Over the years I have been able to work with a lot of different companies in varying industries. The one thing that they normally ask is to help build their social media profiles and increase their sales using these platforms like it’s a magic wand. And as most people who have worked on digital platforms would know, social media marketing is no magic. But with the right attitude, data, and consistency, this can be a powerful platform to build a brand.
One key aspect in social media marketing is knowing when to post for the brand. There are several factors that will affect this and more often than not, an effective time for a particular page is not the same for another.
Look at the Data
If you are managing a page on Facebook or LinkedIn, you can take an in-depth look at the data of how your audience interacts with your posts. This will give you a great idea on when would be the best time to post.
The first thing you should do is to view all posts in a table form. I prefer to do this by transferring the data to an excel sheet so that I can get more filtering options in place. Once there, I first determine what is important for this particular brand.
What Data to Focus on
When looking at your social media channel’s data, there would be a number of columns such as Reach, Engagement, Clicks, and many more. So the first filtering option I do is based on a column that is most important to the brand depending on the goal.
If the goal of the page is to spread awareness, then I go for Reach. If the goal is to get as much people to the website in order to convert them into sales or leads, then Clicks is the most important column for me. So I filter that and see which post is getting me the most Reach or Click.
Knowing the Posts
Now that I have a very basic ranking of which posts my audience interacts with the most, I take a look at the content and the time and date they were posted. Is there a specific pattern? If so, what does it show?
An easy find here would be if most people interact with posts released on a specific time or day. Then that means that should be your target area to post on. But the problem here is, more often than not your page would have not posted on all specific times yet so the sample data is incomplete.
Experiment with your Posts
If that is the case, it is best to do some experimenting for the next few weeks. Plan a content calendar that would allow you to post on different times of day on each day of the week. This will allow you to gather the most data to compare and find patterns in.
Be careful with the content planning though, you wouldn’t want to release too much content in a small amount of time for the sake of research since it might overwhelm your audience and it can lead to skewing the data further and for them to actually unfollow your page.
Of course, this is just one level in digging through the data. If you want a deeper dive into what is happening in your page and understanding when is the best time to post for your brand, contact me to discuss how we can work together and improve your brand awareness.