If your media brand is posting content on social media throughout the day, when is the best time of day to reach your fans? Also, if you are asking them to do something time-sensitive … say, turn on the radio or enter a website contest by a certain time … how much time should you give them? Finally, how often do you need to tell them about something important?
WHEN ARE YOUR FANS ON SOCIAL MEDIA?
For broadcasters with an adult target audience, the answer is easy. It’s when they’re at work. Lots and lots of employees are keeping Facebook minimized on their desktop computers, and check it from time to time. Lots of mobile users will take a break with social media throughout the day, catching up on Twitter activity, or responsing to their friends’ Facebook posts.
You would think that lots of folks would be on social media at night or on the weekends, but it’s a much less common activity when they’re on their own time! However, a growing number of people (especially younger adults) will start their day on their phone on Facebook, even before they get out of bed or turn on a radio or TV.
So, if you want to catch your working-world target, make sure you’re posting good stuff periodically throughout the workday, even if you’re telling them about reasons to use your brand at night. In addition, your morning show can do “sleepyhead teases,” where they clue your fans about good stuff they’re doing on the air that morning and when it’s coming up.
In addition, my experience is that Monday through Thursday are the most powerful days to post Facebook content. Friday and Saturday can be much more difficult days to make solid digital connections with your fans. Sunday? Better than Saturday, but still on the iffy side.
HOW MUCH TIME TO GIVE THEM?
I always feel bad for broadcast brands that post things like, “Turn on your radio! I’m about to give the tickets away!” What a missed opportunity.
We know that time-specific listening appointments drive more listening than general ones like, “Sometime this hour…” Because your biggest fans are the ones following you in social media, I’d give them an hour or an hour and a half’s notice on good stuff you’re going to do. This is a Goldilocks-style happy medium. Too short a time means you don’t scoop up attention from enough fans, and you can leave people without enough time to react. Too long a time, and they’ll never see you on Facebook or Twitter, because they won’t scroll down far enough to see it.
FREQUENCY SELLS, BUT YOU KNEW THAT
When you want to use social media to change listener habits … and turn you on more frequently … you have to give them a call to action, and do so fairly often over time. For instance, if you start doing a big contest, I’d post about it maybe a couple of times each day with specific calls to action. Tell them what they win, or tell them exactly when to play, or give them a link to your webpage where you explain what you’re doing … you get the idea.
We wish that our fans would be listening to us for hours at a time, but in reality, they tend to listen for short spurts. Your big fans are the ones who come back again and again … for more short spurts of listening. There are a few people who listen all the time and then call you and talk about what they heard, but you just have to remind yourself that you can’t get distracted by them.
It’s the same thing with social media. There’s just no way that even your heaviest social media users are going to see everything you post. So, in the same way that you’d play a hot song more often or repeat a big news story more frequently, you want to make sure you’re always returning to your brand’s key messages on Facebook.
What do you think? Feel free to comment below, or on the Chris Miller Digital Facebook page.
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