Government of Ireland
Government of Ireland Report Features Research by Scott M. Graffius
10 June 2026
BY SCOTT M. GRAFFIUS | ScottGraffius.com
Rialtas na hÉireann (Government of Ireland) Coimisiún na Meán is the county's commission for regulating broadcasters, on-demand services, and online media, and for supporting media development. Established in March 2023 under the Online Safety and Media Regulation Act 2022, it builds on the work of its predecessor, the Broadcasting Authority of Ireland. The commission is responsible for ensuring and maintaining a thriving and diverse media landscape that facilitates a mix of voices, opinions, and sources of information — and, critically, for holding digital services accountable for how they protect people from harm online.
One of Coimisiún na Meán's initiatives is the Online Safety Code. It's Ireland's first binding regulatory framework for video-sharing platform services. The Code sets out measures that designated platforms are legally obliged to implement to protect users from harmful content, including cyberbullying, content that promotes eating disorders or self-harm, and inappropriate material accessible to minors. The development of the Code involved extensive public consultation, commissioned research, and expert review.
As part of that process, Coimisiún na Meán commissioned Wagner-Hatfield to prepare a summary of the responses received during the public consultation on the draft Online Safety Code. The resulting report — Consultation Responses to the Draft Online Safety Code — synthesizes the submissions received from the public, government departments and agencies, NGOs, civil society organizations, industry groups, international regulators, and academia. It represents a component of the evidentiary record that informed the finalized Code.
The Consultation Responses report cited Scott M. Graffius' "Lifespan (Half-Life) of Social Media Posts" research. The report includes the following passage in Section 4C.9 (page 64):
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37"
That's immediately followed by, "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
The respective content is also shown in the visual below.
Although the Consultation Responses report cites Graffius' research, it materially mischaracterizes it — and compounds the inaccuracy by drawing a conclusion that does not follow from the cited work.
Citations can readily create an impression of alignment or endorsement where none exists, particularly for readers who do not scrutinize the underlying research in detail. Given the regulatory weight of the Online Safety Code — a binding law applied to designated platforms, with fines of up to €20 million for breaches — errors in the evidentiary record that informs it carry real consequences.
To maintain the integrity of his work and prevent misunderstanding, Graffius proactively provides the following objective, evidence-based assessment of the Consultation Responses report, including its use of his research.
Graffius does not endorse the Consultation Responses report.
1. Mischaracterization of the Metric: Half-Life Is Not Lifespan.
In social media research and digital analytics, half-life and lifespan are distinct concepts that serve different analytical purposes. Lifespan, in its ordinary sense, implies a general duration — how long a post exists, circulates, or remains accessible. Half-life is a precise statistical construct with a specific definition: the point at which a post has received half of its total engagement (such as likes, shares, and comments).
Graffius defined this metric explicitly in his research: "The lifespan of posts is of interest, and a helpful metric is half-life. It's the amount of time it takes for a post to receive half of its total engagement (such as likes, shares, and comments)."
The reason half-life is the operative and appropriate metric — rather than a general notion of lifespan — stems from how engagement is distributed over the life of a social media post. When content is published, engagement does not follow a symmetrical bell curve. Instead, it follows a unimodal, positively skewed distribution: the majority of engagement arrives relatively soon after posting, with the remainder spread across a comparatively longer tail. Because engagement is front-loaded in this way, half-life is the most meaningful and actionable metric for characterizing post longevity. It captures a precise, reproducible, and operationally useful threshold.
The Consultation Responses report substitutes "lifespan" for "half-life," misrepresenting what the research measures. This is not a minor editorial inconsistency. It misidentifies the metric, obscures the statistical basis of the findings, and undermines the accuracy of any interpretation or policy conclusion that depends on the cited data.
Graffius' research, built on a large dataset from multiple sources, reveals the average half-life for posts on different social media platforms. The data in the cited (2023) edition showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo). Findings from others — including anecdotal experience from select posts or limited datasets — may vary from these averages, which reflect a large, multi-source, representative methodology.
The Consultation Responses report cited the 2023 edition of Graffius' "Lifespan (Half-Life) of Social Media Posts." For context, a visual from it is shown below.
Details—including a link to it, the Consultation Responses report, and more—are in the bibliography section of this article.
Additionally, because this article is written in 2026, a visual from the current (2026) edition of Graffius’ respective work is also provided below for completeness and contemporaneous context. The 2026 edition stands out for its:
◾️ Scope (5.6 million posts),
◾️ Coverage (11 platforms),
◾️ Methodology (multi-source, representative, data-driven),
◾️ Continuity (annual updates), and
◾️ Value (actionable insights).
2. Unsupported Causal Claim: Half-Life of Engagement Does Not Establish When Harm Occurs.
The report states: "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
That conclusion does not follow from the cited research. Graffius' work measures the half-life of engagement — when a post receives half of its total interaction from users. It does not measure when harm occurs, nor does it establish any causal or correlational relationship between engagement timing and harm timing.
Engagement and harm are not equivalent. A post may generate limited engagement and still cause significant harm (as defined by the legislation). Conversely, a high-engagement post may be broadly benign. Harm can also manifest well after a post's engagement peak — through screenshots, redistribution, offline consequences, or discovery by new audiences on other platforms. The half-life of engagement provides no basis for making direct inferences about the timing or distribution of harm.
By asserting that "most harm happens right after the content is posted" and attributing that conclusion to empirical research on engagement half-life, the Consultation Responses report draws an inference that the data do not support. The policy recommendation is not substantiated by the cited work as applied in the report.
3. Regulatory Consequences of Analytical Errors.
The Consultation Responses report is not an academic exercise. It is part of the evidentiary record underlying the Online Safety Code — Ireland's first binding regulatory framework for video-sharing platforms, with designated enforcement powers and fines of up to €20 million for breaches. Platforms subject to the Code must implement content moderation measures, and the timing, scope, and design of those measures are precisely the questions at issue in the passage that cites Graffius' research.
When the analytical basis for a regulatory finding is flawed — whether through mischaracterization of a metric or an unsupported causal inference — the practical consequences extend to real compliance obligations imposed on real organizations. Erroneous findings do not simply sit on a page; they propagate into policy design, enforcement priorities, and the design of moderation systems. The stakes are high enough to warrant a precise and accurate account of what the cited research shows.
Graffius suggests that the passage in Section 4C.9 be corrected to reflect both the accurate metric and a conclusion that the data support. The current passage is:
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
It should be corrected to the following (or similar):
"The results of a 2023 empirical investigation determined the average half-life of posts on different social media platforms. Half-life is the point at which a post has received half of its total engagement (such as likes, shares, and comments). The research showed the following half-life durations: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 [The lower the half-life, the sooner a post accumulates 50% of its total engagement, narrowing the window in which content moderation—if required—can reduce its reach and impact.]"
The Consultation Responses report exhibits significant issues, including:
Given that the Consultation Responses report forms part of the evidentiary record underlying binding regulatory obligations, these deficiencies matter beyond the page. Accordingly, the report's specific findings and conclusions regarding social media post lifespan and content moderation timing should be treated with caution.
"May 2024" appears on the Consultant Responses report, and metadata for the PDF shows the modify date of May 20, 2024. Graffius was alerted to the report on June 1, 2024. That day, Graffius notified multiple parties involved with the report about the issues with it. He emailed (email addresses redacted) the Coimisiún na Meán (███████████@cnam.ie and ████@cnam.ie), Wagner-Hatfield (████@wagner- hatfield.com, ███@wagner-hatfield.com, and ███@wagner-hatfield.com), and DHR (███████████████@dhr.ie). None has responded to date. After providing the involved parties with an opportunity to address the issues and receiving no response, Graffius is presenting the details in this article to preserve the accuracy and integrity of the record.
Graffius' "Lifespan (Half-Life) of Social Media Posts" research has been correctly used by many businesses, professional associations, government agencies, universities, publications, media outlets, and others worldwide. Select examples include:
Graffius has generated over $2.51 billion in business value for Fortune 500 companies and other organizations around the world. Put that track record to work for you. For speaking engagements, use the request form; for other inquiries, email him.
Coimisiún na Meán (Ireland's Commission for Regulating Media). (n.d.). https://www.cnam.ie
Coimisiún na Meán. (n.d.). Online Safety Code. https://www.cnam.ie/industry-and-professionals/online-safety-framework/online-safety-code/
Graffius, S. M. (2023, January 1). Lifespan (Half-Life) of Social Media Posts: Update for 2023. ScottGraffius.com. https://www.scottgraffius.com/blog/files/social-2023.html
Graffius, S. M. (2024, March 22). The Protocol for Reporting an Error to an Author or Publisher. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.18830.98883
Graffius, S. M. (2026, January 23). Lifespan (Half-Life) of Social Media Posts: Update for 2026. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.32407.43689
Rialtas na hÉireann (Government of Ireland). (n.d.). https://www.gov.ie
Wagner-Hatfield. (n.d.). https://www.wagner-hatfield.com
Wagner-Hatfield. (2024, May). Consultation Responses to the Draft Online Safety Code. Coimisiún na Meán. https://www.cnam.ie/app/uploads/2024/11/202405_Summary_Consultation.pdf
Scott M. Graffius is a strategic transformation leader who drives AI, Agile, and broader business and technology initiatives to deliver measurable value across projects, programs, portfolios, and PMOs. He is an expert in the teamwork tradecraft of both human and human-AI teams, including the “exotic team dynamics” that emerge. He is also an authority on the temporal patterns of social media, including the half-life of audience engagement.
He’s a practitioner, researcher, thought leader, award-winning author, and keynote speaker who’s taken the stage at 98 conferences and other events across 25 countries.
He’s delivered over $2.51 billion in value for Fortune 500 companies and other leaders in technology, entertainment, financial services, healthcare, and beyond.
Businesses, professional associations, government agencies, and universities use Graffius and feature his work. Examples include Adobe, Bayer, Boston University, Ford, Gartner, Harvard Medical School, IEEE, Johns Hopkins University, Microsoft, MSN, National Academy of Sciences, Oracle, Pinterest Inc., Project Management Institute, UC San Diego, Verizon, Yale University, and others.
The following sections provide additional information on his experience, contributions, and influence.
Experience
Graffius heads the professional services firm Exceptional PPM and PMO Solutions, along with its subsidiary Exceptional Agility. These consultancies offer strategic and tactical advisory, training, embedded expertise, and consulting services to the public, private, and government sectors. They help organizations enhance their capabilities and results in agile, project management, program management, portfolio management, and PMO leadership, supporting innovation and driving competitive advantage. The consultancies confidently back services with a Delighted Client Guarantee™.
Graffius is a former VP of project management with a publicly traded provider of diverse consumer products and services over the Internet. Before that, he ran and supervised the delivery of projects and programs in public and private organizations with businesses ranging from e-commerce to advanced technology products and services, retail, manufacturing, entertainment, and more.
He has experience with consumer, business, reseller, government, and international markets.
Award-Winning Author
Graffius has authored three books.
International Public Speaker
Organizations worldwide engage Graffius to present on tech (including AI), Agile, project management, program management, portfolio management, and PMO leadership. He crafts and delivers unique and compelling talks and workshops. Graffius has conducted 97 sessions across 25 countries. Select examples of events include Agile Trends Gov, BSides (Newcastle Upon Tyne), Conf42 Quantum Computing, DevDays Europe, DevOps Institute, DevOpsDays (Geneva), Frug’Agile, IEEE, Microsoft, Scottish Summit, Scrum Alliance RSG (Nepal), Techstars, and W Love Games International Video Game Development Conference (Helsinki), and more.
With an average rating of 4.81 (on a scale of 1-5), sessions are highly valued.
The speaker engagement request form is here.
Thought Leadership and Influence
Prominent businesses, professional associations, government agencies, and universities have showcased Graffius and his contributions—spanning his books, talks, workshops, and beyond. Select examples include:
Graffius has played a key role in the Project Management Institute (PMI) in developing professional standards. He was a member of multiple teams that authored, reviewed, and produced:
He was also a subject matter expert reviewer of content for the PMI’s Congress. Beyond the PMI, Graffius also served as a member of the review team for two of the Scrum Alliance’s Global Scrum Gatherings.
Acclaimed Authority on Teamwork Tradecraft
Graffius is a renowned authority on teamwork tradecraft. Informed by the research of Bruce W. Tuckman and Mary Ann C. Jensen, over 150 subsequent studies, and Graffius' first-hand professional experience with, and analysis of, team leadership and performance, Graffius created his "Phases of Team Development" intellectual property as a unique perspective and visual conveying the five phases of team development. First introduced in 2008 and periodically updated, his work provides a diagnostic and strategic guide for navigating team dynamics. It provides actionable insights for leaders across industries to develop high-performance teams. Its adoption by esteemed organizations such as Yale University, IEEE, Cisco, Microsoft, Ford, Oracle, Broadcom, the U.S. National Park Service, and the Journal of Neurosurgery, among others, highlights its utility and value, solidifying its status as an indispensable resource for elevating team performance and driving organizational excellence. In 2026, Graffius added human-AI teamwork—including the "exotic team dynamics" which emerge when advanced AI collaborates as a teammate—to his "Phases of Team Development."
The 2026 edition of Graffius' "Phases of Team Development" intellectual property is here.
Expert on Temporal Dynamics on Social Media Platforms
Graffius is also an authority on temporal dynamics on social media platforms. His "Lifespan (Half-Life) of Social Media Posts" research—first published in 2018 and updated annually—delivers a precise quantitative analysis of post longevity across digital platforms, utilizing advanced statistical techniques to determine mean half-life with precision. It establishes a solid empirical base, effectively highlighting the ephemeral nature of content within social media ecosystems. Referenced and applied by leading entities—such as Fast Company, GoDaddy, Journal of Hand Surgery (European Volume), Ministère de la Culture (French Ministry of Culture), Pinterest Inc., PNAS, and Telecommunications Policy, among others—his research exemplifies methodological rigor and sustained significance in the field of digital informatics.
The 2026 edition of Graffius "Lifespan (Half-Life) of Social Media Posts" research is here.
Education and Professional Certifications
Graffius has a bachelor’s degree in psychology with a focus in Human Factors. He holds eight professional certifications:
He is an active member of the Scrum Alliance, the Project Management Institute (PMI), and the Institute of Electrical and Electronics Engineers (IEEE).
Advancing AI, Agile, and Project/PMO Management
Scott M. Graffius continues to advance the fields of AI, Agile, and Project/PMO Management through his leadership, research, writing, and real-world impact. Businesses and other organizations leverage Graffius’ insights to drive their success.
Discover Scott’s Books
Connect with and follow Scott on LinkedIn, X, YouTube, Facebook, Threads, Bluesky, Mastodon, and ResearchGate.
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Names, marks, and content are the property of their respective owners. Consultation Responses to the Draft Online Safety Code report is the property of Wagner-Hatfield / Coimisiún na Meán (Ireland's Commission for Regulating Media) / Rialtas na hÉireann (Government of Ireland). This article includes limited excerpts, attributed and used under fair use doctrine for purposes of news reporting, commentary, and analysis. "Lifespan (Half-Life) of Social Media Posts" is copyright © Scott M. Graffius. All rights reserved.
If there are any supplements or updates to this article after the date of publication, they will appear here.
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Content on this site—including text, images, videos, and data—may not be used for training or input into any artificial intelligence, machine learning, or automatized learning systems, or published, broadcast, rewritten, or redistributed without the express written permission of Scott M. Graffius.
Government of Ireland, Commission for Media, Wagner-Hatfield, the Consultation Responses to the Draft Online Safety Code Report, and Its Use of Graffius' Research
Rialtas na hÉireann (Government of Ireland) Coimisiún na Meán is the county's commission for regulating broadcasters, on-demand services, and online media, and for supporting media development. Established in March 2023 under the Online Safety and Media Regulation Act 2022, it builds on the work of its predecessor, the Broadcasting Authority of Ireland. The commission is responsible for ensuring and maintaining a thriving and diverse media landscape that facilitates a mix of voices, opinions, and sources of information — and, critically, for holding digital services accountable for how they protect people from harm online.
One of Coimisiún na Meán's initiatives is the Online Safety Code. It's Ireland's first binding regulatory framework for video-sharing platform services. The Code sets out measures that designated platforms are legally obliged to implement to protect users from harmful content, including cyberbullying, content that promotes eating disorders or self-harm, and inappropriate material accessible to minors. The development of the Code involved extensive public consultation, commissioned research, and expert review.
As part of that process, Coimisiún na Meán commissioned Wagner-Hatfield to prepare a summary of the responses received during the public consultation on the draft Online Safety Code. The resulting report — Consultation Responses to the Draft Online Safety Code — synthesizes the submissions received from the public, government departments and agencies, NGOs, civil society organizations, industry groups, international regulators, and academia. It represents a component of the evidentiary record that informed the finalized Code.
The Consultation Responses report cited Scott M. Graffius' "Lifespan (Half-Life) of Social Media Posts" research. The report includes the following passage in Section 4C.9 (page 64):
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37"
That's immediately followed by, "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
The respective content is also shown in the visual below.
Although the Consultation Responses report cites Graffius' research, it materially mischaracterizes it — and compounds the inaccuracy by drawing a conclusion that does not follow from the cited work.
Citations can readily create an impression of alignment or endorsement where none exists, particularly for readers who do not scrutinize the underlying research in detail. Given the regulatory weight of the Online Safety Code — a binding law applied to designated platforms, with fines of up to €20 million for breaches — errors in the evidentiary record that informs it carry real consequences.
To maintain the integrity of his work and prevent misunderstanding, Graffius proactively provides the following objective, evidence-based assessment of the Consultation Responses report, including its use of his research.
Graffius does not endorse the Consultation Responses report.
Critical Analysis of the Consultation Responses Report, Including Its Use of Graffius' Research
1. Mischaracterization of the Metric: Half-Life Is Not Lifespan.
In social media research and digital analytics, half-life and lifespan are distinct concepts that serve different analytical purposes. Lifespan, in its ordinary sense, implies a general duration — how long a post exists, circulates, or remains accessible. Half-life is a precise statistical construct with a specific definition: the point at which a post has received half of its total engagement (such as likes, shares, and comments).
Graffius defined this metric explicitly in his research: "The lifespan of posts is of interest, and a helpful metric is half-life. It's the amount of time it takes for a post to receive half of its total engagement (such as likes, shares, and comments)."
The reason half-life is the operative and appropriate metric — rather than a general notion of lifespan — stems from how engagement is distributed over the life of a social media post. When content is published, engagement does not follow a symmetrical bell curve. Instead, it follows a unimodal, positively skewed distribution: the majority of engagement arrives relatively soon after posting, with the remainder spread across a comparatively longer tail. Because engagement is front-loaded in this way, half-life is the most meaningful and actionable metric for characterizing post longevity. It captures a precise, reproducible, and operationally useful threshold.
The Consultation Responses report substitutes "lifespan" for "half-life," misrepresenting what the research measures. This is not a minor editorial inconsistency. It misidentifies the metric, obscures the statistical basis of the findings, and undermines the accuracy of any interpretation or policy conclusion that depends on the cited data.
Graffius' research, built on a large dataset from multiple sources, reveals the average half-life for posts on different social media platforms. The data in the cited (2023) edition showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo). Findings from others — including anecdotal experience from select posts or limited datasets — may vary from these averages, which reflect a large, multi-source, representative methodology.
The Consultation Responses report cited the 2023 edition of Graffius' "Lifespan (Half-Life) of Social Media Posts." For context, a visual from it is shown below.
Details—including a link to it, the Consultation Responses report, and more—are in the bibliography section of this article.
Additionally, because this article is written in 2026, a visual from the current (2026) edition of Graffius’ respective work is also provided below for completeness and contemporaneous context. The 2026 edition stands out for its:
◾️ Scope (5.6 million posts),
◾️ Coverage (11 platforms),
◾️ Methodology (multi-source, representative, data-driven),
◾️ Continuity (annual updates), and
◾️ Value (actionable insights).
2. Unsupported Causal Claim: Half-Life of Engagement Does Not Establish When Harm Occurs.
The report states: "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
That conclusion does not follow from the cited research. Graffius' work measures the half-life of engagement — when a post receives half of its total interaction from users. It does not measure when harm occurs, nor does it establish any causal or correlational relationship between engagement timing and harm timing.
Engagement and harm are not equivalent. A post may generate limited engagement and still cause significant harm (as defined by the legislation). Conversely, a high-engagement post may be broadly benign. Harm can also manifest well after a post's engagement peak — through screenshots, redistribution, offline consequences, or discovery by new audiences on other platforms. The half-life of engagement provides no basis for making direct inferences about the timing or distribution of harm.
By asserting that "most harm happens right after the content is posted" and attributing that conclusion to empirical research on engagement half-life, the Consultation Responses report draws an inference that the data do not support. The policy recommendation is not substantiated by the cited work as applied in the report.
3. Regulatory Consequences of Analytical Errors.
The Consultation Responses report is not an academic exercise. It is part of the evidentiary record underlying the Online Safety Code — Ireland's first binding regulatory framework for video-sharing platforms, with designated enforcement powers and fines of up to €20 million for breaches. Platforms subject to the Code must implement content moderation measures, and the timing, scope, and design of those measures are precisely the questions at issue in the passage that cites Graffius' research.
When the analytical basis for a regulatory finding is flawed — whether through mischaracterization of a metric or an unsupported causal inference — the practical consequences extend to real compliance obligations imposed on real organizations. Erroneous findings do not simply sit on a page; they propagate into policy design, enforcement priorities, and the design of moderation systems. The stakes are high enough to warrant a precise and accurate account of what the cited research shows.
Suggested Corrections to Consultation Responses Report
Graffius suggests that the passage in Section 4C.9 be corrected to reflect both the accurate metric and a conclusion that the data support. The current passage is:
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
It should be corrected to the following (or similar):
"The results of a 2023 empirical investigation determined the average half-life of posts on different social media platforms. Half-life is the point at which a post has received half of its total engagement (such as likes, shares, and comments). The research showed the following half-life durations: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 [The lower the half-life, the sooner a post accumulates 50% of its total engagement, narrowing the window in which content moderation—if required—can reduce its reach and impact.]"
Conclusion
The Consultation Responses report exhibits significant issues, including:
- A material mischaracterization of the cited metric (half-life vs. lifespan); and
- An unsupported causal inference that conflates engagement timing with harm timing, producing a conclusion that the cited data do not substantiate.
Given that the Consultation Responses report forms part of the evidentiary record underlying binding regulatory obligations, these deficiencies matter beyond the page. Accordingly, the report's specific findings and conclusions regarding social media post lifespan and content moderation timing should be treated with caution.
"May 2024" appears on the Consultant Responses report, and metadata for the PDF shows the modify date of May 20, 2024. Graffius was alerted to the report on June 1, 2024. That day, Graffius notified multiple parties involved with the report about the issues with it. He emailed (email addresses redacted) the Coimisiún na Meán (███████████@cnam.ie and ████@cnam.ie), Wagner-Hatfield (████@wagner- hatfield.com, ███@wagner-hatfield.com, and ███@wagner-hatfield.com), and DHR (███████████████@dhr.ie). None has responded to date. After providing the involved parties with an opportunity to address the issues and receiving no response, Graffius is presenting the details in this article to preserve the accuracy and integrity of the record.
Graffius' "Lifespan (Half-Life) of Social Media Posts" research has been correctly used by many businesses, professional associations, government agencies, universities, publications, media outlets, and others worldwide. Select examples include:
- BCG,
- École Polytechnique Fédérale de Lausanne,
- Frontiers in Public Health,
- GoDaddy,
- IEEE,
- Journal of Hand Surgery (European Volume),
- Marketing in the Metaverse,
- Maximizing LinkedIn for Business Growth,
- Ministère de la Culture,
- Pinterest Inc.,
- Podcasting Strategy Show,
- Proceedings of the National Academy of Sciences,
- Strategic Business Research,
- Telecommunications Policy,
- Xavier Degraux,
- and many more
Graffius has generated over $2.51 billion in business value for Fortune 500 companies and other organizations around the world. Put that track record to work for you. For speaking engagements, use the request form; for other inquiries, email him.
Bibliography
Coimisiún na Meán (Ireland's Commission for Regulating Media). (n.d.). https://www.cnam.ie
Coimisiún na Meán. (n.d.). Online Safety Code. https://www.cnam.ie/industry-and-professionals/online-safety-framework/online-safety-code/
Graffius, S. M. (2023, January 1). Lifespan (Half-Life) of Social Media Posts: Update for 2023. ScottGraffius.com. https://www.scottgraffius.com/blog/files/social-2023.html
Graffius, S. M. (2024, March 22). The Protocol for Reporting an Error to an Author or Publisher. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.18830.98883
Graffius, S. M. (2026, January 23). Lifespan (Half-Life) of Social Media Posts: Update for 2026. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.32407.43689
Rialtas na hÉireann (Government of Ireland). (n.d.). https://www.gov.ie
Wagner-Hatfield. (n.d.). https://www.wagner-hatfield.com
Wagner-Hatfield. (2024, May). Consultation Responses to the Draft Online Safety Code. Coimisiún na Meán. https://www.cnam.ie/app/uploads/2024/11/202405_Summary_Consultation.pdf
About Scott M. Graffius
Scott M. Graffius is a strategic transformation leader who drives AI, Agile, and broader business and technology initiatives to deliver measurable value across projects, programs, portfolios, and PMOs. He is an expert in the teamwork tradecraft of both human and human-AI teams, including the “exotic team dynamics” that emerge. He is also an authority on the temporal patterns of social media, including the half-life of audience engagement.
He’s a practitioner, researcher, thought leader, award-winning author, and keynote speaker who’s taken the stage at 98 conferences and other events across 25 countries.
He’s delivered over $2.51 billion in value for Fortune 500 companies and other leaders in technology, entertainment, financial services, healthcare, and beyond.
Businesses, professional associations, government agencies, and universities use Graffius and feature his work. Examples include Adobe, Bayer, Boston University, Ford, Gartner, Harvard Medical School, IEEE, Johns Hopkins University, Microsoft, MSN, National Academy of Sciences, Oracle, Pinterest Inc., Project Management Institute, UC San Diego, Verizon, Yale University, and others.
The following sections provide additional information on his experience, contributions, and influence.
Experience
Graffius heads the professional services firm Exceptional PPM and PMO Solutions, along with its subsidiary Exceptional Agility. These consultancies offer strategic and tactical advisory, training, embedded expertise, and consulting services to the public, private, and government sectors. They help organizations enhance their capabilities and results in agile, project management, program management, portfolio management, and PMO leadership, supporting innovation and driving competitive advantage. The consultancies confidently back services with a Delighted Client Guarantee™.
Graffius is a former VP of project management with a publicly traded provider of diverse consumer products and services over the Internet. Before that, he ran and supervised the delivery of projects and programs in public and private organizations with businesses ranging from e-commerce to advanced technology products and services, retail, manufacturing, entertainment, and more.
He has experience with consumer, business, reseller, government, and international markets.
Award-Winning Author
Graffius has authored three books.
- Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions, his first book, earned 17 awards.
- 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, his second book, was named one of the best Scrum books of all time by BookAuthority.
- Agile Protocol: The Transformation Ultimatum, his third book and his first work of fiction, was released in April 2025. The book trailer is on YouTube.
International Public Speaker
Organizations worldwide engage Graffius to present on tech (including AI), Agile, project management, program management, portfolio management, and PMO leadership. He crafts and delivers unique and compelling talks and workshops. Graffius has conducted 97 sessions across 25 countries. Select examples of events include Agile Trends Gov, BSides (Newcastle Upon Tyne), Conf42 Quantum Computing, DevDays Europe, DevOps Institute, DevOpsDays (Geneva), Frug’Agile, IEEE, Microsoft, Scottish Summit, Scrum Alliance RSG (Nepal), Techstars, and W Love Games International Video Game Development Conference (Helsinki), and more.
With an average rating of 4.81 (on a scale of 1-5), sessions are highly valued.
The speaker engagement request form is here.
Thought Leadership and Influence
Prominent businesses, professional associations, government agencies, and universities have showcased Graffius and his contributions—spanning his books, talks, workshops, and beyond. Select examples include:
- 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,
- Dropbox,
- EU's European Commission,
- Ford Motor Company,
- Gartner,
- 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,
- MSN,
- NASSCOM,
- National Academy of Sciences,
- New Zealand Government,
- Oracle,
- Pinterest Inc.,
- Project Management Institute,
- Mary Raum (Professor of National Security Affairs, United States Naval War College),
- 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 Soccer,
- US Tennis Association,
- Verizon,
- Wrike,
- Yale University,
- and many others.
Graffius has played a key role in the Project Management Institute (PMI) in developing professional standards. He was a member of multiple teams that authored, reviewed, and produced:
- The Standard for Artificial Intelligence in Portfolio, Program, and Project Management
- Agile Practice Guide – Second Edition
- A Guide to the Project Management Body of Knowledge (PMBOK Guide) – Eighth Edition
- A Guide to the Project Management Body of Knowledge (PMBOK Guide) – Sixth Edition
- The Standard for Program Management – Fourth Edition
- Practice Standard for Work Breakdown Structures – Second Edition
- The Practice Standard for Project Estimating – Second Edition
He was also a subject matter expert reviewer of content for the PMI’s Congress. Beyond the PMI, Graffius also served as a member of the review team for two of the Scrum Alliance’s Global Scrum Gatherings.
Acclaimed Authority on Teamwork Tradecraft
Graffius is a renowned authority on teamwork tradecraft. Informed by the research of Bruce W. Tuckman and Mary Ann C. Jensen, over 150 subsequent studies, and Graffius' first-hand professional experience with, and analysis of, team leadership and performance, Graffius created his "Phases of Team Development" intellectual property as a unique perspective and visual conveying the five phases of team development. First introduced in 2008 and periodically updated, his work provides a diagnostic and strategic guide for navigating team dynamics. It provides actionable insights for leaders across industries to develop high-performance teams. Its adoption by esteemed organizations such as Yale University, IEEE, Cisco, Microsoft, Ford, Oracle, Broadcom, the U.S. National Park Service, and the Journal of Neurosurgery, among others, highlights its utility and value, solidifying its status as an indispensable resource for elevating team performance and driving organizational excellence. In 2026, Graffius added human-AI teamwork—including the "exotic team dynamics" which emerge when advanced AI collaborates as a teammate—to his "Phases of Team Development."
The 2026 edition of Graffius' "Phases of Team Development" intellectual property is here.
Expert on Temporal Dynamics on Social Media Platforms
Graffius is also an authority on temporal dynamics on social media platforms. His "Lifespan (Half-Life) of Social Media Posts" research—first published in 2018 and updated annually—delivers a precise quantitative analysis of post longevity across digital platforms, utilizing advanced statistical techniques to determine mean half-life with precision. It establishes a solid empirical base, effectively highlighting the ephemeral nature of content within social media ecosystems. Referenced and applied by leading entities—such as Fast Company, GoDaddy, Journal of Hand Surgery (European Volume), Ministère de la Culture (French Ministry of Culture), Pinterest Inc., PNAS, and Telecommunications Policy, among others—his research exemplifies methodological rigor and sustained significance in the field of digital informatics.
The 2026 edition of Graffius "Lifespan (Half-Life) of Social Media Posts" research is here.
Education and Professional Certifications
Graffius has a bachelor’s degree in psychology with a focus in Human Factors. He holds eight professional certifications:
- 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).
He is an active member of the Scrum Alliance, the Project Management Institute (PMI), and the Institute of Electrical and Electronics Engineers (IEEE).
Advancing AI, Agile, and Project/PMO Management
Scott M. Graffius continues to advance the fields of AI, Agile, and Project/PMO Management through his leadership, research, writing, and real-world impact. Businesses and other organizations leverage Graffius’ insights to drive their success.
Discover Scott’s Books
- Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions — Deliver Products in Short Cycles with Rapid Adaptation to Change, Fast Time-to-Market, and Continuous Improvement
- 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
- Agile Protocol: The Transformation Ultimatum
Connect with and follow Scott on LinkedIn, X, YouTube, Facebook, Threads, Bluesky, Mastodon, and ResearchGate.
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How to Cite This Article
Graffius, S. M. (2026, June 10). Government of Ireland Report Features Research by Scott M. Graffius. ScottGraffius.com. https://scottgraffius.com/blog/files/government-of-ireland-report-features-graffius-research.html
Digital Object Identifier (DOI)
Coming soon
Content Acknowledgements
Names, marks, and content are the property of their respective owners. Consultation Responses to the Draft Online Safety Code report is the property of Wagner-Hatfield / Coimisiún na Meán (Ireland's Commission for Regulating Media) / Rialtas na hÉireann (Government of Ireland). This article includes limited excerpts, attributed and used under fair use doctrine for purposes of news reporting, commentary, and analysis. "Lifespan (Half-Life) of Social Media Posts" is copyright © Scott M. Graffius. All rights reserved.
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Post-Publication Notes
If there are any supplements or updates to this article after the date of publication, they will appear here.
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Content on this site—including text, images, videos, and data—may not be used for training or input into any artificial intelligence, machine learning, or automatized learning systems, or published, broadcast, rewritten, or redistributed without the express written permission of Scott M. Graffius.