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Gini Dietrich

Social Media Campaigns Don’t Match When Consumers Are Online

By: Gini Dietrich | June 28, 2012 | 
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Ever wonder how much content you should be producing? What about how many times you should be posting to the social networks?

I was just asked this question during a speaking engagement yesterday, “How many times should I be posting to Facebook every day?”

According to the Engagement and Interaction White Paper, where they analyzed the top 20,000 Facebook fan pages, the answer is: A minimum of four times each day.

And now there’s a new study out from YesMail, which looked at the social networks of 20 popular clothing retailers in order to discover how email boosts social engagement, what times of day and week are most effective, and how to standardize some of your engagement in order to succeed. 

It found a few interesting things:

  • Marketers are deploying their Facebook campaigns the wrong time of day. According to the study, the Facebook campaigns of the brands it studied reached the highest level of interaction between 10 p.m. and 12 a.m. ET, yet the timeslot was the least used by marketers. We attended a client’s Twitter chat a couple of months ago, which was from 9-11 p.m. ET and it was highly attended and very engaged. Why? Kids have gone to bed and parents get on their computers for one last push before calling it a night.
  • More than 84 percent of Twitter campaigns occurred within regular work hours of 9 a.m. to 7 p.m. ET, even though 5 a.m. to 8 a.m. ET is the timeframe with the highest level of customer engagement. I find this in my own engagement. Most of our blog commenters are here between 6-10 a.m. ET, again at noon, and then they drop off significantly.
  • Marketers ignore more than half of the day when it comes to running YouTube campaigns.
  • Just three percent of emails were sent after 6 p.m. EST, which YesMail notes is a “fairly consistently used timeslot for social campaigns.”
  • The most interaction on YouTube occurs on Monday, but Mondays are right now the least used weekdays for campaign deployment.

Of course, this isn’t the end all, be all of studies. They only evaluated 20 brands during a three month process, but (based on our own experience), I have to agree with their findings. It’s why  I almost always publish blog posts by 7 a.m. ET (except today because I’m extraordinarily tired).

You can get a copy of the study here.

Do you find the same…or different?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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  1. […] many times per day should you post on Facebook and at what […]

  2. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]

  3. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]

  4. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]

  5. […] reciente estudio de Yesmail sobre 20 marcas populares revelaron que las campañas desplegadas entre las 22h y las […]

  6. […] Un reciente estudio de Yesmail sobre 20 marcas populares revelaron que las campañas desplegadas entre las 22h y las 12h del día siguiente producían los mejores resultados. Sin embargo, este intervalo de tiempo fue el menos utilizado para la implementación. […]

  7. […] ha realizado un estudio entre 20 empresas diferentes  http://spinsucks.com/social-media/social-media-campaigns-dont-match-when-consumers-are-online/ con las campañas más populares de las […]

  8. […] a recent study by Yesmail, and also Buddy Media it was revealed that “campaigns deployed between 10 pm-12 am ET were an […]

  9. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]

  10. […] reciente estudio de Yesmail sobre 20 marcas populares revelaron que las campañas desplegadas entre las 22h y las […]

  11. […] Ad esempio provate, per almeno una settimana, a pubblicare i vostri messaggi (video/foto) tra le 04:00 e le 07:00 oppure tra le 22:00 e le 12:00 del giorno dopo. Provate anche nei fine settimana e poi annotatene i risultati. Utilizzate programmi di tracciamento delle visite come Google Analytics. Uno studio effettuato da Yesmail su 20 marche, ha dimostrato che la fascia oraria 22:00/12:00 si è dimostrata una fonte inestimabile di guadagni in termini di engagement. Inizialmente il loro impegno era per la fascia oraria 11:00/13:00, che dai test ha dimostrato di produrre il 30% in meno di contatti.Potete approfondire questa ricerca qui: Social Media Campaigns Don’t Match When Consumers Are Online. […]

  12. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]

  13. […] es “no”, sin duda alguna deberías intentarlo pronto. De acuerdo a un reciente estudio realizado por Yesmail, las publicaciones de páginas de distintas marcas hechas entre las 10:00 pm y la media noche […]

  14. | Virtualeco says:

    […] alle 23:00 è possibile generare su Twitter delle situazioni di micro blogging molto coinvolgenti (qui una piccola […]

  15. […] メールマーケティング会社のYesmailが公表した20の人気ブランドを対象とした調査結果ではキャンペーンを展開するのには22~0時(東部標準時)がエンゲージメントを高めるのに最高の時間帯だということがわかっています。 しかしながら、この時間帯にキャンペーンを展開するケースは少ないようで、1日のなかでキャンペーンを展開するのに最も人気のある時間は11~13時(東部標準時)の間だそうです。でもエンゲージメント高い順では、この時間帯が下位30%に入ってしまっています。 […]

  16. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]

  17. […] infographic or blog post that has all the stats on the best time of day to post on Facebook, but a study done by Yesmail stated that “campaigns deployed between 10 pm-12 am ET were an engagement […]

  18. […] recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were […]