Based on my observations of how most businesses are currently approaching the process of incorporating social media into their marketing plans, I can see that they do not truly understand all of the components of social media. They get that social means building relationships and that media is the form of communication that they are using to build these relationships. But this is not a deep enough understanding on which to base the marketing success of any product or service. There is so much more to be considered, because social media is dynamic, nuanced, and richly layered. To fully understand and be able to utilize social media effectively, marketers need to obtain a thorough understanding of all its components. Without this knowledge they will only be sending out messages which will not have the ability to achieve their desired impact. These are the companies that have a Facebook page and run impressive campaigns to get people to "like" them. They think they are now using social media because they have so many followers and post something on their Facebook page every so often.
Culturally humans have always been this way and this will probably not change.
But are their messages hitting the mark and motivating their intended audience to take a specified action? Without incorporating the additional components of social media, these efforts are all unfortunately doomed to failure. To be most effective in social media, it is helpful to think of its components as forming a cube, with social and media as two of the sides. The additional sides of this cube are object and timing. In modern society, we choose to have our objects define us. In other words, objects such as cars, houses, iPads, etc. define who we are as much as our actions do. Debra Kaye an award winning innovation expert. Culturally humans have always been this way and this will probably not change. This is why we don't see people with only one technology object, such as just one smart phone. We like having more than one depending on where we are, what we are doing, what we are representing, or who we may be trying to impress at the moment. Marketers that don't consider the delivery system, the object, of social media don't fully understand the cultural impact of their message, or how it is used and absorbed.
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For example, text messages are viewed in a very different way than emails. Consumers have accorded an emotional meaning and reciprocity to text messaging that email simply doesn't have. A company that uses text messaging without a deep understanding of this medium could actually alienate the very audience it is trying to most engage. The fourth side of the social media components cube is timing. This is very important because humans act differently and respond differently depending on timing. They are open to receiving messages in different ways at different times of the day. They may want to have shorter, action-based messages during the work day, but could be more open to educational elements at night or over the weekend. Of course, the foundation of the cube is the type of message being transmitted. Is it a sales message, an informational piece, a call to action, or an introduction? Capping everything off is the human component, which is always part of any equation.
Latest Social Media Websites
This doesn't just rely on the typical trends of marketing demographics but goes back to our deeper needs to matter and be part of a tribe. Together these components - the social relationship, the media used for communication, the technology object, timing, the type of message and the human component - form a viable, strong structure. If one is omitted, the whole thing falls apart. A lack of understanding of this multi-dimensional perspective is why standard marketing and segmentation programs just don't work any longer. It may seem hard to believe because it feels so pervasive, but social media right now is still in its infancy as a communications tool. Businesses have not had sufficient time or experience to pull apart its components and fully assimilate them. We are at a point where many people that are passing themselves off as social media experts have not yet gone this in-depth to develop their understanding of social media, perhaps because they lack a culture perspective. They are trying to fit old marketing theories into a new communications mechanism without understanding the symbolic and anthropological meanings behind the changes which are so rapidly taking place. Social media is definitely a powerful force in the online world but most organizations today have not yet studied the object, time and space sufficiently. Most businesses don't succeed in social marketing now because they don't understand all of these components; this cube model which I am developing.
Social media is always evolving, and users’ behavior changes with it. One fact that doesn’t change is that all social platforms move fast, with a constant stream of content vying for attention. You want to get the most eyes possible on your content and maximize engagement by knowing the best times to post on social networks. It’s not enough to guess when users might log in to a given network, or when audiences in your niche are hungriest for the latest information. Now that more and more brands from all kinds of industries realize the value of connecting with their audiences on social networks, it’s important to understand how your audience uses social platforms and what they want out of your content. An ecommerce brand may see social engagement follow daily and seasonal patterns of shopping engagement, while a corporate thought leadership account may see plenty of clicks at the start of the workday when readers are looking for inspiration.
In order to get granular and find out the best times to publish on social media for four social media networks, we worked closely with Sprout’s data science team to pull this information based on our customers. The data below shows when our 25,000-plus Sprout customers were engaged the most (and least) across major networks and broken down by industry. Disclaimer: Data from Sprout Social include users from various plan types, industries and locations. All time frames are recorded in Central Time Zone (CST). Number of engagements represents total engagements a brand received on the specific channel during that hour time frame. Industry-specific data includes mid- to high-level engagement times. Facebook has over two billion active users, making it the most populated platform by far. This huge audience means there’s a major opportunity for organic engagement on Facebook, if you keep in mind the current Facebook algorithm. The changes in the algorithm in the last couple of years have emphasized friends, family and meaningful connection, so content that drives genuine engagement is your best bet.
Wednesday is the best day to post on Facebook.
In addition to a content strategy that connects meaningfully with your audience, you’ll best meet this need for engagement by posting at the times when users are most active on the network. The best times to post to Facebook are Wednesday at 11 a.m. Wednesday is the best day to post on Facebook. The safest times to post are weekdays from 9 a.m.-3 p.m. Sunday has the least amount of engagement for Facebook during the week. Early mornings and evenings, before 7 a.m. 5 p.m. have the least amount of engagement per day. As you’ll see with other social networks, mid-week is the peak period on Facebook. The middle of each weekday, from morning to mid-afternoon, are safe times to post, meaning engagement remains consistent throughout these blocks of time. While people frequently check in throughout the middle of the day to see what’s going on, the peak times are around lunch breaks. When people have more time to scroll through their Facebook feeds and dig into interesting posts, engagement rises correspondingly.
On the other hand, late night and early evening along with weekend days bring in relatively low engagement. While people may check in or post a few updates from weekend activities in the middle of the day on Saturday, these times aren’t your best bet for reaching audiences. Whether you’re promoting an online shopping experience or driving audiences to brick-and-mortar retail, Facebook plays a key part in your social strategy. Disclaimer: Industry specific heat maps are more concentrated to show medium- and high-level engagement. The best times for consumer goods brands to post to Facebook are Wednesday at 1 p.m. Friday at 11 a.m. Other high engagement times include Wednesday from 1-3 p.m, Friday from 10-11 a.m. Thursday at 5 p.m. The safest times to post are weekdays from 10 a.m.-5 p.m. The lowest engagement is on Sunday and every day from 10 p.m.-4 a.m. Social is a crowded space for media companies vying for attention, and the Facebook algorithm can make it especially difficult to find a place on users’ feeds. The best times for media companies to post on Facebook are Tuesday at 5 p.m.
Thursday at 5 p.m.
Friday from 8-9 a.m. Other top times include Wednesday from 8-9 a.m., Wednesday at 5 p.m. Thursday at 5 p.m. The lowest engagement is on Sunday and every day from 10 p.m.-3 a.m. Facebook can be a great source of information for education institutions. Compared to other industries, mornings and nights offer stronger opportunities for schools’ social media content to get seen, as well as some spikes in activity on the weekend. The best times for schools to post on Facebook are Wednesday at 9 a.m. Saturday at 5 p.m. It’s safest to post Monday through Friday from 9 a.m-3 p.m, with the most engagement occurring between 9 a.m.-12 p.m. Sunday has the least engagement, and the lowest engagement times for schools are every day from 11 p.m.-5 a.m. Facebook is a great place to highlight a nonprofit’s mission with longer form posts and discussions, as well as drawing attention to upcoming events.
Social audiences increasingly expect healthcare practices to have a social presence.
We found that nonprofits on Facebook frequently see the most engagement during weekday mornings. The best time for nonprofits to post on Facebook is Wednesday at 8-9 a.m. Other high engagement times include Thursday at 10 a.m. The safest times to post are Monday through Friday, 8 a.m. Saturday and Sunday show the least engagement per day, and the lowest engagement times are 10 p.m.-5 a.m. Even with challenges in gaining organic engagement, Facebook is still an essential part of tech companies’ social strategy. The best time for tech companies to post to Facebook is Wednesday at 10 a.m. Wednesday from 9 a.m.-12 p.m. The safest times to post are Monday through Friday 8 a.m.-2 p.m. The least engagement is seen on Sunday and every day from 6 p.m-4 a.m. Social audiences increasingly expect healthcare practices to have a social presence. Facebook is a great place to highlight your local practice and provide essential info to current and prospective patients.
The best time for healthcare practices to post on Facebook is Wednesday at 9-10 a.m. The safest times to post are Monday through Friday, from 9 a.m.-3 or 4 p.m. Times to avoid are Saturday and Sunday, which have minimal engagement, and every day from 9 p.m.-4 a.m. Having recently grown to one billion monthly active users, and a median 1.60% engagement rate per post, Instagram is definitely on the rise in the social space. The network has also debuted a number of new features recently, expanding the options for how users can interact with posts on this visual-first platform. Similar to Facebook’s 2018 focus on a more authentic and personal-feeling social experience, the Instagram algorithm in 2019 prioritizes certain posts algorithmically in a user’s feed, marking a change from the previous reverse chronological order. In addition to the main feed, Stories has grown significantly since its 2016 launch, and 2018 also brought the debut of Instagram TV. Taken together, all of these options let brands create engaging video content of both micro-length and long-form templates.
The best times to post on Instagram are Wednesday at 11 a.m. Friday at 10-11 a.m. The safest times to post are Tuesday through Friday, 10 a.m-3 p.m. The least amount of engagement occurs during late night and early morning from 11 p.m.-3 a.m. While Instagram engagement peaks mid-day and mid-week, similar to the other major social networks, there are a few opportune windows found in the evening and morning during the middle of the week. While there is a bit of increased engagement around midday on Saturday, weekends aren’t your best bet for getting eyes on your posts. Over the past year, Instagram has cemented its role as a top network for shopping. This means that any retail or shopping business can’t afford to ignore the platform. The best time for consumer brands on Instagram is Wednesday at 3 p.m. The safest times to post are Monday through Friday, 11 a.m.-5 p.m.
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Another higher engagement time period occurs on Saturday around 10 a.m. Sunday has the least engagement, as well as every day from 11 p.m-3 a.m. As Instagram expands its video offerings, it’s becoming a unique channel for media companies to highlight their best visual content. The best time for media companies to post on Instagram is Friday at 9 a.m. The safest times to post are Wednesday through Friday from 8 a.m-4 p.m. There’s also a period of higher engagement that lasts all the way through Thursday night into Friday morning. It’s lower than the highest peak times, but it could be a unique time to capture audiences that aren’t active in other industries’ niches. Saturday and Sunday have the least engagement for media companies on Instagram. For colleges and schools, Instagram is a great opportunity to build your visual identity and highlight on-campus experiences. Engagement patterns trend a bit later in the day for education as the student-heavy audience starts getting on their phones in the later afternoon. The best time to post on Instagram for schools is Friday at 10 a.m. Other high engagement times include Wednesday at 11 a.m., Friday from 11 a.m.-12 p.m.
2 p.m., and Saturday at 6 p.m. The safest times to post are Wednesday through Saturday at 10 a.m.-8 p.m. The least engagement for schools is on Sunday and every day from 11 p.m-5 a.m. Instagram is the perfect complement to the rest of your nonprofit’s social strategy. If you’ve promoted an event ahead of time on Facebook, follow up on Instagram to show off photos from the event and start building your brand’s visual identity. The best time for nonprofits to post to Instagram is Wednesday at 2 p.m. Other high engagement times include Monday from 2-3 p.m., Tuesday from 1-3 p.m. Saturday from 1-2 p.m. The safest times to post are Monday through Friday, 10 a.m.-4 p.m. Sunday gets the least engagement, as well as every day from 11 p.m.-5 a.m. Trends for the tech industry vary somewhat from the global peak times on Instagram, with audiences tuning into their feeds for bursts of activity earlier in the day. The best time for tech companies to post on Instagram is Wednesday at 6 a.m.
The least engagement on Instagram for tech happened on Sunday.
Other times that get significant engagement include Wednesday from 10-11 a.m., Friday from 7-10 a.m., and Saturday from 7-11 a.m. There’s also fairly high opportunity for engagement on Tuesday at 10 p.m., and both Wednesday and Friday mornings show more engagement than other industries at these early hours. The least engagement on Instagram for tech happened on Sunday. It’s clear from our findings that Instagram still isn’t a priority for many healthcare practices. However, considering the high engagement it drives for many other industries, it’s clear that audiences, including prospective patients, are on the platform. The best time for healthcare practices to post on Instagram is Tuesday at 8 a.m. The safest time to post is Tuesday from 7 a.m.-4 p.m. The lowest engagement times are evening and overnight every day from 6 p.m.-6 a.m. Twitter presents a huge opportunity for brands to connect directly with audiences and manage customer care. This means timeliness is key on Twitter.
While the social network selectively highlights some activity out of chronological sequence based on user interests, most people are still scrolling through to catch up on the latest posts and musings from their group of followed accounts. Posting at off-peak hours could and cause you to miss out on a lot of your potential engagement. With 500 million tweets sent per day, Twitter provides a goldmine of social opinions and conversation that can inform your brand strategy. The best times to post on Twitter are Wednesday at 9 a.m. Friday at 9 a.m. Tuesday and Wednesday are the best days to post on Twitter. The safest times to post are Monday through Friday from 8 a.m.-4 p.m. Saturday gets the least engagement. Times to avoid that get the lowest engagement are every day from 10 p.m-4 a.m. Twitter heats up a bit earlier in the morning, probably as audiences are starting to go about their day and take a moment to catch up on and digest the biggest news and updates from their areas of interest.
Topic title: Cracking The What Does Social Media Code
Topic covered: best social media sites for marketing, list of popular social networking sites, new social sites, on social media, social networking and marketing
