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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.

61 comments
friendsofsocial
friendsofsocial

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

mangelet
mangelet

@Steveology @ginidietrich don't think. Test.

Projectevekim
Projectevekim

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. 

KamaTimbrell
KamaTimbrell

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.

richardbosworth
richardbosworth

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

Thanks

Richard

chillygal
chillygal

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

annedreshfield
annedreshfield

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!

webby2001
webby2001

@seanmcginnis @ginidietrich Actually, that isn't bad--it's at least a focused category and audience, and not some kind of "universal law."

Sean McGinnis
Sean McGinnis

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!

richescorner
richescorner

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.

margaret14
margaret14

 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.

TheJackB
TheJackB

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.

dmbrown111
dmbrown111

Always a pleasure Sunshine ;0) @laurajdaley @ginidietrich

John_Trader1
John_Trader1

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.

 

I know the focus of the study wasn't on ROI but I would have liked to see how the clothing retailers were able to parlay these strategies into increases to their bottom lines. 

T60Productions
T60Productions

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

RebeccaTodd
RebeccaTodd

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.

lauraclick
lauraclick

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 of tools that can help you schedule your stuff to hit at the times when people might actually be listening.

Trackbacks

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  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 […]

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