If you had to spend just two minutes googling social media tips, you will probably find yourself feeling overwhelmed by the amount of infographics that pop up, all promising the best posting times and how regularly you should be posting on your different social media platforms. We often get asked whether there is any truth to these, especially when there is such varying information out there – how can these resources be providing information based on facts, yet be so different in their approaches?
While there is some general recommended approaches to each of the social media platforms, it is also important to consider who you are targeting with your posts. Ultimately, you need to understand who your customer is and adjust your social media strategy to suit them.
These are some questions to ask:
- Who is my customer?
- When are they typically online?
- What content would interest them?
From these answers, you will be able to decide when would be a good time to post on your social media platforms. Consider the times that your ideal customer would typically check their social media: tea breaks, lunch hour, the last hour of work and perhaps while they’re lying in bed. Remember that in some industries, it is quite common to close early on a Friday. Also, factor in holidays and creating themed content that compliments the holiday. Obviously, you would need to be location specific, so that you can ensure that your time zones are correctly set, and you aren’t missing these opportune moments.
Now, factor in that different social media platforms have differing lifespans, so where Facebook’s algorithm will mark you as a spammer for frequent postings, your engagement will be highest with frequent postings on Twitter, as the lifespan of a tweet is only about 18-20 minutes. Understanding the workings of social media will help you tweak your social content, so that you can create targeted posts that are actually seen by the people who matter.
Remember that social media can be a very powerful tool when used correctly and that focusing on engagement (vs. increasing followers), can prove to be more beneficial for the growth of your company.
If understanding social media isn’t for you, and you’d like to chat to a professional about your social media strategy, don’t hesitate to get in touch so that one of our social media managers can help you and your business take full advantage of creating your digital presence.