When & What To Post On Social Media For The Best Interaction

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If you’ve tried doing social media for your business without having at least a semblance of a strategy in mind, you’ve probably not gotten great results. To help illustrate my point (and because who doesn’t enjoy a good meme?):

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You see, the reality of social media is that posting whatever you want, whenever you want isn’t going to get you anywhere—especially in the B2B realm. Your visitors and followers prefer to interact at certain times and in certain ways, so that needs to be taken into account when you post company tweets or updates.

So, we did some research about the best times to post on Twitter and LinkedIn (the two platforms we currently use) and looked at our own data to determine when and what to post to get the most interaction. Here’s what we found.

When To Post On Social Media

According To SurePayroll

According to an infographic created by SurePayroll—an online payroll provider—the best times to post on Twitter are Monday-Thursday, between 9 a.m. and 3 p.m., with peak times between 1 and 3 p.m.

The worst time to post on Twitter, according to their research, is any day of the week after 8 p.m., and Fridays after 3 p.m. (This could be because people have already checked out for the weekend.)

When it comes to LinkedIn, the infographic says that Tuesdays-Thursdays are the best days to post, with peak times at noon and from 5-6 p.m. The worst days for engagement are Mondays and Fridays. This is likely because LinkedIn primarily has a B2B audience.

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According To Kissmetrics

The team at Kissmetrics has also done a study on prime social media posting times. According to their research, the best time to tweet is at noon (when people are on their lunch breaks) and 6 p.m. (when people have gotten home from work).

Something else they note is that the time zone of your audience is important to consider when posting. Nearly 50% of the country’s population is in the Eastern time zone, and 80% are in the Central and Eastern time zones combined. So, if your audience is spread across the country, it’s best to cater to these two zones first.

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They also found that the best tweeting frequency is 1-4 times per hour.

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According To QuickSprout

QuickSprout, a blog authored by marketer Neil Patel, created an infographic of the same nature. It says that B2B companies get 14% more engagement with tweets posted on weekdays, whereas B2C companies see the most interaction on weekends. This is likely because businesses work with other businesses during the week, and consumers explore brands over the weekend.

QuickSprout also lists the best times to tweet, but breaks them down by more specific metrics. To get the highest click through rate (CTR), for example, you should post at noon and 6 p.m. For the most retweets, post at 5 p.m.

Another fun fact they share is that Twitter users are 181% more likely to be active on Twitter during their commute to or from work (which explains why 5 p.m. and 6 p.m. are good times to tweet).

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For LinkedIn, they echo SurePayroll in saying the best days to post are Tuesdays, Wednesdays, and Thursdays. The best times, however, are from 7-8 a.m. and 5-6 p.m. for CTR, and Tuesdays between 10 a.m. and 11 a.m. for shares.

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According To Us

In a post I wrote a couple months ago, I shared our current (at the time) social media routine. Back then, I was posting 10 times each weekday on Twitter—once an hour from 8 a.m. to 6 p.m.—and once each weekday on LinkedIn at 11 a.m.

Since that post was written, I’ve made some changes to that routine—due largely in part to the research I found above—and have seen some positive results.

I still tweet 10 times each weekday, however, I post about three tweets in the morning starting at 9 a.m., 6-7 tweets between noon and 3:30 p.m., and one around 5 p.m. Coincidentally, our CTR has increased by 45%, and our interactions (mentions, replies, comments, favorites) have increased by 13%.

What To Post On Social Media

Another part of our routine that’s changed is what we post. Over the past couple months I’ve realized the importance of not only sharing our own content, but also sharing the work of others—and including them with an “@” mention. This shared content reaches a much broader audience because both you and the mentioned account’s followers can see it. Because of that, the tweets we make with “@” mentions get significantly more engagement.

I’ve also started spending a little time each morning (10-15 minutes) looking through our Twitter feed and favoriting, retweeting, and commenting on other’s tweets (as opposed to strictly scheduling all of our posts and interacting on Fridays, as I was previously doing). During the first week this started, we got 37 new followers in less than 24 hours, and the followers have been consistently coming in since. Coincidence? Possibly—but I’m betting there is a direct correlation.

We’ve also seen a higher engagement rate with tweets including motivational quotes and statistics or data. People always enjoy a good quote or an impressive stat, and they’re easy to favorite and retweet.

It’s also worth noting that hashtags spur significantly more interaction—if they’re popular and chosen carefully. Some of the ones that work best for us are #inbound, #blogtips, #blogchat, #seotips, and #seochat. The key is to make sure the hashtags you use are actually relevant to the content you’re sharing.

For more ideas on what your business can share on social media, check out this great article from Forbes: 100 Killer Ideas For Your Social Media Content. (There are several things in it that I plan to try in the coming weeks!)

The Takeaway

There are (hopefully) several things you can take from this article and implement into your own social media strategy, but if you only remember one thing, it should be this—there isn’t one fail-proof social media formula that will work for every company. Every business is unique, which means you’ll have a different audience that will respond to different things. The key is to experiment until you find something that works for you.
Have you tried any of these things with your company’s social media? Do you have other tips? I’d love to hear them! Share in a comment below or tweet us @nectafy.


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