Archive for March, 2011

Does time matter?

March 31, 2011

Time Matters when it comes to Social Media Updates

When it comes to social media usage, does time matter? This question dawns on me at 1.15am after crossing 2 time zones and one amazing vacation has left my body in a in time purgatory so to speak. Not having any clue what time it is made me wonder….does time matter when you are speaking to a potentially global audience.

Yes it does. While Facebook and Twitter have given the independent business person/ entrepreneur the opportunity to potentially avoid the cost of PR/ Marketing firms, those who know even basic PR will tell you, failure to understand the social media behavior and consumption patterns of your target audience can without question undermine the success of even the most shrewd social media campaign.

Here are the basic questions to ask when you are about to launch a new social media campaign/ update your business’ profile or seek to get even an iota of attention:

  • Who do I want to see this information?: If you are targeting people under 18 years old…you can’t post at 11am – they may be in school. Targeting the working population? Will posting at 3pm be effective? Probably not. Design your social media updates an actions to match the times your audience is most likely to be consuming the media. Remember, while your audience may love themselves some Facebook, any won’t have access 24/7.
  • What do I want them to do with this information?: Posting an image is great…but posting images that engage your audience is better. “Tag yourself in this product promo and get 10% off your purchases today”. The impact? Your image seen by every “friend” who tags themselves in the photo. Similarly for those who “Retweet”.
  • Is my information interesting enough to generate “buzz” beyond 30 minutes if my sharing it? Be honest and be customer focused. If your information is not exciting to your audience, it will be  a bust. Great you have new products but what if you highlight reviews by customers instead of just saying “hey we have new products”. Social media is about engagement. Fail to engage your audience and you basically have a print ad in a new medium and…that really won’t “cut the mustard” as the ‘Brits’ say.
  • How will I know my social media actions are successful?: If you don’t measure the impact of your social media efforts, you may as well ot use social media. Ask customers where they get information on your products/ services. Run campaigns JUST for your Facebook/ Twitter fans and measure how many people access your services as a result. If you don’t measure, you won’t know if social media is the best channel for your business.

SO timing is important but its not everything. Ask yourselves these questions before you launch you next social media effort. And if you need advice or assistance…ASK nah! Geez!