Best Times to Post to Facebook

Clients ask me all the time “what are the best times to post on Facebook?” Here is the magical answer, “I haven’t got a clue.” Why don’t I have a clue you ask? Because I don’t know your audience and that fact is the most important one when deciding when to post.

So, how do you get to know your audience? First, look at the data you already have. If you have had a Facebook page with over 30 fans you’re collecting data on each fan and that data shows up in your Page Insights. Insights have been greatly improved and the format changed recently so go here  and get a copy of Facebook’s guide to understanding them (just under the graphic, on the right). You may also want to download the other guides available at that link and bone up on your Facebook marketing all ‘round.

If you are new to Facebook and don’t yet have an audience you will have to take a slightly different approach – Decide who you want your audience to be and set about attracting them. Use at least 3 characteristics to describe them – age, location, earnings, career, kids, lifestyle, etc. and based on that, make an educated guess when you think they will be on Facebook – yes, I said guess. Then test those times for engagement.

For instance, if your product/service appeals to women between 25 and 35 there is a good chance they have small children – marketing to them before 9pm might be a waste of time, because they are likely preparing meals, guiding through homework, organizing for the next school day and maybe even packing lunches – that woman checks Facebook from her laptop, when the kiddies are tucked in, while she watches her favorite show – after 9pm.

Smart business users of Facebook watch carefully to determine the times their audience is engaging with their content – over time their audience tells them exactly when to post.  And for those of you who think you have it down, there is one caveat, Facebook changes like a winter day in Newfoundland so make sure you check your data occasionally to determine if your audience may have shifted, especially if you see a drop in engagement.

Now it’s your turn – How did you decide when to post, or are you still working on it? Have some tips to share? I’d love your feedback – Thanks!

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