Social media is an important extension for business. According to the Pew Research Center, more than 50% of adults online use multiple social media platforms. Each has its own unique culture and customs, so it can be difficult to figure out how to get the greatest impact across various channels.
There are many social platforms, with new contenders rising regularly. For business, we’ll look at post scheduling tips for the major social networks that are most widely used to reach consumers. Facebook, LinkedIn, Twitter, Pinterest & Instagram cover the gambit of users, reaching across countries and generations. Because social media is a huge space, knowing when and where to say something is key for extending reach to grow business.
Facebook: 1-3x a day
Best Reach Days: Mid-week
Peak Times: 6-8 a.m. and 1-4 p.m.
Facebook is still a giant in the social media kingdom. The PRC indicated 71% of all internet users are connected to Facebook and about 70% of its base users checking in daily. Recent changes in algorithms for organic news feeds have created some skepticism among business and organizations, but like their policies or not, it’s where the users are.
Studies show posting twice a day keeps people connected without feeling overwhelmed. Typically, users will check-in early between 6-8 a.m. to make sure they feel caught up on events and conversations for the day. Later in the day, they may need help getting through the afternoon slump at work and checking Facebook acts as a quick pick-me-up. Photos and videos have much higher and longer engagement than statuses alone. So be visual!
LinkedIn: 1-2x per day
Best Reach Days: Tuesday to Thursday
Peak Times: Noon, 5-6 p.m.
LinkedIn is arguably one of the most valuable social platforms for business, if managed properly. It’s no longer just a place for hiring and employment opportunities. The social site has added several meaningful tools for businesses to use including better business pages, showcase pages, and sponsored updates. It’s important to remember the professional networking atmosphere of this platform and avoid salesy behavior or posting too frequently.
40% of LinkedIn’s 347 million users check in daily. They’re most likely to check in at lunch or from 5-6 pm when the workday slows. Mondays are busy for most professionals, and by Friday they’re less motivated to network. Stick to the middle of the week, and as with all other media use visuals. A key strategy for establishing authority on LinkedIn is to publish helpful and thoughtful content through their publishing tool. You should also investigate and interact with professional, industry and interest groups.
Twitter: At least 3x per day +
Best Reach Days: Monday to Thursday
Peak Times: 1-3 p.m.
Fast on the heels of its competitors, Twitter continues to fly higher in its global growth and reach. It’s demographic is slowly diversifying, but it can still largely be divided into two major groups: professionals and youth.
Each message must pack a punch, delivering pertinent information in 140 characters or less. This approach added to the live-feed nature of the platform all but demands multiple posts a day. Fast Company recommends posting as many as 14 times per day. Remember to favorite, retweet and respond. After all, it’s conversations you’re after!
Most Twitter usage peaks around lunchtimes Monday through Thursday when people have time to check on the folks they’re following. Retweets are 48% more likely to happen when a picture is included. Many companies use Twitter for Q&As, customer service inquiries and engaging with their audience in real time no matter where they are.
Pinterest: 5x or more per day
Best Reach Days: Saturday mornings
Peak Times: 8pm-1am, but it depends…
With the only female dominated social media audience, Pinterest proves that pictures have power. Women like options, and by posting multiple pins a day, you’re positioning your products or information to be viewed by many. Pinning images right from your site ensures click-through options are readily available to all end users. Brands like Whole Foods, LL Bean and Lowe’s saw rapid growth in their online business when adopting multiple-times-a-day posting strategies.
Most pin-engagement happens within the first two days of posting, but can last for extended times when popular. Give your audience time to browse. Unlike other social sites, Saturday mornings tend to be a prime time to pin. Ultimately, it depends on your audience and subject matter. Posts about food are better during waking hours and before meal times, but posts on electronics tend to do better at 10pm. Pay attention to your audience. 50-things-you-need-know-about-pinterest
Instagram: At least once/day
Best Reach Days: “Today”
Peak Times: Anytime
Instagram is the catch-all of the social media family. Incorporating hashtags, statuses, pictures, videos, audience participation through likes and comments, it pretty much has everything an online user would want. Users between the ages of 18-29 have embraced it as their own, with more than 53% of young adults in the U.S. operating an account.
Since most use is from a mobile device, time of day appears to be largely irrelevant to success rates or interactions. While videos tend to get the most views during non-working hours, photos are checked throughout the day.
Statistics also show it doesn’t really matter how many times a day a company posts as long as it’s about the same number every day. The key to Instagram is consistency.
Just Go Post It
A social media presence is necessary for growing businesses, because that growth is based on people. And people are social. Depending on your audience and subject matter, some platforms and times may work better than others. Get to know them.
Which platforms are working best for your business? Give ’em a shout out in the comments.