Timing Is (Almost) Everything

In comedy, they saying that timing is everything. In social media, if not everything, it is something that needs serious consideration.

You can find many recommendations for when to post online, but the problem is that they are generalizations. The real answers about when to post need to be specific to your audience.

In real estate, they say location matters. That is also true for social media.

A restaurant in almost any city draws its customers from the local area. If you are in Washington D.C., posting for that time zone and around the times when people are apt to be looking for dining suggestions (Are you a breakfast or dinner place?) is optimal. A restaurant in San Francisco needs other posting times.

If your business has wider national or international reach, you may need a strategy that includes multiple accounts, such as Twitter handles, for each region.

How well do you know your audience? Questions to consider: What time are people waking up? Are they accessing your resources during work hours, evenings or weekends?

There are many free and pay tools to help you find the best time to post, such as Audiense,  and using an auto-scheduler dashboard (such as Hootsuite) then allows you to schedule social media times based on when they have performed the best.

Hootsuite has recommended Best Times to Post on the big 3: Facebook, Twitter, and Instagram.

Facebook is interesting for timing. One thing you might not consider at first is that  75 percent of your Facebook post’s engagement will happen within the first five hours and 75 percent of your post’s lifetime impressions are reached after just two and a half hours. These posts do not have a long shelf life or “legs”

The “half-life” of a Tweet is said to be only 24 minutes and Tweets reach that 75 percent mark in less than three hours.

You will find online many recommendations for specific networks. For example, for The Huffington Post , the recommendations for maximum retweets is to post at 5 p.m. and 12 p.m., and the best days for business-to-business organizations is, not surprisingly, Monday through Friday, but for business-to-consumer it’s the weekends and Wednesdays.

Takeaway: Know your audience’s social media habits and customize to that profile for each network.

 

Infographic via Kissmetrics, a behavioral analytics and engagement platform
built for marketers and product teams.

Why Teach Social Media?

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I teach social media courses. They are graduate courses in a communications program and most of the students are working in some related field (technical writing, graphic and web design). Some older friends who are not educators have expressed surprise that there are courses in social media (SM). They view social media as something “all kids know about” these days and don’t think of SM as a very serious subject.

Of course, SM is very serious business in the marketing and advertising sense. I have written earlier about what some feel is a social media skills gap. That term, “skills gap,” is itself an important one for colleges. The Chronicle of Higher Education has called it “The Idea That Launched a Thousand Strategic Plans” (the article is unfortunately for subscriber access only) because trying to fill in gaps in skills that employers say they need has become a way to build programs and therefore colleges’ plans for the future.

There are educators that question that kind of planning because it makes assumptions about the role and purpose of a college education. Is college meant to train employees in skills and job-specific areas, or is the mission something much larger?

Some social media consultants have said that 90% of workers don’t have the skills to leverage social media as a business tool, so it would seem logical that there would be a “market” and interest in higher education to fill in that gap.

Yes, more social media courses are being offered at colleges – generally in marketing and communications programs. But for just-in-time training, current employees are also looking to online courses, MOOC offerings and free on-demand resources.

Hootsuite is one of those providers, but it also offers a Student Program that provides educators and their classrooms free access to social media tools and resources. They have a Hootsuite Academy, which obviously uses their own Hootsuite dashboard which is a widely used platform for social media management. They also offer free certification for students who complete the program.

Because I teach social media courses at a university, and I also do social media consulting, I looked into the Hootsuite Student Program as another way to integrate hands-on activities into NJIT’s online MA program and also its graduate certificate programs.

Social media is just one part of this larger gap, but the “meteoric rise” of social in U.S. over the past decade to more than 2.3 billion active social media users worldwide can’t be ignored.

Some of the materials in the Hootsuite program were topics that I have always included in my curriculum for designing social media. For example, having students conduct an online reputation audit on a real local gives students a better idea of creating a strategy for a brand versus their personal accounts. Students do research and present an analysis in order to create a strategy to improve their client’s social marketing. They research target audience, popular content channels and types, competitor social media use, and make recommendations for future social media marketing activities.

I have students create a social media campaign with objectives, target audience, and metrics. It no longer surprises me that my students often make very little sophisticated use of social media themselves, and have a very limited understanding of how organizations are using it.

One gap I have been attempting to bridge this past year is the lack of knowledge (and interest) in social media ethics and law. That gap is not only in students but in those currently working in social media.

I also see frequent mentions online about a broader “digital skills gap” with employees who don’t know how to use, or are not aware of, the technology available to them. According to a Harris poll survey in Entrepreneur, only one in 10 American workers have mastered their employers’ tools and this gap “Bleeds $1.3 Trillion a Year From US Businesses.”  I believe that this learning process in my social media courses has value beyond making students just being able to do marketing via social media. Activities like creating a social strategy through research, analysis and application, and doing it in a digital world can help bridge a number of skills gaps.