What Time You Post On Social Media Doesn’t Matter: Does It?

What time you post on social mediaThanks to guest blogger Robert Nissenbaum.

On December 18th, Robert was my featured guest on the Marketing Blab. Prior to the blab, he was kind enough to share this guest post on the subject of timing your posts on social media. Should you or shouldn’t you?

“When you post on social media doesn’t matter.” This is one of those statements that has most people thinking I’m a bit off my rocker – at least until you understand my thought process.

I get the concept of finding the right time to post. It makes sense. Determine when your audience is active, when they’ll likely engage with a particular type of content and post at those times. What doesn’t make sense is the willingness to tie the success of a piece of content to the time it’s posted.

That’s a broadcast mentality!

When it comes to radio or TV we need to time content to when our audience is actively listening or watching. When the spot is over, it’s gone. That’s not the case with social media.

If you don’t want your grandma to see it, don’t post it.

What we post online lives forever. While this normally is brought up with respect to reputation management, it applies nicely to your content. Since that content lives on, you don’t need it to necessarily be seen when it’s posted. You just need it seen.

Rather than being passive, focusing on trying to post at the ‘right or best’ time – and hoping it’s seen – consider these two options:

1. Craft your content and actively work to get it found.
• Use keywords and hashtags to get content found in searches.
• Use tagging to draw specific people to your content. Tagging someone in a comment even days later will drive additional views and traffic.
• Use sharing effectively.

2. Focus on getting profile or page views.
• Having specific posts seen in a feed, even if the content is relevant, visually appealing and perfectly timed, isn’t guaranteed. You’re still leaving it up to chance or the social site’s algorithm.
• When someone visits a Facebook page, a LinkedIn profile or an Instagram account for the first time, they tend to read more than just the last post or piece of content. Even older content becomes visible again.

Optimizing content to show in a news feed takes more time and effort than driving traffic back to your profile with less of a guarantee your content will actually be seen.

Yes, finding the sweet spot when your audience is active and able to be engaged helps. It is, however, only one tool to get the visibility you need to drive conversions from and engagement and interaction on your content.

In my opinion, if you craft your content properly and do a good job at actively driving eyes to it, when you post doesn’t really matter.

What do you think? Do you pay a lot of attention to the times you post? Please share your thoughts in the comment section below because I’d love to hear from you. Thanks and here’s to your sweet success.

About guest blogger Robert Nissenbaum: Robert is a successful small business owner with more than 20 years of marketing and sales experience.He has utilized social media to increase branding, drive sales and create revenue for his own businesses since 2006 (before Facebook brand pages existed).

Debra Jason

Marketing & writing with heart, not hype at at The Write Direction
A recipient of the “Creative Person of the Year” award, Debra educates and empowers creative solopreneurs and enthusiastic business owners to create a lifestyle business that provides them with the flexibility, fun and freedom to do what they love. She also inspires you to communicate your marketing message in a way that captivates and converts your prospects into loyal, raving fans - even if you have been struggling with how to transform your ideas into words in the past.

Comments

  1. Robert & Debra, good article and the point is true that if we share a truly valuable post then it is timeless. But still, I saw in my experience that timing matters a lot especially because though your online contents may live forever on social media, but the actual life time is very short in this digital age. So analyzing your audience, their preferences, demographics and timing are important factors to make your content a hit. But evergreen contents are truly timeless.
    Sonia Pitt recently posted…Online SEO Training in India | learn seo online in India on SkypeMy Profile

    • Sonia, thank you. You’re correct that the half-life of a social media post is very short. That fact is actually why I don’t worry about timing when I post initially. I have found that even knowing when my audience is usually online and engaged, my content can still fall flat. There are so many variables which affect post visibility.

      Many small business owners do not have the time or knowledge to properly analyze their audience so timing is at best a guess. Shifting the focus to encourage profile visits by being social allows content which wasn’t timed correctly to still be seen without the stress and time involved of trying to find that best time.

      If I shift my efforts from trying to post at the perfect time and drive exposure for a single piece of content to driving exposure of my page or profile, I can work less while increasing the half-life of a post.

      Of course if you do have a good handle on your audience and how / when they are active online, that’s a huge bonus.

      Robert
      Robert Nissenbaum recently posted…No Engagement On Your Social Media Posts? So What?My Profile

  2. Thanks so much for a thought-provoking post, Robert (& Debra). Personally, I don’t care to have social media posting dictate my schedule, but I’m contrarian like that ;-). Surprisingly, I’ve found Pinterest to be a good vehicle for me. It matters a whole lot less what time you post and Pins can have legs for months (or years) – plus, people click through to check out you (and your wares).

    Your idea of tagging is an interesting one I’ intrigued to try. Thanks so much for sharing.

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