When Delivering Social Content, Timing is Everything

By on September 30, 2014

Here are three things you don’t hear about too often:

*People who “pop the question” whilst at another’s wedding

*Children who demand more allowance while grounded

*Happy hours that start during the heart of the workday

The reason being is timing is everything. The same rule applies to posting social content on behalf of your organization or client. Knowing when to best engage your target audience will determine if your posts are absorbed by the masses or lost in the ether.

If your company is not heavily investing in social media, perhaps it’s time to reconsider. Social Media Examiner’s 2014 Social Media Marketing Industry Report found that among the 2,800 marketers it surveyed, 92% believed social media is an important element of their business. In other words, almost everyone is doing it.

But don’t go off thinking that effective social media implementation is as easy as reposting that interesting, somewhat relevant article you just read online. As I mentioned, timing trumps all.

Facebook

With more than one billion monthly users worldwide, any social media plan should be developed with Facebook in mind. According to Buffer, a website specializing in social media management, make sure your social team is launching a volley of content as the traditional work week wraps up. Facebook engagement increases nearly 20% on Thursdays and Fridays. An infographic published by SurePayroll, and repurposed on Entrepreneur and Mediabistro, among others, determined that posting between the hours of 1pm and 4pm will generate the greatest results.

Twitter

According to Twitter, 500 million tweets are sent every day. To ensure your tweets stand out and generate engagement, Social Media Week recommends scheduling them for publication between the hours of 1pm and 3pm Monday through Thursday. Tweets with photos also help drive user interaction generating a 36% increase in clicks and a 41% increase in retweets, according to Hubspot.

LinkedIn

Unlike Facebook and Twitter, the best time to target your followers and prospective clientele on LinkedIn is to catch them before the workday begins, ideally between the hours of 7am and 9am on Tuesdays and Thursdays. Since LinkedIn’s target demographic is working professionals, avoid postings that don’t strictly cater to them. It may not hurt to demonstrate aspects of your company culture or employee engagement, but stick to a few posts a week, maximum, that best display your organization’s industry-specific expertise.

Despite these suggestions, no one knows your target audience better than you. If after implementing social media content you’re not seeing the level of engagement you’d anticipated, it doesn’t hurt to experiment. Leverage the analytics to your benefit. Identify trends amongst your target audience and build your social media plan around their behavior.

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