Social Media Tip #5: Post When The Time Is Right

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This post features more excerpts from our ebook The Little Book of Social Media: 60 Ways to Create a Great Customer Experience.  The Amazon version is on sale this week! You can also download the PDF from our site.

Having great content is promote is only half the battle. How and when you deliver that content is just as critical. But how do you know the best times to post, tweet, or pin? It depends on the audience and the platform you’re using.

If your goal is to get the most customer engagement (measured by views, likes, shares, etc.), here are the ideal times (based on studies from Argyle Social, KISSMetrics, TrackMaven, and HubSpot) for some of the most prominent platforms:

  • Facebook: Sundays or weekdays before 9am and after 5pm
  • Twitter: Mondays-Thursdays from 9am to 7pm
  • Pinterest: Saturday mornings
  • LinkedIn: Early mornings (before 9am) and immediately after work (6pm)
  • Instagram: No one day dominates, although Mondays-Saturdays perform slightly better than Sundays.

Remember to also utilize each social site’s metrics to further refine the best times for you to promote content. For example, on YouTube, you can look at your views by day and determine what your specific audience’s viewing patterns are.

Remember time zones
If your company is based in the Mountain or West time zone, remember that 80% of the U.S. population lives in the East and Central time zones. Adjust the timing of your posts accordingly, whether your customers are mostly US-based or global. If you have a dedicated cadre of European, Australian, or Asian customers, make sure some of your content is arriving during their respective peak viewing times as well.

Schedule content according to your audience’s priorities
Too often, businesses schedule and release their content based solely on their own priorities–quarter-end revenue goals, capital campaigns, or product launches, for example. Obviously you must do that sometimes to achieve your business goals, but you will be most successful if you think about how you can maximize your timing to best help your customers. For example, if you’re a tax advisor, plan to provide additional content from January through April, when people are more focused on taxes. If you run a blog devoted to fans of a TV show, you post content right before, during, and/or after each new episode airs (or live blog the entire episode). Use your customers’ priorities as a guide to help you provide the content when they are most likely to benefit from it.

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