Social networking is a dynamic platform and a powerful business tool. The varying outlets, such as Facebook, Twitter, Pinterest and Instagram, create the perfect opportunity to reach customers, potential customers and media representatives with product announcements, company updates and industry news.
As great as social media is for marketing, it's not effective if you don't use effectively. This includes a content calendar to guide your conversations, regular updates, and community interaction.
Scheduling – Days of the Week
Despite an extensive list of experts claiming to know how to schedule social media posts perfectly, there's no one method that applies across every business. For small business owners, this means targeting your customers when they are most likely to pay attention to your posts. Here's a suggested sample schedule from Social expert, Kevan Lee:
- Facebook – 2 times per day, every day of the week
- Twitter – 14 times per day, every day of the week
- LinkedIn – once per day, Monday through Friday
- Google+ – 2 times per day, Monday through Friday
Facebook and Twitter get equal or more traffic on the weekends, while LinkedIn and Google+ tend to be utilized more during business hours, which accounts for the scheduling differences.
Scheduling – Time of Day
Scheduling the time of day for your posts is equally important. The average life cycle of a tweet is 18 minutes, so it is most beneficial to send it out while your audience is online and engaged. If you want to achieve maximum value from your 14 daily tweets, spread them out evenly between 12 noon and 11 PM. Your peak response will be between 2 PM and 5 PM.
HubSpot's Lindsay Kolowich recommends the following posting schedule:
- Facebook – 1 PM to 4 PM on weekdays; 12 PM to 1 PM on weekends
- Twitter – 12 PM to 3 PM Monday through Friday; 5 PM to 6 PM on weekends
- LinkedIn – 7:30 AM to 8:30 AM, 12 PM, and 5 PM to 6 PM on weekdays
- Pinterest – 2 AM to 4 AM, and evening hours on any day; 8 PM to 11 PM on Saturdays
- Instagram – any time except 3 PM to 4 PM Monday through Thursday
As you can see, Kolowich's suggestions for Twitter are slightly different from what Lee suggests. This is because there is no perfect schedule that works for every business. Know your audience and act accordingly.
For those just starting out that haven't intricately defined their audience, you should generally post to your social media outlets during business hours and engage your Facebook and Twitter followers mid-day on Saturdays and Sundays.
Tying It Together
Effectively using social media as a marketing and engagement tool starts with understanding your target audience. Once this is defined, create a schedule for your social media posts so that your content remains new, fresh, and constantly changing. You can use analytics to study scheduling metrics for the purposes of determining the best days and times to post.
Monitronics is very active on social media platforms, providing original content, sales tips, product updates, and more. We continually monitor our own metrics to make sure we are getting the most from social media engagements, and we encourage all dealers to do the same.
Use social media to share content and engage with your customer base in order to build your business. Connect with them by providing industry knowledge, thought leadership and relevant information they will find useful. To learn more about effective social media development and scheduling, and the marketing support we offer contact us today.