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Learn the science of when to post on Facebook and Twitter

Matt Kapko | Sept. 19, 2014
Social media is as much an art form as it is an ongoing science experiment. Delivering the right message to the right audience at the right time is a key determining factor in the success of virtually every update, tweet or post.

[Related: How Social Networks Are Changing Mobile Advertising]

Some research indicates that 1 p.m. is the best time of day for brands to post on Facebook and get the most shares while posts scheduled for 3 p.m. typically get more clicks. However, the broader opening for brand posts spans from 9 a.m. to 7 p.m., meaning that any posts scheduled after dinner and before work are the least likely to drive engagement.

Twitter is even more difficult to pin down because so many of its users will check in on their mobile devices throughout the entire day. While some studies have shown that weekdays provide more engagement than weekends, other research draws the exact opposite conclusion. This is why brands need to experiment with different times to determine when they are most likely to engage with their audience.

Retweets are generally highest around 5 p.m. while click-through rates seem to perform best around noon and 6 p.m. Results will vary accordingly, but tweets posted during the typical morning commute hours and later in the day are more likely to drive the results brands expect and need from social media.

 

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