The Importance of Timing in Social Media Management

In social media management, the focus is primarily on delivering the right content to your audience. While that is certainly important, timing in social media management is also vital. After all, even the best content won’t make an impact if the timing is off and your target audience never gets the chance to see it. Whether you’re sending Tweets, posting on Facebook or offering live streaming via apps like Periscope, here are some helpful suggestions to ensure that your timing in social media management is perfect.

First, it is important to note that the right time can make all the difference when it comes to getting maximum impact on your social media posts. If you release a funny meme or a beautiful photo in the middle of the night for your American audience, it might get a few likes, few shares and go unnoticed by the bulk of your demographic. By posting something in the middle of the afternoon on a workday, you might get more eyes on whatever it is that you want people to see. If you’re not sure when peak times are for your audience, take a look at your existing statistics. If you see an influx of likes, views or follows at certain times consistently, or lulls in activity during other times, you will get a better idea of when to post your top content.

Although it might seem like posting at the busiest times of day on social media is ideal, savvy social media managers know that it makes sense to release different kinds of content at different times of day. On weekday afternoons, for instance, there is a lot of activity on platforms like Instagram. Users are eager to see some attractive, quick content, and they may often be multitasking or trying to enjoy a short break during the workday. On the weekends, however, users might gravitate toward long-form essays or blog articles that take a little longer to read. You can take advantage of this natural change in schedules and preferences by timing your content so that it makes the most of people’s preferences on any given day. Lighthearted, quick content that is easy to share may be best on weekday mornings and afternoons. Longer, more focused content makes a bigger impact in the evenings or on the weekends, when users have more time to explore them fully.

Going with generic times like afternoon, morning or evening is a great place to start, but keep in mind that your audience might not be located in the same time zone. For an international company, the target audience could be located across the planet. If that is the case, choose a few major hubs where you want to focus your social media marketing, and emphasize their peak times in your posts. Remember that posting in the middle of the night might seem counter-intuitive, but it can be exactly what you need to connect with users in Asia or Europe.

Unless you want to be glued to your computer or smartphone around the clock to capitalize on the right time for postings, it might be a good idea to rely on posting apps. These apps, which include HootSuite, Crowdbooster and Timely, can help you get your content out at the right times by loading posts and choosing the time for dissemination.

In social media management, the perfect combination of timing and content can boost your business and brand image substantially. By considering your audience, their habits and your content style, you can connect with your preferred demographic in a meaningful and timely way.

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