Gini Dietrich

Social Media Campaigns Don’t Match When Consumers Are Online

By: Gini Dietrich | June 28, 2012 | 
84

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.

Spin Sucks in Your Inbox

Leave a Reply

84 Comments on "Social Media Campaigns Don’t Match When Consumers Are Online"

avatar

Sort by:   newest | oldest
lauraclick
3 years 10 months ago
This totally meshes with what I see. My blog traffic is always highest in the morning – my posts go live between 6-7 a.m. That’s when I do all of my reading and commenting too. It makes sense to me.   And, I’ve seen other studies about posting times on Facebook. That’s when I see most activity too – late at night. If I’m ever hopping on during the day for work, that’s when I see all of the marketing messages – not the posts from friends. It makes sense to me. Why are people missing this? There are plenty… Read more »
ginidietrich
3 years 10 months ago

 @lauraclick I have nothing to base this on except opinion, but I think people are so desperate to have the elusive work/life balance, that they forget the web lives on all day and all night and, sometimes, work doesn’t end when you shut down your computer. Think about some of the major social media crises we’ve seen (Motrin Moms, anyone?). When do they happen? Not between 9 and 5.

KenMueller
3 years 10 months ago

 @ginidietrich @lauraclick Agreed. Just because we work 9 to 5 doesn’t mean our customers engage that way. I know a number of folks who only use social media on weekends (though that number is shrinking). Looking forward to reading this study.

ginidietrich
3 years 10 months ago

 @KenMueller  @lauraclick I’m much more active on the social networks on the weekends. It’s also when I get caught up with Words with Friends (cough, beating Ken, cough).

KenMueller
3 years 10 months ago

 @ginidietrich  @lauraclick Well I can’t beat you if you never take your turn! (cough, bite me, cough)

lauraclick
3 years 10 months ago

 @KenMueller  @ginidietrich Ha! Now I must challenge you both! I often play on weekends…or it’s my guilty pleasure/break while I stand at my kitchen counter and scarf down lunch!

KenMueller
3 years 10 months ago

 @lauraclick  @ginidietrich bring it!

jasonkonopinski
3 years 10 months ago

 @KenMueller  @lauraclick  @ginidietrich WWF? IN. 

RebeccaTodd
3 years 10 months ago

A quick look at this and I would agree. I post my client facebook and twitter updates at 9 pm daily and find that this has the most response.  I did an informal poll of their customers, and they all said that time was when they checked their various sites.  Just like you said, dinner is done, kids are in bed, time to plan for the next day. I am also very tired today…my beagle Madison has been doing the Jack Bauer thing and prancing around at 5:45 every day…ugh.

ginidietrich
3 years 10 months ago

 @RebeccaTodd What the heck? I wonder if it’s because the sun is coming up so much earlier? It’s the only thing I can point to.

RebeccaTodd
3 years 10 months ago

 @ginidietrich Could be. I also find it is getting worse as she ages. The boy will sleep forever still but he’s young. Will ask my dog whisperer for tips!

ginidietrich
3 years 10 months ago

 @RebeccaTodd Do…and let me know what you find out!

GrizzardComm
GrizzardComm
3 years 10 months ago

YouTube Monday results are interesting. RT @ginidietrich Social Media Campaigns Don’t Match When Consumers Are Online http://t.co/y2NGvbOM

T60Productions
3 years 10 months ago

Super interesting!  Thanks for sharing that one Gini.  Never would have thought to post in the evening, but it makes a lot of sense!
 
–Tony Gnau

ginidietrich
3 years 10 months ago

 @T60Productions I test out different time periods and evening is always when we have most engagement. Always.

John_Trader1
John_Trader1
3 years 10 months ago
This might be an obvious point but it’s important to assess the habits of your own vertical and niche social community first before making a blanket adoption to the recommendations in this study. Since this was a study of clothing retailers, that might be a great benchmark for B2C but what about B2B? It might not be safe to assume that the same results would apply if your focus is B2B. I guess what I’m saying is take the study recommendations with a grain of salt and properly define the tastes of your community before rushing to adopt the recommendations.… Read more »
ginidietrich
3 years 10 months ago

 @John_Trader1 Yes, I agree with you. But we do mostly B2B work and we’ve found the same. It’s not really about the work you do, but about when people are on the social networks. Most people are on first thing in the morning, at lunchtime, right before they go home, and then again after dinner. That’s not indicative of industry…it’s indicative of people.

John_Trader1
John_Trader1
3 years 10 months ago

 @ginidietrich That’s comforting to know as I deal largely with B2B rather than B2C. I would add that this is probably true for businesses that deal with North American customers, but I have found different results across other continents and cultures so I would say its indicative of USA culture, but maybe not global culture. Even more important that you know your community and where they are.

ginidietrich
3 years 10 months ago

 @John_Trader1 Now that I agree with…it’s definitely only US-based. After all, we don’t siesta in the middle of the day. 🙂

John_Trader1
John_Trader1
3 years 10 months ago

 @ginidietrich There is a reason that other advanced cultures are so less stressed than us. Wine at lunch at siestas in afternoon in U.S. would be a good start, wouldn’t it?

ginidietrich
3 years 10 months ago

 @John_Trader1 I think so!

dmbrown111
dmbrown111
3 years 10 months ago

Always a pleasure Sunshine ;0)
@laurajdaley @ginidietrich

TheJackB
3 years 10 months ago

It varies for me. I see a burst of activity in the very early morning (3-4 AM PST) and then relatively steady throughout the day.
 
But I also see a burst later in the evening that runs from about 8:30 -12 PST. If I picked it apart I bet that I would find a chunk of East Coasters who are night owls alongside my fellow West Coasters.
 
And none of this takes into account the international readers who show up at all different hours.

ginidietrich
3 years 10 months ago

 @TheJackB Where you see the bursts mirrors the study – 5-8 a.m. ET is 2-5 a.m. your time. Super early. 

Sandi Amorim
3 years 10 months ago

 @ginidietrich I’d have to agree with @TheJackB (also on the west coast). I read something recently that suggested scheduling for ET readers. Is that something you agree with Gini? 

ginidietrich
3 years 10 months ago

 @Sandi Amorim  @TheJackB Yeah…unfortunately I think the world revolves around the east coast. Do you have to vary your work hours to accomodate those on the east coast?

Sandi Amorim
3 years 10 months ago

 @ginidietrich  Yes, my first client calls are now usually 6-7am to accomodate eastern and european time zones. Works because I tend to be an earlybird anyway! But flipside is I’m fried and can’t coach beyond early afternoon, so that’s when I do more writing and biz stuff! 

ginidietrich
3 years 10 months ago

 @Sandi Amorim I always work that early, too, mostly because I’m a better writer before noon. But I envy that you can write after all your client calls. I’d be curled up in the fetal position, sucking my thumb.

Sandi Amorim
3 years 10 months ago

 @ginidietrich Umm, yeah…that would account for some inconsistencies in my blog schedule 😉

ginidietrich
3 years 10 months ago

 @Sandi Amorim Ha!

TheJackB
3 years 10 months ago

 @ginidietrich Yes, it is super early but I see continual activity that begins with the east coast people and covers the west coast too.
 
I have also noticed that the open rate on my newsletter is better when I send it a bit later than first thing.
 
I suspect that is because it doesn’t get lost in the “pile.”

margaret14
3 years 10 months ago

 I guess what I’m saying is take the study recommendations with a grain of salt and properly define the tastes of your community before rushing to adopt the recommendations.

ginidietrich
3 years 10 months ago

 @margaret14 Totally agree…that’s why I was pretty clear about how small the study is and how to use it in a combination with what your own experience shows.

richescorner
3 years 10 months ago

I’ve been thinking on this timing issue as well and trying to publish my post at times right before I generally get high activity on my blog. I find that I see more visitors in the morning hours before work and then right at the noon hour. I suspect this may be working people who are surfing the web in their off hours.

ginidietrich
3 years 10 months ago

 @richescorner That’s what I see too…and it tends to drop off pretty significantly after lunchtime.

Sean McGinnis
3 years 10 months ago

The proper answer to the question suggested by this title is – wait for it – it depends!
 
And it depends well beyond niche or vertical. It depends on YOUR business, your style, your network, your community. That’s why I despise all these studies that purport to have answers to this question.
 
Businesses must TEST this stuff within their own systems. Test, test, test, Then you’ll KNOW what the best time and frequency of posting is FOR YOUR BUSINESS!

ginidietrich
3 years 10 months ago

 @Sean McGinnis I don’t totally agree. I don’t think it has so much to do with your vertical or niche as much as it has to do with when people are using the social networks. We do a ton of B2B work and find our most engaged conversations (for clients) are after dinner (which mirrors this study). That’s not the niche or vertical…that’s people. 

prosperitygal
3 years 10 months ago

 @ginidietrich Which is why I picked 9pm ET for #Speakchat

webby2001
webby2001
3 years 10 months ago

@seanmcginnis @ginidietrich Actually, that isn’t bad–it’s at least a focused category and audience, and not some kind of “universal law.”

ginidietrich
ginidietrich
3 years 10 months ago

@TorontoLouise Waving hi!

TorontoLouise
TorontoLouise
3 years 10 months ago

@ginidietrich hi to you. Looking forward to seeing you in T.O soon

ginidietrich
ginidietrich
3 years 10 months ago

@TorontoLouise Just a few more weeks!

annedreshfield
3 years 10 months ago

Wow, these numbers are pretty impressive. It’s easy to forget that even though we’re utilizing social networks for business, those social networks are…social! People are most likely to be on them before or after work (or maybe on lunch break), particularly if their company is strict about using social networks during business hours. I suppose there might be some fluctuation based on your specific audience (maybe your audience is kids, so you work around school hours, or workers who are on the night shift, etc., etc.), but in the end, humans are humans. We’ve been conditioned to the 9-5 day!

TheJackB
3 years 10 months ago

 @annedreshfield I only wish the 9-5 day still existed.

ginidietrich
3 years 10 months ago

 @TheJackB  @annedreshfield Especially in the online world, the 9-5 does not exist. But, really, it’s fun to be on the social networks so it’s not considered work if your’e doing things on the weekends and at night.

Amy Peveto
3 years 10 months ago
 @ginidietrich I must disagree, at least a little, on this point. Study after study shows that Americans are working longer hours than ever, and that it’s affecting stress levels and illnesses. Yes, social media and marketing can be fun, but at what point do we need to start worrying about always being “on”? I don’t want to hold a webinar at 9pm, because that’s when I’m at home with my family. And it’s great if lots of people are commenting on my posts at 5:00am — but does that mean I have to be awake to respond? People are impatient on social media,… Read more »
ginidietrich
3 years 10 months ago

 @Amy Peveto I totally agree with that…completely. My only point is that we check our social networks at nights and on weekends, for our personal use. I know I’m more active on weekends than during the week. For this focus group of one, it’d be a really good time to get my attention because you’re not competing with my employees and clients.

chillygal
chillygal
3 years 10 months ago

@ginidietrich Nothing more frustrating in these times when you want a response & have to wait. Some cos have 24 hr response which is great!

ginidietrich
ginidietrich
3 years 10 months ago

@chillygal Even 24 hours can be a long time in today’s digital world

chillygal
chillygal
3 years 10 months ago

@ginidietrich That’s another life time. @AlaskaAir has 2 on FT Twitter & has GREAT customer response!

richardbosworth
3 years 10 months ago

Gini, It makes sense so I’m going to give it a go and see what happens when I try different times.
Thanks
Richard

ginidietrich
3 years 10 months ago

 @richardbosworth I”ll be curious to hear what you find!

KamaTimbrell
KamaTimbrell
3 years 10 months ago

I’m surprised that a “minimum of four times a day” was found to be optimal, if only because personally, if I’m seeing four posts from a brand I’ve liked on FB, I’m probably going to hide or unlike the brand. That’s just too much for me. And I didn’t think I was unusual in that regard.

ginidietrich
3 years 10 months ago

 @KamaTimbrell But here’s the deal…unless you’re on Facebook all day long and are constantly looking at your stream, you wouldn’t see all of the updates. You’d likely only see one. 

KamaTimbrell
KamaTimbrell
3 years 10 months ago

 @ginidietrich There’s one  company I liked, and I do see all their updates. Multiple updates, each day. Of the type that are “click like if put your pants on one leg at a time!” Same thing with another company that I keep an eye on for professional purposes. And that’s the only reason I haven’t hidden its posts.

ginidietrich
3 years 10 months ago

 @KamaTimbrell LOL!! If you were a tree, what kind would you be?

KamaTimbrell
KamaTimbrell
3 years 10 months ago

 @ginidietrich Hmmm…that requires knowing more than two species of trees (Maple & white birch). Whatever tree is occasionally crumudgeonly. 🙂

ginidietrich
3 years 10 months ago

 @KamaTimbrell Um, Christmas trees! I would say white birch is occasionally curmudgeonly. And very pretty!

Projectevekim
Projectevekim
3 years 10 months ago

This is so interesting largely because it contradicts of some of the social media tools we’ve been using that offer advice about when to post updates/tweets/etc to reach the largest audience. But it does seem to make a lot of sense…at least in terms of the kids going to sleep thing. 

mangelet
mangelet
3 years 10 months ago

@Steveology @ginidietrich don’t think. Test.

friendsofsocial
friendsofsocial
3 years 10 months ago

@dramaiya1 Thanks for sharing, Danielle! Catch you soon.

trackback

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

trackback

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

trackback

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

trackback

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

trackback

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

trackback

[…] 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. […]

trackback

[…] 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 […]

trackback

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

trackback

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

trackback

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

trackback
[…] 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… Read more »
trackback

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

trackback

[…] 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 […]

trackback
3 years 7 months ago

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

trackback

[…] 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。 […]

trackback

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

trackback

[…] 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 […]

trackback

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

Juliwilson789
Juliwilson789
1 year 14 days ago

Hello, i
am glad to read the whole content of this blog and am very excited and happy
to say that the webmaster has done a very good job here to put all the
information content and information at one place. http://www.resourcesworkforce.com

emmahardy
emmahardy
1 year 5 days ago

I am so filled with
joy I had the luck to make a discovery of this excellent website. It is
uncommon to see blog owners who have the aptitude to discuss problems as
honestly as you my friend. Useful info calls for yet another visit to your
blog!
http://www.betterathomedc.org

lorenjett
lorenjett
11 months 12 days ago

The actualCheap wow
gold banter backwards and forwards don’t seem to be very well as I hoped.
Rick eventually left me my personal open positions, I merely got tense and
had difficulties creating normalBuy rs gold appearing tendencies
http://www.wasillaweddings.com

philipshaun
philipshaun
11 months 8 days ago

I really
enjoy simply reading all of your weblogs. Simply wanted to inform you that
you have people like me who appreciate your work. Definitely a great post
http://www.azheartcare.com

philipshaun
philipshaun
11 months 8 days ago

I really
enjoy simply reading all of your weblogs. Simply wanted to inform you that
you have people like me who appreciate your work. Definitely a great post
http://www.azheartcare.com

wpDiscuz
[postmatic_subscribe_widget]