Counter-intuitive Best Practices for Social Media
By Cameron Advertising
Social media has been on the front burner of many marketers for some time now. What’s interesting is that many of the things we think we know about using social media really don’t hold up when you look at actual statistics. Kevan Lee, posting on the Fast Company website, recently took a look at the latest social media stats and discovered some results that are counter-intuitive. Here are a few of them:
Written content trumps visuals
The social landscape is dominated by visuals. Yet, over half (58%) of almost 3,000 marketers surveyed by Social Media Examiner state that written content is their most important form of social content, with visual content a distant second (19%). The lesson: nothing beats a great story. Consider putting a focus on original written content to establish thought leadership and boost brand awareness.
Late night is prime time for retweets
If you had to guess, what would you say is the best hour to earn a retweet? TrackMaven set out to answer that question by analyzing over 1.7 million tweets. The result? The best time is after hours – between 10 and 11 pm Eastern Time.
Like infomercials that run in late night, it seems tweets stand out more when the overall content volume is lower. It follows then that Sunday is the best day of the week for a retweet, TrackMaven found. And the best thing to include in your tweet to get a retweet? The word “Retweet” in all caps or followed by an exclamation point. Because it’s always useful to ask for the sale!
Friday is engagement day for Facebook
If you’re a heavy Facebook marketer, it might be useful to know which day of the week is tops for engagement. Adobe’s Social Intelligence Report analyzed over 225 billion Facebook posts from the past two years to come up with the answer. Friday was the clear winner – the day when posts receive more comments, likes and shares than any other day of the week.
So, be sure to include Friday on your posting schedule; and, the writer suggests, you might want to save your best content for the end of the week.
Quantity vs. quality
When it comes to referring traffic back to a website, Pinterest is now in the top three (with Facebook and Twitter) social sharing sites in terms of quantity of referrals. But those three, interestingly, rank much lower in terms of engagement: the time spent on site, pages per visit, and bounce rate. The top three in those categories: YouTube, Google+ and LinkedIn.
This is useful to know to guide your social media strategy: if you want big reach and brand awareness, focus on Facebook, Twitter and Pinterest. More interested in qualified traffic? Invest in YouTube, Google+ and LinkedIn. And speaking of Pinterest, here’s one more set of fun facts. The website recently revealed in its blog the categories of content that get the most engagement on each day of the week:
Wednesday: Inspirational quotes
Sunday: Food and crafts