One of the questions we are frequently asked when a client is embarking on a new social media strategy or is tweaking their existing social media strategy is, “How often should we post? And when should we post?” At Fruition, we believe that the best social media is what is natural for your company. When you embark on a social media campaign with Fruition, we sit down to understand your goals for social media in order to ensure that your social media presence honors your company’s attitude and policies and is aligned with your overall internet marketing goals. After we meet, we put together best practices guidelines specifically tailored to your company’s goals.
Social media is personal, and in order to succeed with your social media campaign, a small business needs to allow time for their social media presence to grow organically. Post information and share links that are relevant to your business and pay attention to the responses you receive from your community to individual posts in order to determine what appeals to your followers. You know your customers better than anyone, and social media gives you even more insight into your customers, potential customers and fans.
But there are a few things other things you can do to improve your chances of appealing to your fans and followers on Facebook and Twitter. AddThis recently released a study of social sharing behavior on social media sites. According to the study:
1) Peak sharing occurs at 9:30 am (EST)
2) Wednesdays are the peak day for sharing information on the social web
3) 75% of clicks on shared information will occur within one day of sharing.
4) Most clicks on shared links occur within 2 minutes of posting.
5) Cut and paste sharing – via email, IM, and other mediums – is used more frequently (up to 10x as much) as social sharing buttons.
So what can you do with this information? It’s important to consider these statistics, but it’s most important to post updates to your social media ccounts when it makes the most sense for your individual business, your social media goals, and your target audience. If you have a few different topics to discuss on your Facebook page throughout the week, perhaps share the topic that you think will have the most widespread appeal during typical peak hours. However, it’s always important to consider you unique audience when posting material and choosing when to post. If news important to your industry hits at 3:30 on a Friday afternoon, we want you to share it! Just make sure that you’re around to respond to any responses you might receive throughout the weekend! Remember, time sensitive material is best posted when it’s fresh.
Brad Anderson is the Founder and CEO of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association