Be “On Time” With Your Social Media Content (Part 1)

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January 25, 2011 – How many people are really checking their Twitter feed at 3AM? The bulk of the people on Facebook at 2AM are night shift workers, insomniacs, and Farmville addicts, so unless these are your ideal clients you may want to think about when you post content to your social media profiles!

Many studies have been done trying to pinpoint that magic hour on the golden day where the most Facebook users will see your content.
 And while these studies can give you a good general idea of when users are most active on Facebook and social media in general, that’s not to say that this is the same activity profile of your ideal clients.

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The time you post to your profiles can make a big impact on your social media reach.

Social media software provider Vitrue conducted a 3-year study on posting and sharing trends on Facebook that targeted when and how users interacted with the social media service. They found that the big traffic times come at 11 a.m., 3 p.m., and 8 p.m. during weekdays with 3 p.m. on Wednesdays being the biggest activity spike overall.  Weekdays seem pretty steady for usage trends, while weekends often see lower and more erratic traffic, with a large drop in use on Sundays.

This doesn’t mean that your 3 p.m. stretch/smoke/snack break should be the time to post things to your Twitter feed.
 The study shows that while most users interact the most in the mid-afternoon, content that is published to your social media profile earlier in the morning has a better chance at commentary and likes. This is because the post will already be waiting for them during their 3 p.m. Facebook Break.

While this set of data reflected a general Facebook population that interacted with more than 1,500 brand fan pages, that doesn’t mean it is right for your business. Random data doesn’t speak for all industries and clientele, so you’re the real expert when it comes to knowing when your customers are most likely to be interacting with their social media.

Take for example an extended-hours daycare that’s looking to attract new clients. They know that their ideal clients are parents who probably work late night or early work shifts. Unlike the majority of the workforce that works a standard 9-5 M-F work week, these clients are usually working hours like 9 p.m. to 6 a.m. and asleep during those so-called ‘peak traffic’ times of 11 a.m. and 3 p.m.

In this case, you’ll want to think about when these parents are checking their social media. You’d imagine that they would check before going to work, so around 6 or 7 p.m., and then perhaps as they’re nearing the end of their shift, around 5 a.m. or after they get home around 7 a.m. Once you can develop a good idea of the times potential clients are actively on their news feed, you can schedule your social media posts to appear when they’re most likely to see them.

Stick around for tomorrow’s blog when we discuss some helpful tools to schedule your content posting automatically!

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