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 Twitter?
If you are deciding whether Twitter is the right platform to promote your business, the answer is most likely, yes. One of the wonderful things about Twitter is that just about everyone uses it. Both B2B and B2C companies see positive results and that applies to large corporations, small businesses and even individual owners. A recent article by the balance - small business states, “47 percent of people who follow a brand on Twitter are more likely to visit that company's website.” It makes sense that engagement is high, due to the direct, 1-on-1 interaction between company and customer. The article warns though to tweet carefully – “Your brand can suffer irreparable damage from a misguided or badly-timed tweet.”
The versatility of Twitter
Twitter is unique from other social media platforms in that it really can be used however you want to use it. For example, LinkedIn is an environment for more professional, business-minded conversations, which means you are limited in how you can use the platform. Individuals, government officials, celebrities, use twitter, on the other hand, you name it. The conversation topics range drastically, which is why it is important to decide what kind of brand you want to build for your business.
One of the best uses for Twitter is to build your brand. Showing up is half the battle – making yourself available to your customers and having a dialogue establishes trust and creates a more personal relationship. Also, you can decide what kind of “personality” you want to portray. Will you be more customer service oriented and answers questions, will you be more informative and make news/product announcements or will you be more entertaining.
What days should I post on Twitter?
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. Twitter is a highly mixed demographic, and we see that reflected in the data.
A 2017 Huffington Post study suggests that the best days to post on Twitter for B2B audiences are Monday-Friday and weekends and Wednesdays for B2C audiences.
What times should I post on Twitter?
According to that same Huffington Post study, generally speaking, Twitter users are more active on their way to work and are more likely to use Twitter during school or work hours. For maximum retweets, post at 5 p.m., 12 p.m. and 6 p.m., with the two latter times delivering higher click-through rates.
What are best practices for posting on Twitter
In addition to days and times, there are several ways to optimize your social media posting strategy:
- Post consistently and stay active. The lifespan of a tweet is very short (from 1 second up to 8 hours), so you have to keep up with it to stay relevant. The consensus seems to recommend at least 4 tweets per day
- Regularly monitor and respond to comments and questions posted on your page
- Use hashtags to gain exposure to new audiences
- When using pictures or images, make sure to size them according to Twitter specifications. We know it’s a pain having to resize for multiple platforms, but it provides a better user experience when visuals are easy to see
Based on the overall data, the sweet spot for posting on Twitter is Wednesday 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 tweet.
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