Over the past several weeks we've been following various brands (local, regional and national) and surprised at the vast number of businesses that are posting to social media channels ONLY during the work day. Weekends? Crickets.
It's like their Social Media Ninjas are saying, "Hey, we work eight to five Monday through Friday. If you wanna follow our brand engagement do so on our time."
Do they know something we don't or are they just doing what they get paid for?
So we did some digging around to learn who is connecting with social media channels and when. Some interesting consumer trends:
- Nearly half (47%) of smartphone users visit social media networks every day (Nielson);
- Want Re-Tweets? Best time to Tweet is 5PM EST (KissMetrics);
- Best days to Tweet - Midweek and Weekends (KissMetrics)
- Facebook Shares - Best day is Saturday followed by Sunday (KissMetrics);
And, not every social media channel is the same. For example posting on Pinterest outside of noon and the weekends isn't advised, "Pinterest is for daydreaming" says Fast Company.
Instagram users ages 18 - 29 make up 53% of all users and 49% of them use the channel daily (Pew Research Center)
LinkedIn users abandon the channel on the weekends and you'll get crickets between 10PM and 6AM (Fast Company).
We could go on and on but the POINT is that if your brand is failing to engage your consumer base when they are using social media...your brand...fails. It all goes back to the central point of social media and using it correctly...wait for it: You need to know your consumer; where they are, what they want and how to engage. Oh, and HOW do you know where your prime demographic is...without spending tons on market research.
Finally, with all the social media tools available to you there is no reason why you can't match your engagement with consumers on...their time.
Us? Here is our advertising agency website, you can follow us on Twitter @InsightADV and Facebook? Sure. Also we are the fuel that powers Insight on Business the News Hour. (Here is our searchable/mobile friendly Podcast Page or you can download the business interviews from iTunes. Nifty huh?