcast Stats: How Many Podcasts Are There? Available at: https://www.listennotes.com/podcast-stats/. Accessed on 2 January 2025.
• B24. Hostinger (2024, July 31). Essential Blogging Statistics: Trends, Tips, and Insights 2024. Available at: https://www.hostinger.com/tutorials/blogging-statistics.
• B25. Musk, Elon (2024, February 28). A change is coming to our recommendation algorithm that will ensure that all your followers see your pinned posts. This only applies to one pinned post every ~48 hours to prevent gaming of the system. Post by @elonmusk on X at https://x.com/elonmusk/status/1762987619409879149. Accessed on 2 January 2025.
• B26. Instagram (2024, April 30). Today we’re announcing four changes to how we rank content to give all creators a more equal chance of breaking through to new audiences. Post by Instagram on Instagram at https://www.instagram.com/creators/p/C6YxvSXgFxp. Accessed on 2 January 2025.

• His first book, Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions (ISBN-13: 9781533370242), received 17 awards.
• His second book is Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change (ISBN-13: 9781072447962). BookAuthority named it one of the best Scrum books of all time.

• Adobe,
• American Management Association,
• Amsterdam Public Health Research Institute,
• Bayer,
• BMC Software,
• Boston University,
• Broadcom,
• Cisco,
• Coburg University of Applied Sciences and Arts Germany,
• Computer Weekly,
• Constructor University Germany,
• Data Governance Success,
• Deimos Aerospace,
• DevOps Institute,
• EU's European Commission,
• Ford Motor Company,
• GoDaddy,
• Harvard Medical School,
• Hasso Plattner Institute Germany,
• IEEE,
• Innovation Project Management,
• Johns Hopkins University,
• Journal of Neurosurgery,
• Lam Research (Semiconductors),
• Leadership Worthy,
• Life Sciences Trainers and Educators Network,
• London South Bank University,
• Microsoft,
• NASSCOM,
• National Academy of Sciences,
• New Zealand Government,
• Oracle,
• Pinterest Inc.,
• Project Management Institute,
• SANS Institute,
• SBG Neumark Germany,
• Singapore Institute of Technology,
• Torrens University Australia,
• TBS Switzerland,
• Tufts University,
• UC San Diego,
• UK Sports Institute,
• University of Galway Ireland,
• US Department of Energy,
• US National Park Service,
• US Tennis Association,
• Veleučilište u Rijeci Croatia,
• Verizon,
• Virginia Tech,
• Warsaw University of Technology,
• Wrike,
• Yale University,
• and many others.

• Certified SAFe 6 Agilist (SA),
• Certified Scrum Professional - ScrumMaster (CSP-SM),
• Certified Scrum Professional - Product Owner (CSP-PO),
• Certified ScrumMaster (CSM),
• Certified Scrum Product Owner (CSPO),
• Project Management Professional (PMP),
• Lean Six Sigma Green Belt (LSSGB), and
• IT Service Management Foundation (ITIL).

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