At a webinar today on “The Science of Social Timing” with Jay Baer and Eric Boggs, the two speakers shared data showing that both B2B and B2C companies are still posting content to social media sites, like Facebook and Twitter, when they’re at work, rather than focusing on the customer’s schedule. They also pointed out an important opportunity that most companies are missing.
Baer, social media consultant at Convince and Convert, presented several hypotheses, and Boggs’s Argyle Social crunched the data from 250,000 posts (two-thirds of which were from Twitter, one-third from Facebook), examining the highest engagement times on these social networks.
Often we want research to generate “oh wow!” results, but findings, like Argyle Social’s in this study, which show that engagement levels remain steady Monday through Friday, can be just as valuable to your business. A key discovery, that Baer highlights in a follow-up blog post, is that “there may be a large opportunity for B2C marketers on Facebook on Sundays.”
“We found that few companies publish status updates on Sunday, yet engagement (clicks divided by audience) is 30% higher than Saturday, and even higher than versus weekdays.”
Baer and Boggs believe Sunday posts to Facebook are a big, overlooked opportunity because the audiences for both B2B and B2C companies tend to drop off Twitter as the end of the week approaches and ramp up their use of Facebook to plan weekend activities. Even if you schedule Sunday Facebook posts in advance, Baer believes there is a strong chance for greater engagement.
Note that they are using clicks to determine engagement, not retweets, likes, comments or conversions.
The bottom line? Baer (@jaybaer) and Boggs (@ericboggs) recommended that brands and companies should beware of social media “rules of thumb” because every business is different. They encourage devising your own hypotheses (i.e., what’s meaningful for your business, your customers) and running your own experiment (rather than using historical data to justify a conclusion) to determine the best times for engagement with your audiences.