It Was the Best of Times, It was the Worst of Times…to Post
Your guide to posting on social media.
Managing your social media is both an art and a science, and it isn’t as easy as it seems. Sometimes your posts get more “likes” than RSVPs to your birthday party, other times, it seems like you shouldn’t have posted at all. (Is anyone out there?) In this age of digital media, successfully interacting with your target audience online is extremely vital to your company’s success, but how do you make that happen?
Lucky for you, we have put together a quick guide on the best times and best practices to get the most out the of the time you spend online.
Facebook is the second most visited website, only to Google, and with that comes a wide-range of demographics you can reach on their platform with tailored content about your organization. If this sounds overwhelming, don’t sweat it, here’s what you should look out for:
- Identify your audience. You can easily do this by going on your page’s “insights”, and then clicking on “people”. This will tell you who is following you, allowing you to tailor your posts to your fans’ interests.
- FB has steady traffic throughout the day, and this includes weekends. Facebook’s highest peak time is at 3 pm on Wednesdays, and its lowest traffic rates are before 8 am and after 8 pm on weekends. On a daily basis, FB traffic rises between 7 pm- 8 pm as people are winding down from their day.
- Photos generate higher engagement rate. A post that includes an image is 53% more likely to receive likes and up to 104% more likely to receive a comment. If you post any day during the workweek between 1 pm -3 pm, you are more likely to receive a higher engagement rate on your post.
- Engagement is extremely important. Not only from your audience, but from you as well. The majority of engagement on a FB post occurs within two hours, which means you should be responding to any comments or questions your fans are providing on posts. Engaging your audience on a personal level makes your fans that much more likely to comment again, increasing not only your engagement rate but also your brand’s person-ability.
- Don’t over do it. Don’t get too excited. Posting once or twice daily should be more than enough for your audience; too many posts leads to a loss of fans because, well, no one likes people who post too much.
Twitter is a great way of interacting with businesses/consumers in a short and sweet fashion, but it is far more complicated to manage than Facebook due to its fleeting nature. In fact, the worst mistake businesses make is treating Twitter like FB. Both are popular social media sites with very different personalities, and so they need to be tamed differently. Here is how you can become the master of your Twitter account:
- Tweets are not forever. Or even for a day. The shelf-life of a tweet can last from a few seconds to up to eight hours, depending on your audience. The reaction time for a tweet ranges from half-hour to two hours on a good day. This means your tweets need to capture your followers’ attention in a simple, precise manner.
- Traffic is far more precise. Unlike FB, Twitter is nowhere near a 24/7 kind of deal. Twitter reaches its highest traffic times between Monday to Thursday, from 9 am to 3 pm. The worst times to post would be everyday after 8 pm, anytime after 3pm on Fridays, and weekends. These are when Twitter traffic is at its lowest, and chances are your genius content will go relatively unnoticed.
- Twitter engagement is golden. Harder to get than FB, but most certainly worth it. A simple retweet/favorite from any follower could make your impressions, engagements, and overall exposure sky-rocket. In order to ensure the best results, tweet at noon, anytime between 1pm – 3 pm, or at 5 or 6 pm, Monday through Thursday.
- A picture is worth a thousand characters. But luckily, stays within the 140-character limit. Like FB, a photo can drive engagement rates up dramatically. Tweets w/images result in a 31% increase in clicks, 41% increase in retweets, and 48% increase in favorites.
- Post frequently. Its recommended you post at least four times a day, spacing out your tweets so you don’t bombard your followers with a wealth of content in a short span of time. (Remember, the shelf-life of a tweet isn’t that long.) Frequently posting and spacing out your tweets keeps you in the eyes of your followers.
LinkedIn has become the social media site for professionals that everyone wants to use, knows they need to use, but doesn’t really understand. Lucky for you, we understand LinkedIn, and after reading this, you will too.
- Content vs. Language. Though, for the most part, using the content you post on Facebook and Twitter is acceptable, the way you present content is different on LinkedIn. Use a professional tone, be precise, but don’t be robotic.
- Think like Yourself. You are a professional, and so your online habits are most likely a reflection of most other professionals. You probably don’t go and sit down with a glass of wine after dinner, and check LinkedIn. In fact, the worst times to post on LinkedIn is 10 pm – 6 am Monday through Friday. In that vain, stay away from posting on weekends.
- Be insightful. The best way to engage professionals is by creating insightful, thought-provoking posts that invoke a response. Unlike FB or Twitter, your posts can be a paragraph long as long as the content is relevant. Try not to go beyond a paragraph though, as up to 41% of LinkedIn visits are via mobile and no one wants to read an essay on their phone.
- Share your expertise at a good time. Traffic and engagement rates are high during a smaller period of time for LinkedIn. Tuesdays – Thursdays are the best days to post during work hours, specifically at noon or after work from 5-6pm. The best response rate occurs on Tuesdays between 10 – 11 am.
Image courtesy of: fastcompany.com