Don’t forget about social amplification to ensure your brand gets heard.
Distribution vs. amplification
Let’s take a brief segue to make sure everyone is clear on what amplification is. There’s a difference between sharing your brand’s message through your social media channels (i.e. distribution) and having your content picked up by someone else and passed around on social media (amplification).
Amplification is your end goal because it broadens your reach. Whether your content is shared organically or if you pay someone outside of your company to help, the more people that hear your message and promote it, the more brand awareness and authority you establish.
A brief history of timing
Now that you get why amplification is the goal, how can you boost your brand’s chances of cashing in on this opportunity? Well the cliché that “timing is everything” is spot on when it comes to social amplification. Fast Company compiled some details on what times are best to post your content on various social media sites to ensure that it gets the maximum exposure and, hopefully, amplification:
- Facebook is your afternoon caffeine fix. Apparently posts that garner the most attention on Facebook go up between 1 p.m. and 4 p.m. when we are all counting the hours until the whistle blows for quitting time.
- Interested in maximizing Twitter reach? Apparently people like to check in on the Twitterverse on their lunch breaks.
- Midweek, midday is content’s hot spot in the world of LinkedIn.
- Meanwhile, Instagram’s sweet spot is also Wednesday, however a bit later, about 5 p.m.
- Want to capture the Pinterest crowd? Saturday morning is your best bet.
- Tumblr followers are night owls, so post content there Friday evenings around 7 p.m. or later.
- Finally if you want to grab the most attention on Google+, aim for weekday mornings between 9 a.m. and 10 a.m.
Quality still matters
Finally, don’t get so caught up in timing that you sacrifice quality. Yes, there are recommendations for the frequency of posting—once to twice a day for Facebook and Instagram, five per day for Twitter or 10 for Pinterest—but more is not always better.
One well written, thoughtful and informative post that actually resonates with your audience and prompts them to share it for that oh-so-desirable amplification beats a handful of lackluster items that no one even finishes, much less shares.