Social Media Updates - How to Publish them Effectively
10th Aug. 2015
Building an effective social media strategy is vital for businesses, but what many don’t realise is that the day of the week - and even time of the day - that updates are published can have a significant impact on the success of a post. Trends have been identified which show that user engagement is typically higher for content that is posted during specific time periods, and lower at other times. So just what is the best way to publish your content effectively? Research by payroll software provider Sure Payroll demonstrates how, when it comes to social media, timing is everything.
As one of the most ‘social’ of the main social networks, engagement with Facebook updates during working hours is typically low. However, weekdays between 1pm and 4pm is considered to be the best posting time for businesses, when that mid-afternoon slump hits and workers take a quick 5 minute break to browse the web. Peak time is claimed to be 3pm on Wednesdays - ‘hump day’.
Twitter is often viewed as a premier news source, which means it tends to be active throughout the day. It’s often kept in the background during working hours, and browsed periodically, usually between 9am and 3pm, with lunchtime being particularly busy. The worst time for Twitter? After working hours, when UK news tends to slow down and workers clock out of the office.
With LinkedIn becoming a vital resource for those searching for new jobs, it’s easy to see why engagement during typical working hours is quite low. The best time to publish updates on LinkedIn is reported to be between 5pm and 6pm on weekdays, when workers are the most likely to be thinking about their career progression and new opportunities. Weekend posts tend to die quickly.
Lazy Sunday mornings, a large cup of coffee and Pinterest. Pinterest is a social network for hobbies, perfectly suited to browsing in spare time, which is why engagement with Pinterest posts tends to be higher at the weekends. Posting on Friday evenings, Saturday mornings, and Sundays can help boost visibility of social media updates through Pinterest. Workday posts tend to struggle more.
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