Knowing the right time to jump into social media channels can be like a game of jump rope; you stand, you watch, you pay close attention to the rhythm, and you jump in, hoping you’re doing it right.
Eventually, through tools and observation, social media managers took note of when users were most frequently on each social channel, and a vast library of “Best Time to Post” content was born. It was great for helping to get a gauge of when channels were potentially most active. However, we’ve since moved away from this one-size-fits-all approach.
PERSONALIZED FITS BEST
Businesses have their own best times to post, and this is based on various factors such as location, industry, international audiences, content type, etc.
To track optimal times to gain the best reach and engagement, organizations must have personalized KPIs in place, and fully understand their target audience demographics and various stages of a customer journey. With social media management tools that measure when fans are online and facilitate real-time engagement, companies have a holistic overview of the activity most relevant to their business, and not just to the social channel alone.
Instead of knowing the lunchtimes in all the timezones of your community to know when they might open Facebook, social engagement strategy can be much less nebulous:
- Know your established community as well as your target audience
- Understand your metrics to track your successes
- Great content gets shared
- Continually good and helpful content will earn the reputation of a reliable resource
- Real-time engagement supports the positive engagement behavior of your audience
There is no better time to post than the best time for you.
Cover photo credit: Timepiece, Steve A. Johnson