You work hard to craft social media campaigns that promote your company and engage your clients and customers. You appear across multiple channels targeting different segments of your audience. You keep your eye on the calendar, scheduling your posts diligently throughout the week, Monday through Friday. But what about the weekend? Are you cutting your efforts short by not reaching out on the weekend?
Weekend Social Superstar
"People use each social network differently," says Kevin Bobowski, vice president of marketing for Offerpop, a Web-based social media marketing platform. "This reflects the core mission of Pinterest. Pinterest delivers a user experience, based on discovery and inspiration, which is more likely to occur outside of work and on the weekends when people have more free time."
When considering people browsing on the weekends, Bobowski adds that it's important to keep in mind that users may be more likely to view content through mobile platforms because they aren't seated in the office in front of a computer. It's important that your content be optimized for mobile viewing to capture those weekend warriors.
The Social Times research found that unlike Pinterest, Saturdays and Sundays are the worst days of the week to post on Facebook and Twitter. What were the best days for exposure? In this particular study, Wednesday was the strongest day for posting on Facebook, while the reach of Twitter is maximized on Mondays, Tuesdays, Wednesdays and Thursdays.
While Pinterest engagement may be high on Saturdays, pins have a much longer life than posts on other social media networks and may eventually be viewed on other days of the week.
Research by Piqora, a marketing and analytics service that helps users track Pinterest usage, found that 40 percent of Pinterest clicks may happen on the first day the pin is created and 70 percent of those clicks happen by the end of the second day. But 30 percent of those clicks may happen 30 days or even longer after the pin is first posted.
The experts at Piqora say this reflects the way users navigate Pinterest searching for ideas and inspiration, which they might come across days or weeks after being posted. That's in contrast to a Facebook or Twitter post that may appear in someone's news feed and then roll off relatively quickly.
The relatively lengthy pin life is another reason why small-business owners should take care curating and collecting their pins into meaningful boards that complement their brands. Boards shouldn't be strictly promotional like billboards on a highway. The best Pinterest boards share thoughts, inspiration and insight.
Work With Your Data
While it's important to keep in mind the day of the week and even the time of day that the experts suggest you post, you have to watch your analytics to see what works for you. Different studies reveal different data, and measuring social media engagement isn't an exact science.
"It's completely dependent on your business and your customers," Bobowski says. "Your customers are unique, and so are the best times to post." If you get a lot of traffic on Fridays but the experts say that's a slow day, you should most definitely keep the posts flowing on Friday.
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