A guide to social media posting

Posted by | February 03, 2017 | Marketing Management | No Comments
Social media is a useful marketing tool for any business - when is the best time to post your content?

If marketing is the engine that drives your businesses sales then social media is the fuel. Leveraging sites like Twitter, Facebook, LinkedIn and YouTube is a low-cost yet effective way for you to get your business' messages across.

According to a 2015 report by the Small Business Examiner (SME), 90 per cent of marketers credit their social media marketing with generating considerably more publicity for their business. These campaigns also helped increase website traffic and overall customer loyalty. When asked which platforms were most important for their business needs, marketers named Facebook as the most critical followed by LinkedIn, Twitter and YouTube.

Like most things in life, when it comes to social media, timing is everything. You want to make sure you are posting at the right moment to ensure maximum visibility and traction. Posting times can be the difference between 15,000 post interactions and a couple hundred – so, when should you be uploading content on each of the major platforms? Let's check it out.

Like most things in life, when it comes to social media, timing is everything.

Facebook

Facebook stands as the crowned jewel of social media platforms when it comes to marketing. In the SME report, 93 percent of marketers named Facebook as the marketing channel they used most frequently. Over half of respondents called the social media site essential to their marketing strategy.

The best days to push a status update or promotional content is either Thursday or Friday, according to Forbes. Facebook users are most likely to actively engage on these days. The absolute peak time falls on Friday afternoons. Friday posts are actually responsible for 17 percent of all likes and 15 per cent of all user comments and shares!

This doesn't mean you should only be posting on Thursdays and Fridays though. Remember, the key to good marketing is consistency. For the rest of the week aim to post between 8 am and 8 pm – anything before or after tends to fall flat. Forbes asserts that the sweet spot is always 1 pm to 3 pm, regardless of the day.

LinkedIn

When SME asked marketers which social media platforms were most important to them, LinkedIn nabbed the second spot. While it is often looked at as a site for B2B marketing or interactions between individual professionals, it can have huge value for B2C businesses as well. From establishing your company as thought leaders to simply interacting and learning from other industry leaders, LinkedIn is a useful platform.

Unlike Facebook, this platform sees the bulk of its user activity on weekdays, with the best times for posting falling on Tuesdays between 10 am and 11 am, according to Social Media Today. When possible, you should avoid posts on Mondays and Fridays as the site sees it's lowest activity on these days.

When is the best time to send out a 140-character tweet?When is the best time to send out a 140-character tweet?

Twitter

Twitter is great for reaching out to your audience for quick updates and it can also be effective in expanding the reach of your posts from other social media sites. Many businesses link their Twitter feeds to their Facebook and LinkedIn sites so that their updates are automatically shared on their Twitter timelines. In the Social Media Examiner report, 79 per cent of marketers cited Twitter as their most used social media platform.

So when is the right time to click that little blue bird and send out a 140-character post? It depends on what kind of business you are. For B2B organisations, weekday content receives the most engagement whereas B2C companies see the most traction on weekends. This is largely because B2B businesses are interacting with other professionals during the workweek whereas B2C audiences have more time to engage with their favourite businesses on the weekends.

The best times to post are 12 pm and 6 pm as many people have time to scroll through their feeds during lunch breaks and their commutes home, reports Forbes. If you are aiming to have your content retweeted try to post between 3 pm and 8 pm.

Marketing involves a lot of moving parts but the social media component of your strategy is a critical piece of the puzzle.

YouTube

Video is becoming a powerful force in the marketing realm. That's why YouTube is an important platform for businesses. Videos have the added bonus of providing great content for your other social media channels as well.

For your video content to perform its best you want to post between 12 pm and 3 pm between Thursday and Sunday, explained Forbes. When possible, avoid uploading your content between 5 pm and 6 pm as this is generally a slow period for the site.

The wrap-up

Marketing involves a lot of moving parts but the social media component of your strategy is a critical piece of the puzzle. A big part of perfecting this and achieving effective results is remembering these peak hours of engagement.

To learn more about how to optimise your current marketing efforts, reach out to one of our Leading Edge representatives today!