How to Optimize Social Media Posts - Part 1: LinkedIn

Social Media has become one of the best ways to build your brand and reach targeted audiences that want to hear what you have to say. Most businesses today have established an online presence on at least one major platform in order to amplify their message and communicate directly with customers and prospects.

 

 

While it’s known as being an effective means of advertising and engaging, social media can also be an enigma for many companies. A lot of time and resources are spent creating unique, compelling and engagement-worthy content, but if it’s posted at the wrong time, it may never be seen. We know that posting whenever you feel like it isn’t a winning strategy - so when is the best time to post? In this 3-part series, we’ll look at the latest research and explore optimal posting times and strategies for the top social media platforms - LinkedIn, Facebook and Twitter.

 

Do I need to use LinkedIn?

If you are a B2B business, the short answer is, yes. Forbes cited the 2015 Social Media Marketing Industry Report findings that “LinkedIn has now surpassed Facebook as the #1 most important social platform for B2B marketers. While only 21% of B2C marketers cited LinkedIn as their #1 platform, 41% of B2B marketers put it at the of their list (compared to just 30% who said Facebook was the most important).”

Forbes also cited several other reasons you should be using LinkedIn:

  • 3rd most used social platform amongst business owners
  • May be most effective platform for product launches
  • One of the most effective ways to recruit new talent
  • May be most effective for lead generation

 

What days should I post on LinkedIn?

Every audience is different and it is highly recommended that you test out a few posts and gauge your own engagement rates, however, several studies have been conducted and that data does tell an interesting story. The best marketers know the goal is to deliver content at a time when your target audience is most likely to notice it – and has time to engage. Since LinkedIn is primarily a more business-focused audience, it makes perfect sense that we see the best response rates on weekdays.

A 2016 LinkedIn blog post, goes even further. “It makes sense too that absolute engagement numbers would be lower on a Monday (when the working day is dominated by catch-up meetings) and Friday (when some people finish early).” Based on that insight, the best days to post on LinkedIn are: Tuesday-Thursday.

 

What times should I post on LinkedIn?

We know that nobody operates on the same schedule. Nor does everyone check their social media at the same time of day. According to that same LinkedIn blog post, results tend to be very similar to the findings in our recent post regarding best times to send an email - which makes sense since both are targeting a B2B audience. It concludes that the best times to post on LinkedIn are “either early in the morning, lunchtime or early evening, with an additional, bonus sweet spot between 10am and 11am on Tuesday.

 

What are best practices for posting on LinkedIn?

In addition to days and times, there are several ways to optimize your social media posting strategy:

  • Post consistently. The consensus seems to be at least 3x per week.
  • Provide a variety of content (articles, product news, thought leadership, etc.) and rotate those types on a schedule
  • Keep in mind that business people are most likely to read LinkedIn in the morning, like a newspaper
  • When using pictures or images, make sure to size them according to LinkedIn specifications. We know it’s a pain having to resize for each platform, but it provides a better user experience when visuals are easy to see

 

Conclusion

Based on the overall data, the sweet spot for posting on LinkedIn is midweek from 5-6pm. That, of course, is not a one-size-fits all model and should be tested to make sure you are seeing the results you want. A lot of research has been collected, but it is important not to become too reliant on it, instead use it as a guide. If you listen to what your users tell you, you’ll find your optimal time to post to LinkedIn.

 

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