Among the different tactical approaches to social media, quantity seems to rule the roost for most brands.
It’s based on the belief that whoever makes the most noise wins.
The problem, however, is when everyone is shouting to be noticed, it is difficult for anyone to capture the spotlight. It’s like going to a dinner party where everyone is trying to talk over each other, rather than having a civil conversation.
An approach to social media that is often overlooked or, frankly, ignored is timing. It’s about figuring out the best times to post on social media to connect with the biggest audience.
Most social media tools are focused on instant-gratification (aka publish my updates, tweets immediately) or scheduling updates based on guesses more than science.
It means many updates appear when few people or no one is listening, which makes them ineffective and, in blunt terms, a waste of time and energy.
So when is the best time to be posting on social media?
While there is no one answer, SurePayroll put together an infographic that provides some insight into the “best” time slots for Facebook, Twitter and LinkedIn.
While the information on the infographic shouldn’t surprise anyone, the more important lesson is how brands need to think about when to effectively reach out to customers.
For some brands, being active on social media during the day makes sense because this is when customers are focused on work.
But within the working day, there are clearly better time to publish – e.g. lunch time, late afternoon.
For other brands, the best time to active social media may be at times when other brands are quiet.
A B2C brand, for example, could discover that posting content, tweets, etc. works best late at night when its target audience is chilling out at home.
So how do brands figure out the “best times”?
1. You need to know you target audiences, including the creation of buyer personas. This gives a brand tremendous insight into how its customers behave.
2. A willingness to experiment to see what and when works best. Sometimes, doing what seems to be the right way may be off the mark.
3. Looking at analytics to see what the data tells you.
How does your brand decide when do tweet, update, etc.? Do you have a plan of attack, or simply post when you think it’s the best time.