Speaking with a friend of mine who is a business consultant recently asked me about social media and how to use it. While flattered that he asked, it is a daunting task to give advice on this subject because it is in a constant state of change. An example is that what was published on the subject just a minute ago, can change the next second. It is a very fluid and organic platform to use.
The best advice I could give is based on a premise we have used for a long time when discussing the targeted prospective customer: Understand what they do and when they are most accepting a moment of engagement. This is as true for social media as it is for legacy media. There is little difference except this: when there is a lot of interest it is best to be there and use legacy media. When there is not so much interest it is best to be there and use social media.
Allow me to explain. While studies about this subject are all over the place, they often conflict with what we know is true. For example, many studies point out that 3PM, during the weekdays, is the ideal time when people read their Facebook page. But it is not a good time to send the post. Our experience has found that if you send the post during the weekday mornings, within 30 minutes we have maximum engagement. Some studies show that the evening is a good time to send. However, we have found there is a tremendous amount of competition at that time and we can often be shoved to the background, gaining minimal engagement.
You really have to completely understand your audience…your potential customer. When are they most acceptable to receiving information from us? People usually check their messages from most recent to earlier. If we know they check a couple of times a day (namely 11A, 3P and 8P), we should post in the morning to gain awareness and engagement. For B2B, we love to post on Monday mornings.
The biggest spike for readership during the weekdays is 3PM. Although weekends are pretty steady around this time, we have found that Wednesdays at 3PM is one of the hotspots for readership. Call it the ‘Humpday Hotspot’.
While many of the studies say that you should post during the weekdays and to stay away from the weekends, we find that early morning Saturdays and Sundays before Noon perform exceptionally well. In fact, most early morning posts have been most effective for our customers. It is all about knowing your targeted audience. If you’re in retail, trust us on this.
Your goal should always be to engage with your customer and potential customer. Knowing when your target is engaging and interacting with your page can be crucial.
Regardless what you use in your integrated marketing solution, mobile has to be a key. Why? A tremendous amount of social media interaction is being read and activated on mobile devices. “The importance of this is that people who open social networking sites on more than one device, two or more times, have a greater propensity to buy or buy more.”, stated Peter DeNunzio, GM for cross-channel marketing at Experian. And as Harris stated, your smartphone only 5 feet away from you at all times. That’s why we say MOBILENow is the key to driving in sales now.