As many businesses and marketers are well aware, successful digital marketing requires that your content generates social media engagement. Many mistake social media as just a forum for marketing, wrong it also acts as an extension of your business and its culture. Regardless of the social media platform you opt to use, it is important to monitor and measure when you are posting in order to better reach your audience. After all, why take the time to generate fantastic content if your audience is not online to see it, respond to it, and share it. All the major social channels have some form of analytics that you can make use of. However in the interest of split testing or for those just starting out here are some guided times for you to be posting.
When is the best time to achieve a like, comment or share from a Facebook user?
Several independent reports suggest that engagement rates on Facebook tend to be higher when workers hit a workday slump. Facebook engagement rates are about 18% higher on Thursdays and Fridays. As to the best time of day to post on Facebook, BufferSocial reports that around 1pm is the best time to get the most shares while 3pm is the best time to get more clicks. As with all marketing test and measure your results, you may find that you are achieving lots of likes but if you want engagement you may have to look at other time periods.
Due to the very nature of twitter it can be difficult to pin down due to the fact that many people may check their Twitter accounts multiple times per day. Once again we are looking at engagement, if users are checking but not engaging is that acceptable? There are numerous reports on the life span of a tweet varying from 6 minutes to around 18 minutes, depending on trending, hashtags and level of retweets.
Twitter engagement has been shown to increase by 30 percent on the weekends. During the week, engagement tends to peak between 1pm and 3pm, usually when workers are on a lunch break. Can you see a trend forming? Are we reducing the effectiveness of our work force?
According to SocialNewsDaily, the most advantageous time to post on Google+ is between 9am and 11am. The worst times to post are between 6pm and 7am. As to day of the week, consider posting during the middle of the week. We have found success with Wednesdays around 9am.
Please keep in mind that as is the case with all social media platforms, this can vary somewhat based on your own industry and experience. It is important to analyze your G+ page as well as your audience to determine the best time to obtain the best results.
Users of LinkedIn are supposed to be mainly professional people and are more likely to take a few moments to review news before they begin their workday and as they are wrapping up their day or commuting. Therefore peak times for this platform are primarily just before and after work, meaning that between 7am and 8:30 am and 5pm to 6pm are the best times to post, Tuesday and Thursday are the best days of the week to post on LinkedIn, linking in to research on successful b2b email marketing.
Tips for Scheduling your Posts
The takeaway from this is that you need to post when your target audience is online and that can vary, often dramatically between platforms. Buffer reports that they have a very dynamic schedule in terms of posting content to the various social media platforms. It looks something like this:
- Facebook – 2 times per day, seven days per week, around 10am and 3pm
- LinkedIn – 1 time daily, around 8:15 am, no weekends
- Google+ – 2 times daily, around 9am and 6pm,no weekends
This article is only a guide and suggested starting point, you cannot beat the analysis of your own followers and the analyses of your own posts. Identifying the posting times that work best for your followers and content. Take advantage of social media tools such as Rignite, SproutSocial and Argyle to assess the posting times that tend to generate the most engagement and interest among your followers. Ultimately, the sharing and viewing habits of your own followers on platforms such as Twitter and Facebook may well prove to be different from followers of other brands. Take the time to study your own analytics and learn from those patterns as you work to develop an effective schedule.