Are you going dark on the Weekends? A Social Media Tip
Let’s face it, we live in a 24/7 world. If you are running a business you are probably more aware of that than most. However, you may be missing out on important opportunities if you are not using social media on Saturday and Sunday..or even Friday night.
Studies have shown that users of two of the most popular social media sites (Facebook & Twitter) tend to interact more with posts and tweets on Thursday and Friday afternoons, and most on the weekends. Let’s take a look at each site to explain further.
Facebook is easily the king of the Social Media world right now, with over 1 million users in Connecticut alone. Depending on the business you’re in that may be an extremely important fact in itself.
Facebook allows users to set up business and brand pages to interact with Facebook users. The page allows you to tell the world about your brand or business including basic business information such as hours of operation and locations. Once this is set up you can then add content including images and video to interact with your audience.
In an article found on Buffer and Huffington Post, written by Belle Beth Cooper, it is suggested that the best time of day to post on Facebook is between 9 am and 7 pm. It also states the most shares occur around 1 pm and the more clicks occur around 3 pm. This would indicate that it is best to post mid-afternoon during the week, a little after lunch. Coincidence, I think not.
You see, studies suggest that the more someone does not want to be at work, the more time they spend on Facebook and other social media platforms.
But you said Weekends
I did say weekends were important. In fact Weekends have the highest engagement of the week on Facebook. Engagement increases by 32% on weekends. Facebook shares are also highest on Saturdays over any other day of the week. You cannot afford to miss the action on Saturday, can you?
Twitter is extremely popular with users of mobile devices. It’s 140 character micro-blog posts are appealing to the two thumb typing method on a smartphone. A tweet defined as a post on Twitter. Twitter also made hashtags popular. Hashtags are a sort of tag or keyword on a post. Placing the # character in front of a word or phrase allows other users of Twitter to find your post using that hashtag. Hashtags are now used on most major social media sites including Facebook.
Retweets occur when someone re-posts a tweet that you posted, thus sending it to all of their followers as well. This is considered a sign of respect so to speak If your goal is to increase the number of retweets then the best time of day is 5 pm.
If the goal is to increase your click-through, meaning how many people interact with your tweet, then the best time of day is noon (lunch) and 6 pm (at home). Interestingly enough, Twitter is also the platform of choice of those during commute by a large margin. Users of Twitter are also more likely to use it during work or school hours.
Twitter engagement for brands is 17% higher on weekends according to the same study referenced above. Again suggesting that people have more time to interact with brands and businesses through social media. So the question still remains, are you ignoring your weekend audience? And can you afford to continue to do so?
It will take some testing and tweaking to find out when is the best time to engage your audience. I personally have had Facebook posts late in the day that has succeeded while posting at suggested times don’t go over so well. You will want to use analytic tools to determine what is and isn’t working.
Keep in mind it may not be the time of day either. There are other things you should be doing to engage your audience such as adding images or video, encourage a response or create a call to action.