Writing by Nick Stamoulis in Social Media
When it comes to social media marketing, timing is everything. It doesn’t matter how well crafted your message is, how useful your content or how clever your update is—if no one is online to see/hear it, what’s the point?
Think about it like this—one of your customers might be following your company on Twitter, but they are also following 107 other brands/people. Their Twitter feed is constantly being updated with everyone’s latest tweet, pushing older tweets further and further down. Let’s say you tweet your daily blog post at 9 AM (social promotion is so important for content marketing!) but your followers don’t login to their Twitter account until almost 10 AM. How many of the other profiles they follow have tweeted in that hour? Do you really expect your followers to scroll through all the tweets posted since the last time they went online? Even though you sent out your content via Twitter, your target audience isn’t seeing it because you don’t understand social media timing!
Social media timing is so important, yet it’s a process that constantly needs fine tuning and testing. For instance, I have been sending out company newsletters for nearly 5 years, but I am still tweaking the day and time when I email my list in order to find out when they are more receptive. I don’t want to annoy my subscribers, but I do want to catch their attention and get them to open my email. The same holds true for social media timing. Your social network may work from 9-5, but maybe the only check their social profiles on their lunch hour (12-2 PM) or when they get home from work (5:30-7 PM). If all your updates are going live when your network isn’t online, your messages aren’t reaching your audience. You also have to consider the fact that even if someone is online, they may not be actively looking at their social profile the moment your post/status update goes live. That’s why I always publish company blog posts twice a day to our social profiles—once in the morning and once in the early afternoon. I want to give my content the best possible chance of being in someone’s news feed or timeline when they login.
When it comes to understanding social media timing, you have to have a good grasp on the online behaviors of your online audience. When are they most likely to be visiting social networking sites? What time of day are they more likely to read your content and engage with your brand? Do certain days of the week seem to yield better responses? Different industries are also going to experience different social media timing. For instance, not too many B2B marketers want to read an email at 4 PM on a Friday, but maybe B2C companies would have better look connecting with customers that are planning their weekend shopping excursions. No two businesses are alike, which means doing what the competition is doing in terms of social media timing may not yield the best results for your brand.