Do Your Clients’ Social Media Posts Have Authenticity?

by | 2 minute read

Are your clients’ social media postings in sync with what their competitors are doing? Should they try to post when other businesses do? Or should they try to stand out by doing things differently?  One way to start this analysis is to check out new statistics provided by Hootsuite.

Popular Days to Post on Social Media

Twitter sees the most business posts on weekdays, Tuesdays through Fridays, with 16% of activity occurring on each of these days. Facebook posts peak on Wednesdays at 16%, while all other weekday posts clock in at 15%. For LinkedIn, Tuesdays, Wednesdays and Thursdays each score 17% of business posts. At Instagram, business posts are evenly distributed at 16% for every weekday. 

You might be wondering about weekend activity. Postings don’t rise above 12% of the total for any of these sites on either weekend day.

Popular Times of Day to Post on Social Media

Not surprisingly, just over 50% of business posts on social networks take place between 9:00 a.m. and 4:00 p.m. For Facebook posts, the pattern is slightly different. At least 35% of posts on that site appear after working hours. Another 18% pop up before the workday begins. These posting patterns hold true across the days of the week.

Social Media and ROI

Is this social media effort paying off for your clients? For B2C operators, the answer is yes. The average telecommunications services company has over 21,000 Twitter followers. On the other hand, the typical industrial company in the B2B sector has about 4,900 followers.

Social media marketing scores a 3.3 out of a possible 7 in terms of contribution to an organization’s performance. Despite this mediocre rating, 88% of firms believe it’s a great tool for branding, according to the CMO Survey findings.

Is there anything else you can do to help your clients optimize the ROI on the social media efforts? Earlier this year, Megan DeGruttola reported on the importance of authenticity when brands appear on social media. Consumers love it. But how do your clients get authenticity on social media?

Instead of spending all kinds of money developing branded collateral, they’d be better served by highlighting and managing user-generated content. At least 79% of consumers say that UGC impacts their purchase to buy, while only 13% say the same about professionally developed images.

What kind of activity do your clients see from their social media efforts? Run a Digital Audit at AdMall from SalesFuel to find out. Then use that data to start a conversation about how you can help your clients work with UGC to up their authenticity and their ROI.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.