Are marketers not taking their own advice when it comes to social media marketing?
There are many studies out there that confirm that there is a direct correlation between how successful a company is and how well they use social media.
We also know that brands can profit dramatically from a well executed social media strategy backed by a campaign that is creative and has the audience in mind.
So, why then do marketers continue to ignore the fact that certain days of the week and times of the day, are not as effective as others when it comes to executing a social media campaign.
We also know that brands can profit dramatically from a well executed social media strategy backed by a campaign that is creative and has the audience in mind.
So, why then do marketers continue to ignore the fact that certain days of the week and times of the day, are not as effective as others when it comes to executing a social media campaign.
Aren't marketers supposed to have the 'market' in mind when they do any campaign? Shouldn't they know their audience and their audience's habits? Isn't that what marketing is about?
When executing a social media campaign, your brand is stepping into the consumer's digital home, so to speak. It is important that when you connect with a consumer in their digital home that you develop a campaign that requires them to not leave their chosen social media platform to visit an external website, and that you engage them with content relevant to them personally. Back to basics - one to one marketing.
The thing is that people consumer information through social media on different days of the week. What is the best day of the week to launch a social media campaign? While Friday may be the most popular for self-serving marketers, Tuesday brings the most engagement. Sending out your social media campaign on a Friday is a complete waste of time and money.
Facebook's highest level of activity is on Tuesday, yet once again, this is not the most popular day for deployment of a Facebook Social Media campaign. It is in fact, the fourth most popular day. Go figure.
YouTube's most effective day is Monday even though this is not the same for other social media platforms. If you think about it, Monday is usually a crazy day at the office and Friday, we are all thinking about the weekend.
With Twitter, most campaigns are deployed between 9am and 7pm of the work week. Yet it is 5am to 8am that has the highest level of customer engagement.
It's something to think about. So often marketers develop campaigns that they 'like' that fit their style and timing, yet the reality is that the most effective campaigns don't work like that. Think about your audience first and then develop and deploy a campaign accordingly.
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comments ( 7 )
Raveena Sirinarang
18 Aug 2012It's true that social media is a great tool for marketers, but if we look at luxury brands, do we think that social media is the right way for them to go? Luxury brands are all about being 'too high class' to communicate with everyone, as only the really elites can offer their products. But now, since the GFC and everything, luxury brands are targeting more of the middle-class segment as well as the GEN Y who is now seen as the affluent customer. Burberry, is a great example of a luxury brand that has uses social media to its advantage and because of that, its sales and brand awareness has shot up. In conclusion, in today's world, social media is a great tool in connecting with people all around the globe, not even a specific country. It can raise your profile, keep people updated, increase your brand image and brand equity.
Replypriscilla
17 Aug 2012A little research goes a really long way especially when launching campaigns on the internet that get easily get lost all the information there. It's really surprising to hear that tuesdays has the highest level of activity on facebook
Replysmall business marketing
16 Aug 2012Fantastic web site. Lots of useful info here. I'm sending it to a few pals ans additionally sharing in delicious. And certainly, thanks on your effort!
ReplyLani
15 Aug 2012Spot on here Mellissah. Customer is always the key in marketing. The most effective advertising would look at when and how customers react to the media, whereby marketers use this information to make their company most profitable. For this reason, it really is mind boggling when you hear stories like "With Twitter, most campaigns are deployed between 9am and 7pm of the work week. Yet it is 5am to 8am that has the highest level of customer engagement." It really makes one wonder why they dont use such information to make their campaigns as effective as possible by doing a simple time change!
ReplyGreg Standen
14 Aug 2012What an eye opener into the world of social media. I for one do social media when I can but the more I think about it the more your article makes sense. Early morning tweeting and face-booking for me from now on.
ReplyDane Bartlett
14 Aug 2012Mellissah you've made a great point. The consumer is always king and adapting a communication strategy that will connect with them at the aperture moment is extremely important irrespective of the channel being used. Doing this effectively will ensure increased engagement from a company's consumers.
ReplyEri
13 Aug 2012"When executing a social media campaign, your brand is stepping into the consumer's digital home, so to speak. It is important that when you connect with a consumer in their digital home that you develop a campaign that requires them to not leave their chosen social media platform to visit an external website, and that you engage them with content relevant to them personally. Back to basics - one to one marketing."
ReplyHi Mellissah
Great article. I agree with what you say about not moving the users from the social media platform to the website because I was running a Facebook campaign myself last month.
I had 4 ads, 2 was going to my facebook page with different ad copy and call 2 action, and the other 2 ads was going to my website.
What I saw was that people that was going to my FB page was giving me their email address in exchange for a ebook and the pay per click cost was about half the other campaign.
Nothing happen with the other 2 ads that was going to my website, so I switched the campaign off.
I don't know what other businesses do but my ultimate goal with social media is not to get likes but to get email addresses. Then I can follow up the user til they ready to buy.
Likes and follows are cheap these days and you never know when the social network will go down or change the rules so is much better to get their email instead.
Also about the best time to launch a campaign for me Friday and the weekend has been the most effective.
Thanks for sharing :)