Social Media is a powerful tool. According to the Pew Research Center, more than three quarters of U.S. adults are involved on Social Media. Needless to say, if a business wants to connect with its consumers, they must have a Social Media presence.
Assuming that you have already begun to establish a presence for your business, one of the first steps in creating effective Social Media is consistency.
Consistency in this context essentially means being dependable. If your consumer has chosen to follow you, they have done so with a certain expectation. One of those expectations is that you will deliver quality content to them regularly.
Consistency in Social Media can be broken down into two simple steps:
Know the best time to post
Know how often to post
For this post, we are going to focus on the first step. Choosing when to post starts with knowing your audience: Who is your audience? Where are they located (geographically and digitally)? When are they active on Social Media?
Facebook is the king of Social Media. According to the Pew Research Center, 67% of Adults in the U.S. are actively involved on Facebook. This is a huge number, and that should get any business owner’s attention.
However, with so much traffic on Facebook, it is important to stand out and reach your target audience when they are paying attention.
According to CoSchedule’s survey of 16 studies, the best time to post on Facebook for most businesses is late in the week. Buffer concludes the engagement is 18% higher on Thursdays and Fridays than other days of the week.
Although there is a lot of data to suggest that overall Facebook usage is highest on the weekends, at A&C we have found that the highest click-through rates and engagement for businesses occurs during the end of the workweek i.e. Thursday - Friday.
Twitter is a unique platform. In a world where quick information is king, Twitter demands the quickest.
Most data seems to suggest that the most effective times to post on Twitter for businesses is between 12pm - 3pm on weekdays, with the highest engagement occurring on Wednesdays. This may suggest that during their lunch break many people look for quick news and updates, making Twitter’s quickness appealing.
Most sources, including HubSpot indicate that Instagram engagement is maximized in part by posting in the evenings; more specifically, between 5pm-9pm Monday-Thursday.
For many people, Instagram is seen as a soft and aesthetic Social Media platform that is perfect for calming down at the end of the workday. For this reason, we have found that evenings are ideal for posting content on Instagram.
As mentioned towards the beginning of this post, knowing exactly when to post is unique to your business and its target market. However, if you follow the information outlined above, you will have a great head start towards leveraging Social Media for your business.
We are always excited to hear stories of how Social Media has helped small businesses succeed. So, let us know when you have had the most success posting for your business!