Social media is a huge part of your online inbound marketing program. Sites like Facebook, Twitter and Pinterest can generate a huge amount of traffic for nearly any industry. Whether you’re a B2C (business to consumers) or B2B (business to business) you can easily build a base of followers who will then get a direct stream of information from your company through the social media platforms that you use in your strategy. However, there’s more to social media marketing than just tossing up a photo or article from time to time and hoping it reaches your audience. Choosing just the right post is important – but just as important is deciding when to make your posts.

The timing of your social media posts is critical to their success.

The timing of your social media posts is critical to their success.

Peak Time to Post on Social Media Platforms

One theory for choosing the best time to make your social media posts is to arrange to post during peak time – the time when traffic is the highest. According to Hubspot, this varies from site to site. For instance, midday on Wednesday is peak for Facebook while LinkedIn tends to spike during lunchtime or right after the workday ends (the theory here being that people are more likely to log on to LinkedIn while they are in “work mode” but possibly off the clock).

Scheduling Social Media Posts to Reach Your Target Audience

The important thing to realize is that posting during peak time may not be the BEST time – depending on your particular audience. If you are operating a B2B firm, you will certainly want to post during the workday, when business owners may be networking themselves on social media. However a want-based firm in the B2C sector may do better to post in the evenings when people are relaxing and thinking about themselves. Avoiding the dinner or breakfast hour is key across the board.

The more you can refine your timing the better. There are many tools out there that can help you discover the optimal time for posting to your audience; LikeAlyzer is a simple tool that will tell you a few ways to improve your facebook engagement, including the optimal posting times for your audience.

The Results of a Well-Timed Post

The big advantage to posting at the right time is getting those all-important views. What your customers and followers do when they see your posts really comes down to the quality of your content and how you build your posts. Are you aiming for shares, click-throughs or just trying to get your name out there? Considering each of these is just as important as planning when to post. Another consideration is how often to post. If you are posting frequently (i.e. three or more times per day), or advertising your content, then timing is less of an issue – since your readership has a greater opportunity to see one of your posts.

Scheduling Posts on Social media vs. Third Party Platforms

Keeping to your schedule may be inconvenient as the optimal times for your audience may not work well for you. Luckily, you don’t have to deal with all this timing alone. Many social media platforms have built in “schedulers” that will allow you to set your post time and have it automatically post when the time is right. Once you start working with multiple platforms, you may want to look at a social media dashboard like HootSuite or another management tool that will keep all your posts in order and active at just the right time. This can prevent you from facing social media burnout or forgetting to post to announce that big special or all-important new blog post. There is however an ongoing debate on whether or not using these third party posting platforms can hurt your post rank; so it’ll be up to you to decide if the convenience is worth the risk.

Nik Dahlberg

Dedicated Father, enthusiastic marketer. Let's connect.

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Comments
Harvey Specter
Posted at 9:02 pm December 4, 2014
Henley Wing
Reply
Author

Great post. Timing is definitely important, but was wondering if you did any research on the impact on using automated scheduling to post on FB vs manually posting it? Just asking because others have found that using an app to post decreased the reach. Was wondering if you have any experience with that.

BTW, I was also wondering if you could try out a content marketing tool I developed last year called BuzzSumo (at buzzsumo.com)

It shows you the most shared articles for any topic or competitor, helps you create engaging content, and shows what types of headlines gets the most shares. So for instance, you can see which articles related to “content marketing” or “Game of Thrones” got liked/tweeted the most in the past year or month.

Would appreciate any feedback you have on it 🙂

    Harvey Specter
    Posted at 2:41 pm December 9, 2014
    Nik
    Reply
    Author

    Thanks for the insight Henley,

    I’ve done some research on the automated vs. manual posting, from what I’ve found there are mixed reviews on the topic. Ultimately I’d say it has a negative effect on your rank. That being said, you’ll really have to evaluate the cost benefit for automated vs manual posting on a case by case basis. Is the consistency, convenience, and control a fair trade off for lower initial rankings? Or can someone internally be relied upon to keep everything in order on a daily basis without the use of automation? For me, this comes down to personal preference. Automation makes sense for some, but not for others, the key is to know how each affects your strategic goals.

    I’ll look into your platform, thanks for the tip.

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