Terrie Brookins

Social Media Scheduling – even if just one day a week

Timing is one of the key components for social media next to social proof. To be clear, the title doesn’t mean you tweet, post, or reshare 20 links on one day in the space of an hour.

Ahem.

Let’s have an example: If you are an awesome coffee shop with the best java in the city, does it make sense to advertise your specials at 3 am when the business is closed and most of your customers are asleep?

Yeah. That.

So how do you find when it is the best time to post? If you have a Facebook page, and I suggest that you do – even with only 12 people who like it, you can see a pretty good graph. On the top bar, choose the tabs in this order: Insights, Posts. Then you should get data screen like this one:

FbExample_timing2

This looks VERY confusing. it’s not. The top text tells you just that. For a week, it shows how many people were looking at your page. The blue boxes show the number of people. The “time” graph at the bottom? That’s the gold.

On this particular graph, you can see there’s a big dip from midnight to about five am. In plain words? Next to no one is looking at the page. We see a sharp incline from five am to about 8am. At eight? the numbers stay high with a few spikes then starts to dip about ten pm.

FbExample_timing

So what does this mean? For maximum exposure, posts should be up by 8 am. This page can catch a few more visitors at noon and five pm. After that? It’s a bit of crap shoot. To recap: The target audience is checking before work, on their lunch hour and as soon as they get home. Fewer people are looking on Monday, but not by much. So posting something every day by 8 am is the best way to spread the word.

Now comes the dreaded task of deciding of what to post. That’s easy as well on Facebook. On the top bar, choose the tabs in this order: Insights, Posts. Then choose “Post Types.” You should get data screen like this one:

FBReach

Well there you have it folks. The proof is in the post. Photos – of any nature, get the most “reach.” Now remember, “reach” doesn’t mean how many people have clicked or liked the post. Reach means how many feeds your image has shown up in across Facebook. With the current changes in Facebook’s magic algorithm, you can see that even though 65 people saw my photos, only seven clicked “Like,” shared or commented on it. Now that doesn’t mean that I give up from this point. The key to any type of marketing is learning to adapt and roll with the changes. Let’s look at Twitter.

Go to our main Twitter Account. Click on your icon and choose “Analytics” from the drop down menu. You should get a screen that looks like this:

Twitterpostings

Well that doesn’t tell you a whole lot. However, the information you want is hiding. Let’s look at my top tweet:

TopTweetYou want to look at the two choices underneath:

TopTweet_clickhere

The one on the left will tell you the information about that particular tweet. That’s great. However, the one you really want is on the right “View all Tweet Activity.”

TweetActivity

This is the information you want! Much like Facebook, you can see how your top tweets fare, your tweets and replies and promoted ones. Let’s take a look at a seven day period:

sevendaytweets
So from the looks of the graph, I got the most activity on Monday, Wednesday and Friday. Now be aware, you won’t get a pretty time graph like you do on Facebook. However, you can go back through the Tweets listed below to see the time stamps and see what times were the best for retweets. This is not advised however. Why? Many people flag hashtags in Twitter to read later. This effects how many retweets you get during a day. I could have posted a link and a photo a week before and find that it gets retweeted a million times a month later. What you can do is compare the months. Here is my September and October:

TweetsSept

TweetsOctober

For my @beauxmagique account, no matter what I’m posting, there is a lull after the first week, things pick up around the middle of the moth, then a few dragging days, then I finish strong. Since I have a record of what I’m posting, I can go back, see what posted on what day and make some change. My September was much better than October. So I have to go back, figure out what I changed and change it back. Let’s go back to my an average week for this account:

sevendaytweets_MWF

If I find that I just can’t get all the posts up and running every day? Then I make sure I have them on Mondays, Wednesdays and Fridays. My audience already knows that something they are looking for will post on those days. From there I can just build into the expectations.

Yes, this seems very daunting. It’s not, I assure you. With a great product to sell, this work on your marketing will work wonders to get the word out. All this way too confusing? Just want someone to do it all for you? Please see our Social Media Services page and let us know how we can help.

Don’t forget your feeds!

Today’s social media task was a hard one. I just unfollowed about 100 people from my Twitter feed.  The sad part? Over half of them are in the same business networking group as I am.

Why is this sad? As a networking tool, we have the power to share messages from our partners – and they share ours. Without the connection or even a follow back, that work becomes one-sided. If my “partner” won’t share my message for free, why should I share theirs?  *UNFOLLOW*

DeadTweet

Let’s remember that this media is still SOCIAL. While social media may seems scary or if you don’t know how to use it, go back to the basics of social interaction. Ever said hello to someone and gotten no response? Now if that same person asks you for the time, how likely are you to even tell this person the right time zone or even look at your watch? Didn’t think so.

With that example in mind think on this:  A “follow” of any kind on Twitter, Instagram, or Pinterest,  a “like” or “comment” on Facebook or G+, or a “Heart” on Etsy is a stranger’s way of saying “Hello! I like what you’re doing!” A “follow back” or response of the action is your way of say “Hello and thank you!”

The challenge that everyone will throw is that “I don’t have time to click every single account!” That may be true. You’re juggling a new business, family and all sorts of obligations. My advice is two fold:

 1. If you’re not going to use the media channel? Don’t sign up for the account. Few things are worse than having an abandoned account. See the post on Social Proof.

 2. If you really want to use the media but don’t have a lot of time? Build that expectation into your presence for your audience. Here’s my example for Beaux Magique. On my twitter profile is states clearly “Late follow backs!”

latefollowbacks
What does that mean? I may not do it right away, but I’m going to do it. This sets the precedent and lets my new social connections that I really do value them and the time it took to find my profile and click.

ll this way too confusing? Just want someone to do it all for you? Please see our Social Media Services page and let us know how we can help.

Instagram makes it official

Those who work in social media have said it was going to happen. Any small business or entrepreneur has known about the power of pretty pictures for some time.   Now it’s official. That’s right. Instagram has given up the feel good approach and is turning its focus into doing what we’ve been using it for all the time – advertising.

“Instagram has switched on its advertising API (application programming interface.) It’s a major move for the Facebook owned photo sharing app, which is going to almost immediately help transform it into a major mobile advertising business to rival Google and Twitter.”

What does that mean for me and you? For the small business that’s looking to connect with customers? You’ll have opportunities to buy ads that will reach more people.  We all know that reach, while great for awareness, won’t make sales. What does that mean of our customers, the average every day user?  Instagram may turn into an Insta-turnoff. Why?  Jeffrery Gitomer said it best: “No one likes to be sold, but they all love to buy.”

 

facebook_instgram

Think of this, how many people do you know spend less and less time on Facebook due to the ads? How many people either tune out the ads or install ad blockers?  It’s just like have a PVR (DVR) or muting commercials.   Your audience has the power to turn off your advertisements before they even have the chance to see it. That was the beauty of Instagram. Potential customers could skip the ads and see only what you wanted.  Now, post Facebook buy out, we must expect that to change.  Now that doesn’t mean that the entrepreneurs can’t hang with the big businesses. The plan has to change there as well.

Just like on the rest of the social media platforms,  keep it social and light. Use your hashtags, pump up your SEO and create great products that produce raving fans (that will do most the advertising for you)!