Brand postings usually not made when users are most active
San Francisco, CA -- (SBWIRE) -- 10/17/2012 -- Most companies that market their brands on Facebook are not doing it right, according to a survey that measured users’ interactions through “like,” share or comment.
The report by Buddy Media found that Wednesdays had the lowest interaction rate – 7.4% less than the daily average – and that more people were likely to get involved on weekends -- 14.5% more than weekdays.
Marketers appear to be missing the peak times, with only 14% of brand postings on Saturdays and Sundays. Worse still, the most popular day for brands to post on Facebook was Wednesday.
Buddy Media also found that users were likelier to interact with brand messages in the early morning and late evening. Brand posts from 8 p.m. to 7 a.m. attract 14% more user engagement than those made from 8 a.m. to 7 p.m.
But few marketing posts are made during the optimum times. For example, the Huffington Post reported that during one recent week, Coca-Cola Co. did all its postings in late afternoon.
The reason for the changing flow of user interaction is job-related, according to Buddy Media.
“When not at work, people are more likely to spend time perusing Facebook and interacting with Page content,” the social media consulting company’s report says.
Some industries do better at particular times. Leisure brands get more engagement starting Thursday and hitting a high point Sunday. Thursday is when more users tend to interact with content from clothing or fashion businesses.
And Mondays favor technology or retail brands.
Buddy Media also found that when it comes to social media, it’s best for marketers to keep it short and sweet. Brand that posted once or twice a day had 19% more interaction than those that posted three or more times daily. Those posts should be 80 characters or less – those with more receive 23% less response.
And can you believe this? Posts that ask questions get 92% more comments than those that don’t.
IronMonk.net (http://www.ironmonk.net/) is an online resource for optimizing social media for businesses of all sizes. Visitors can learn about growing traffic through Facebook, sharing content and getting a positive return on investment in social media and when is the best time to post on Facebook or best time to post on your fan page. Businesses can find out about the latest tools and trends in Web marketing and sign up for a free newsletter at IronMonk or IronMonk.net.
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