Social Media Strategy and the Importance of Timing Your Posts
BLOG POST BY LAUREN LEAL, DIRECTOR OF ENGAGEMENT AT THE NEWS FUNNEL
When you have clients on different time zones, or some that are morning people and others that are night owls, how do you determine when to post on social media to maximize the audience you reach?
Should you post when everyone else is, or is it even harder to compete with people’s attention? It is best to post with consistency so your followers know exactly when to expect new content from you? What’s the best strategy for your social presence?
What about time zones?
For a commercial real estate business, it’s likely that the majority of your followers are located in your specific time zone, so it’s best to stick with your local time when it comes to choosing the time of day to post. But if your business is not as localized, keep in mind that the Eastern and Central combined time zones represent 80 percent of the U.S. population.
And if you’re not sure where your audience is coming from, you can run Google Analytics on your website to see exactly where you visitors reside.
When is the best time to post on Facebook?
According to various marketing studies the best time in general to post on Facebook is from 1 to 4 p.m. EST late in the week and on weekends. To be more specific, Saturday and Sunday from 12 – 1 p.m., Thursday and Friday between 1 and 4 p.m., and Wednesday at 3 p.m.
And if it’s shares and click-throughs you’re after, stick to 1 p.m., 3 p.m. and 9 a.m. as the best times to post.
Determine your own best practices
Once you’ve been active on Facebook for a while, it’s time to determine your own best practices. On your CRE business’s Facebook business page, go to Insights and click on Posts to see the data regarding when your viewers are online. Tailor your postings around their schedule to maximize the interaction with your audience.
What about Twitter?
Your posting times should vary between platforms and Twitter is a different animal than Facebook. The optimal times for tweeting are between 12 and 3 p.m. with a peak best time at 5 p.m. Generally, the work week is best for Twitter if you are B2B, but you should run your own tests and include posts between 2 and 3 a.m., 6 and 7 a.m., and 9 and 10 p.m.
You can also observe your audience’s behavior using Twitter Analytics and adjust to be sure you’re catching them when they are most active.
LinkedIn and Instagram
You probably won’t be surprised to know when LinkedIn is most active. You’re best off posting Tuesday through Thursday at the beginning of the work day, at lunch and just as the day is wrapping up around 5 or 6 p.m. After all, most people use LinkedIn while at the office.
And on Instagram your audience is using it to get through those afternoon lulls on Mondays and Wednesdays from 3 to 4 p.m. And generally, on any day first thing in the morning, then the end of the work day, and after a lengthy happy hour around 2 a.m.
Use your best judgement
While there are always “best practices” for social media, it’s best to depend on your own social media analytics to best reach your audience. Pay attention to trends and activity, both in timing and the type of content you share, to best reach your target audience!
Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.