Businesses all around the globe are jumping on the social media bandwagon, but only the most strategic are reaping results that pay off! Social media success has become much harder to achieve now that so many companies are using major networks, like Facebook and Twitter, to compete for their audiences attention. Companies looking to optimize their social media efforts need to consider the posting frequency, type of content, and timing that is best for their specific audience.
Follow these social media posting tips for an advantage over your social competitors:
1. Find the best posting frequency for your audience
When it comes to posting frequency, there is no magic number that can be applied to every company. Each company needs to have a strategy and schedule in place for all their social media accounts in order to accurately measure and achieve the results they want. As a general rule of thumb, we know that Twitter functions at a fast pace where multiple posts daily are highly encouraged. Facebook, on the other hand, functions differently and posts need to be limited to one or two a day to avoid going overboard and pushing fans away. Although there is a broad idea of the posting frequency for each platform, each individual company still needs to find a pace that works best with their demographic.
To determine what works best for your audience you should perform tests and analyze data that is specific to each social account. Don’t rely on the advice or strategies of other businesses, each company needs a customized strategy that is specific to their target market. To establish the right posting pace for Facebook, use Facebook Insights to compare and measure the frequency and engagement of your content. Compare a time period where your company had a higher posting frequency to a time with a much lower posting frequency. Using this information, examine the contrast between the average likes, comments, shares and overall reach for both time periods. Notice if your reach and overall engagement was higher when you posted more often, or if it remained the same in both scenarios. You may find that the week you posted less received higher likes and comments than the time period with a higher frequency. These results will reveal what has worked for you in the past and are a good starting point to help you elect how often to post in the future.
2. Content Is King
When deciding what type of content to post it is important to understand that quality trumps quantity. The content you post to your social media accounts is a direct reflection of your company and its motives. This means your content needs to be more than just noise, it needs to have true value, and relevancy to your niche. Analyzing data with features like Facebook Insights can be a helpful tool for determining which type of posts your audience engages with the most.
The criteria of your content will vary depending on the platform. Tweets perform best when containing high quality images, powerful call to actions and of course, hashtags. Since Facebook posts are few and far between they tend to yield the most engagement when something of value or interest is offered. Posts on LinkedIn are meant for material that is specific and relevant to your business and industry. Pinterest thrives on beautiful and colorful images that inspire your company and interest your followers. Instagram is another image-based platform encouraging filters and other special photo effects. Like Twitter, Instagram is most effective when hashtags are used to connect to other users.
3. Post at peak times to maximize engagement
The time of the day in which you post on your social accounts plays a major role in your overall engagement. If you wouldn’t talk to an empty room then why post at a time with minimal engagement opportunities? The best times to post fall into certain parameters and, when followed, will get you closer to the results your company is looking to achieve. Tools like Crowdbooster can be useful for real time analytics and finding the optimal time to reach your audience.
The most effective time to release content varies according to social platform. Facebook has the highest interaction between 1:00pm and 4:00pm, with a midweek peak around 3:00pm. Twitter, on the other hand, is used the most Monday-Thursdays from 1:00pm to 3:00pm, hitting its high point around lunchtime and fizzling out by the weekend. LinkedIn sees the most engagement midweek around 12:00pm and 5:00pm and has minimal weekend interaction. Pinterest, however, is used most frequently over the weekend and shows decreased engagements during normal work hours.
Understand that frequency, content type, and timing are the most important contributing factors to lead a successful social media account. Help strengthen your company’s social media presence and drive traffic to your website by establishing these components and making them a consistent part of your social strategy!
Written By: Deanna Di Marco
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