Whoever said this quote - was right. How does this apply to social media? In every way. Mastering the art of timing can turn a no into a yes or a scroll through into a “like” depending on how you look at it. You want to reach your audience when they’re willing and available, not on YOUR schedule. The goal is to be there for them when they need you, not the other way around. As a facilities manager you serve your building in real life, when they need you most. Try adopting this same idea for social and you’ll see a dramatic increase in response and following.
Why Timing is So Important
Social posts have a relatively short lifespan. Because you’re competing with other companies, advertisements and members for attention, it can be a challenge to reach your tenants at the right time. New posts are always being submitted, and the feed is constantly changing. The key is to post something when the most people will see it. The more likely people see it the more likely they are to hit the like button or share your post. Since most social sites have limited their organic reach for company pages, having a popular post is important if you want more than 1% of your audience to see it. For more information on this visit this website.
Best Time to Post on Facebook
Days: Thursday & Friday
Time: Between 1:00pm or 3:00pm
Type: Photos and Videos
Facebook may be the pickiest of all the social media sites. In the sense that they hand select by an algorithm which posts from your company page are shown to which of your followers. This means that the more interaction your post has at the very beginning of its life, the more likely it will be shown to more of your followers, and hopefully potential followers. Hitting your audience at the best time is very important for such an flooded market like Facebook.
Best Time to Post on LinkedIn
Days: Tuesday, Wednesday or Thursday
Time: 11:00am until 1:00pm
Type: Business articles and topics of industry conversation
It makes sense that the best time to reach potential business connections is during business hours. However, the best is when they're on their lunch break in the middle of the week. People are usually too busy on Monday to check social media very often - and they're probably spending their break time over on Facebook most of Friday. Your best bet is to reach them in the middle of the week when they're focused.
Best Time to Post on Twitter
Days: B2B Monday - Friday B2C Wednesday - Sunday
Time: 12:00pm 5:00pm or 6:00pm
Type: Photos and links
Twitter is one of the only social networks where users see every post from their entire following. This makes reaching your building occupants even more difficult - because their feed is rotating at such a high rate.
If you’re the facility manager for a university, apartment complex or at an office building, stick to the recommendations for B2C (business-to-consumer). You’re probably going to want to reach individuals as opposed to entire companies.
If you run your own facilities management company, or primarily interact with corporate offices and the C-Suite, stick to the recommendations for B2B (business-to-business). Your messaging should reflect when these individuals are at work.
When Timing Doesn’t Matter
Planning your social schedule is helpful when you’re managing a busy facilities management department, however it should be noted that scheduling something in advance won’t always be the best coarse of action.
1). During an Emergency
Of course when there is a state of emergency near or within your facility, it should always be your top priority to communicate safety information to your building. By using social media in real time, you can keep tenants informed when it matters most.
2). During an Activity
If you’ve attended an industry conference or there’s a holiday party going on after hours, don’t be confined to posting during the “recommended time slot”. There’s always exceptions to the rule, and tweeting and posting during the actual event will help your social accounts feel present and relatable.
3). You've Had Success Otherwise
You know your audience better than anyone. You know the students on the university campus or the workers in your office building. No amount of statistics or research is going to argue against your own personal experience. If you find you have better success reaching students about the closed road near the library at 9am on Saturday by all means keep it up! The above sections are merely suggestions, and it will take a bit of trial and error for you to find the perfect timing for your own FM department's pages.