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The best times to Post on Facebook

An interesting article via the Toronto Star

“What’s the best time to post on Facebook?”, an all too common question plaguing many of those who are put in charge of their company account. Of course, it makes sense: we all want to make sure the maximum amount of eyeballs are seeing the communication we put our heart and souls into on a day to day basis.

Interaction types:

• Likes make up approximately 79% of all interaction

• Comments make up approximately 15% of all interaction

• Shares make up approximately 6% of all interaction.

Industry segmented:

• Advertising and consulting Pages have a big opportunity to leverage the weekend to receive high interaction rates. Posts on Saturdays and Sundays receive 69% higher interaction.

• Weekend posts receive interaction rates 15% higher than weekdays for Automotive. Most automotive brands however, are not taking advantage of the opportunity, as only 14% of brand posts are published at this time.

• In the Clothing and Fashion industry, post interaction steadily increases as the week progresses, reaching its peak on Thursdays when interaction rates are 13% above average. Additionally, Saturdays also show above-average interaction.

• Though only 15% of brand posts are published on weekends, Consumer Packaged Goods interaction rates are highest on these days. Wednesdays also receive above-average interaction, but CPG Pages should avoid Thursdays, as interaction is 9% lower on this day.

• Not surprisingly, Entertainment Pages receive higher interaction on the weekends. In fact, interaction is 20% higher on the weekdays, with Saturday receiving interaction rates 17% higher than average.

• Just because Banks typically aren’t open on Sundays does not mean finance brands should ignore fans on this day. While only 4% of Finance posts are sent on Sundays, interaction rates are 29% higher on these days.

• Though Food and Beverage interaction rates are 19% higher than the weekdays, only 18% of posts occur on the weekends. Many Facebook users may have more time to enjoy food and beverages or dine-out on weekends, so interaction is higher as a result of it. Brands might be missing a key opportunity for interaction.

• Mondays experience the highest interaction rates in the General Retail industry, which are 19% above average. Posts are spread evenly throughout the workweek in the industry, though these Pages should post more on Mondays.

• Sunday and Mondays see the highest interaction rates in the Health and Beauty industry at 11% and 12% above average, respectively. Tuesdays however, seem to suffer with interaction rates, far lower than average, yet Tuesday posts make up 17% of all posts during the week.

• The Nonprofit industry is another one that has a lot of opportunity to post on weekends. Though interaction is significantly higher on Saturdays and Sundays than the rest of the week with 14% higher interaction. The weekends are the least utilized days when it comes to posting.

• The biggest sporting events are often held on weekends, so it’s no surprise that Saturdays and Sundays see the highest interaction rates. Sundays see rates 11% higher than average. Fans don’t interact with Pages as often during the middle of the week.

• Technology rarely sees high interaction rates on weekends. Mondays are the best to post, as rates are 30% higher than average.

• Interaction rates climb as the weekend approaches for Travel and Leisure. Starting on Thursday and peaking on Sundays at 19% higher than average. People interact with these brands as they plan or take a trip.

A few quick insights include:

• Posts published 8PM – 7AM receive 14% higher interaction than posts between 8AM – 7PM

• Brands that post 1-2 times a day see 19% higher interation rates

• Pages that post more than 7 times a week see a 25% decrease

• Interaction rate for weekend posts is 14.5% higher than weekday posts, yet only 14% of posts are published on weekends

What does all this mean? Well, perhaps you should consider posting more regularly after work hours – and that  makes sense if you consider the facts. Consumer facing brands can count on their “likes” being more active on Facebook after work, or on weekends – when they have more time to engage on social.

Data was collected by Buddy Media who analyzed user engagement from more than 1,800 Facebook Pages from the world’s leading brands. It was collected for two months after all brands were moved to timeline (April 1 – May 31,2012)

Source:  Torstar Digital  /   January 4, 2013

frank beecham
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Frank Beecham
Mystique Brand Communications