Businesses to Time Social Media Releases to Maximize Engagement

BY Kathy Crosett
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Enterprises have more than one way to get noticed by their online customers. In 2012, content marketing has been the focus of endless study. The format is working well but enterprises that understand how to use content on social channels, and at the right time, are noticing a big difference in their visibility.

For example, both B2C and B2B operators are well served if they condense their social messages to between 16 and 25 words. In the Twitter universe, the optimal message length is 1–5 words for B2C and 11–15 words for B2B marketers. Compendium, which recently studied this topic also found that social messages are far more likely to be clicked when followed by an exclamation point instead of a question mark.

Then there’s the issue of the best time of day to release a social message. For B2B operators, content shared on Twitter and LinkedIn gets the most notice between 10:00 a.m. and 11:00 a.m. while Facebook releases are optimal at 11:00a.m. For B2C operators, lunchtime is best for all formats although Facebook releases enjoy another spike in clicks between 3:00 p.m. and 5:00 p.m.

The day of the week also matters when sharing social content. Users tend to click more on B2B LinkedIn posts on Sundays and Twitter posts on Wednesdays. The same holds true for B2C Twitters posts, while Mondays are best for LinkedIn activity for B2C sharers.

The Compendium results also show that 73% of marketers are relying in their corporate blogger to manage social media releases. Doing so, analysts believe, shows that companies are maturing in their content management as they diversify across platforms.

To learn more about LinkedIn Users or Twitter Users, check out the Audience Interests&Intent reports at the Research Store on ad​-ology​.com.

[Source: What Works Best for Social Sharing. Compendium​.com. 11 Sept. 2012. Web. 25 Oct. 2012]