Optimizing your Social Media Marketing

Social media is fast becoming one of the most effective platforms to reach your target market. People tend to respond to word of mouth marketing better than a traditional banner adverts. Websites such as Facebook, Instagram and Twitter are being used more often these days to create more personalized, far-reaching word of mouth advertising. Thus it is important to effectively use different social media to captivate your target audience.

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Facebook

Facebook
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People are more receptive to Facebook posts from Thursday to Sunday between 12pm and 4pm. Some research indicates that at 1pm people are more likely to share content whereas at 3pm your posts will generate more clicks. Generally your posts will not be effective outside the 9am to 7pm window – people use Facebook and other social media more when they don’t want to be at work.

It is important to captivate your audience with your posts. While you may be trying to advertise your brand, keep in mind people use social platforms to be entertained as well. Therefore you want to personalize your brand on Facebook - on a Friday it is a good idea to post more lighthearted content. It can also be helpful to use Facebook Analytics to track your audience to indicate your marketing strategies performance.

Twitter

Twitter
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Twitter users seem to be more active during the week with optimal times to post during breaks, between 12pm and 1pm or 5 and 6pm. Unlike Facebook, Twitter seems to reach peak usage on Wednesday and is often used by people during their commute to and from work. Business to business tweets are most effective during the week while when trying to reach customers as individuals it is preferable to engage with them over the weekend.

Again it is useful to use data trackers such as Twitter Analytics to keep track of your target markets optimal times as they may differ from the generalized times given above. It may be useful to experiment with different times to engage your audience.

LinkedIn

LinkedIn
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LinkedIn is regarded as a more professional form of social media. Therefore many business people read it similar to a newspaper. In order to optimize LinkedIn for your marketing strategy, you should post during the workweek – Tuesday through Thursday. Effective times to post are outside of work hours; 7:30am till 8:30am and again later in the day from 5pm till 6pm. Mondays and Fridays show low engagement from users of LinkedIn.

Pinterest

Pinterest
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Pinterest is used as a creative pin board by many of the users. Following this, Saturday mornings tend to be the most effective time for posting, with Sundays also showing higher engagement rates. Other times to try are late afternoon on other days, especially Friday. It is important to include call to action buttons with your pinterest posts or else potential customers will only browse it with no follow up. Another way of capturing your audience is aligning your posts with the top themes of the day.

Instagram

Instagram
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Instagram users seem to be active on every day of the week at most times as it is used on mobile devices. However a general rule is to post outside of work hours and to try post later between 8pm and 9 pm. Later postings of videos on Instagram will optimize your reach. The least effective time to post on Instagram is late afternoon between 3pm and 4pm.

Google+

Google+
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While this platform is generally not the most effective, you may find your target audience does utilize it. Google+ is used mostly during the week with Wednesday being a popular day amongst users. It offers insights through Google+ Analytics to track optimal times to post for your users. However generally in the morning between 9am and 11am returns the highest engagement.