Are marketers not taking their own advice when it comes to social media marketing?
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.