To Optimize Social Media, One Has To Be ‘There’ At The Right Time
Heck, it isn’t as difficult as planning dinner for eight where two people are various shades of vegans.
In fact, its’ pretty darn logical.
The principle behind all media is that the most effective way to reach your audience is to be ‘there’ – wherever there is – when they are ‘there’.
You want to be ‘there’ when the bulk of your audience is tuned in, when they’re receptive.
You don’t want to time your social media engagement to reach stragglers…the folks that wander by and kick tires and aren’t your true audience.
So, what does this have to do with social media?
Many of these studies offer nice-to-know information based on zillions of data points of the “general social media population”, but don’t really provide the kind of guidance one needs to optimize social media correctly to grab the attention of a specific audience.
What data does?
Well, I found this infographic from ArgyleSocial, a software company that helps companies manage their social media engagement.
What I love about this specific study is…
1. …that it breaks the data out by B2B (business-to-business) and B2C (business-to-consumer) companies…the way such data should be presented.
2. …it speaks to ‘engagement’ and not just when the largest audience is present.
As an example: Per the infographic below, retailers shouldn’t be wasting their time trying to reach their audiences during the week or in the a.m. hours. This data shows retailers would generate more engagement if they focused their Facebook communications on the weekends and in the evenings.
Makes sense doesn’t it?
This isn’t to say, a retailer won’t reach some of its audience during the week, but the social media goal should be not only to ‘reach’, but to also ‘engage’ and imprint some of retailers’ personal touch onto these friends.
The added advantage is that not only will this be prime time when retailers will be most able to grab the attention of Facebook friends, but they will also be engaging at a time when competitors are snoozing. Smart retailers will have this audience all to themselves. No distractions.
But here is the Social Media Kicker.
Every business and audience is somewhat different. What I and ArgyleSocial propose is that a business owner needs to track its own performance to determine its unique sweet spot.
Facebook Insights tells you which of your updates gets the most eyeballs, which go viral. Track it by day and time for two weeks.
Your summary stats in Hootsuite gauge which tweets are getting retweeted or which Facebook posts are getting passed around.
There are tons of tools out there to help you do this. You just need to open them up and use them.
You need to make yourself savvy about when is the best time to engage your audience. It’s the only audience that matters.
When you do…well, you’ll see. Social media will be much more rewarding for you and for your bottom line.
Now, it’s your turn to share. Which tools, tips and tricks do you use to monitor your social media engagement? Which would you recommend? Does the infographic below match-up with your Facebook and Twitter experience? Share your thoughts in the comments section below.
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