hey folks --
Thanks for reporting your issues here.
Currently, the way the Zune software behaves is that your play data is posted every ~15 minutes. It also attempts to post when you close the application as well. Once the data is in the cloud, it should be displaying on your profile page pretty quickly -- assuming you have your privacy settings configured to share this with everyone.
A few questions to help debug:
1) Have you signed in with the Zune software?
2) Are you playing the entire songs?
3) Are you playing local copies of songs, or streaming them?
I'd be happy to help you guys figure out this issue, and dig further. Please feel free to send me a private message with more of your details.
Zune Social Group Program Manager
.: This posting is provided "as-is" with no warranties, and confers no rights :.