Good Night Twitter, Good Night Facebook, Good Night Social Media


When To Set Your Accounts On Auto Pilot To Ensure Optimum Engagement For Customers At All Hours

How can marketers and social media gurus overcome the dilemma of turning the lights off on their social networks while still ensuring that great content gets generated throughout the night?

The answer might seem as simple as implementing the right social media monitoring tool to schedule content during evening hours, but a few more factors must be taken into consideration to ensure that social networks are acting efficiently without actual supervision.

Here is a list of three simple tips for social media fanatics to consider before saying goodnight to their networks:

Tip #1: Know Before You Go

It’s necessary to understand who your audience is before tucking social media in for the evening and scheduling content. This gives you a better idea of what time zone you are catering to and when your audience is the most active.

For instance, if you live in San Francisco and have a large customer base in London, you should first be aware that there is an 8-hour time zone difference. This means that when you go to sleep, your followers in London are just waking up.

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Once you are familiar with the time zone difference, it’s a good idea to schedule content around the times when your users are the most active.

Statistics show that Twitter engagement for brands is 17% higher on the weekends, users are more likely to be on Twitter during their morning and evening commutes, and retweets tend to be highest around 5 pm.

Tweriod is also a great social media tool to use to know when your audience is engaging online. Tweriod looks at your tweets and your followers’ recent tweets and analyzes both to provide you with the times your followers are the most active.

Remember to check your analytics the next morning to see the amount of clicks and engagement your scheduled content generated. If a particular time seemed to work better than another, be sure to schedule your most engaging and informative tweets during that hour.

Tip #2: Choose the Right Management Tool

Scheduling content obviously requires a social media management tool, but finding the right tool to use can be tricky. With a slew of management tools available, how do you know which is the right one for you?

SEE ALSO: Finding the Happy Medium for Your Social Media Marketing Strategies

Before you decide, you should first consider your options and know your goals. Some questions to keep in mind are:

  • Are you generating B2B content or B2C content?
  • Are you looking for a free social media management tool or would you be willing to pay a fee?
  • Are you more interested in analytics or easy-to-use scheduling features?

Once you know what you are looking for, the process of finding the right tool to use will become a lot easier!

Hootsuite is easy to use and offers a free plan which allows users to:

  • schedule content for up to five social networks
  • shorten URL’s
  • view analytic reports
  • use basic scheduling options
  • include up to 2 RSS connections

Plus, Hootsuite allows users to add different streams for each of their social networks, creating easy access to twitter lists, favorite tweets, mentions, likes, and shares for easy engagement.

Oktopost is another great content marketing platform which is specifically geared toward B2B marketers. Oktopost allows users to schedule content from a variety of networks and puts a large emphasis on data management, providing users with data based on every click, conversion and engagement for each published post. Try the 30-day free trial period offered by Oktopost to see if this tool is right for you.

Remember: these are just a few examples of management tools which can be used, but there are many others available. Do your research first before jumping in the content management pool!

Tip #3: Consider Your Social Networks

It’s always good to understand which content performs the best on each social network before scheduling anything.

For instance, Facebook is better suited for visual content and videos, while news stories, top headlines, and thought provoking messages are more appropriate for Twitter. Company news, promotions, and product information should be posted on a company LinkedIn page. Overall, the content you post should be relevant and suitable for your audience at all times.

A social media tool that can be useful for generating content suitable for all social media networks is Roojoom. Roojoom allows users to combine different pieces of content into one “visual storybook,” resulting in an engaging and fun way for readers to view your material.

Better yet, you can create a Roojoom based on anything you wish to promote, from technology to fitness tips! This makes it easy to share your content on LinkedIn as well as Facebook; just create two different Roojooms suitable for each platform.

Remember to always be sure of the amount of content generated on each of your social networks. Consider scheduling one or two Facebook posts during the day and have a slew of tweets ready to go on Twitter at all hours, every hour.

Rest Assured

The next time you schedule content before going to sleep, be sure to consider the three simple steps listed above.

Make sure you know when your audience is the most active and find an easy to use social media management tool to schedule your posts. Don’t over or under engage and make sure that your content is fun and informative.

Once you’ve mastered these basics you can rest assured and finally say goodnight to social media!

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Image: iStockphoto

About The Author

Rachel Wolfson is the Content Marketing Manager for a high-tech startup. Rachel earned her B.A. in English and Political Science from The University of Texas at Austin and her M.A. from Tel Aviv University in Security and Diplomacy. A true Texan living in Tel Aviv, Rachel is an avid blogger, gym enthusiast and sushi lover.