You’ve opened a Twitter account for your business and you’re struggling to keep up. You’re already trying to keep up with the endless tasks on your to-do list — placing all the orders you need, chasing up late payments, and keeping your employees happy before you can even think about sending out a Tweet — oh, and you’ve got Facebook and Instagram to update too. Great.
Social media is too useful a marketing tool to simply ignore, yet perhaps too time intensive for small business owners to handle.
Time optimisation is crucial — which is exactly why we’re saving time with our own Twitter account by scheduling our updates.
By scheduling we’re also stopping our Tweets from decaying.
Tweets Are Prone To Decay
Because of the almost instant decay in the visibility of your Tweets, the days and times that you post are crucial. A study by Buffer found that early mornings are generally the best time to Tweet if you want to attract clicks, whilst favourites and Retweets are most common late in the evening and at night. Despite this, most Tweets are posted around lunchtime: between noon and 1 pm.
Of course all of this comes with a comprehensive list of caveats:
- The best time for you to Tweet will depend on your audience’s time zone. If your audience spans multiple time zones, you might want to duplicate your Tweets to arrive at the right time for each audience. Tools like Followerwonk can help you spot when your audience is online.
- The times that your audience is most active obviously depends on their lifestyle and schedule. Office workers have a very different day to mummy bloggers, for example. Ideally you want to be posting whilst your audience is in no-pressure work mode. In other words, they’re thinking about work, but not necessarily doing work.
- Just to throw another spanner in the works, posting at the busiest time of day might not even be the best option for your business, as the competition for eyeballs is so much higher. If you Tweet during quiet periods, your Tweets will have a longer life on the timeline and could attract more engagement as a result.
The takeaway from all of this is to start a schedule based on the best-educated guess you can make, and refine it over time as you get feedback from your audience and begin to notice engagement trends.
We use Buffer to help with scheduling as it gives you analysis on the times that have brought your best engagement historically, and then allows you to automatically schedule your Tweets to be posted at these times. You can select the frequency of your Tweets (once, twice, one hundred times per day), and any Tweets you drop into Buffer’s queue will be saved to automatically post at those times.
Hootsuite is a very popular social media management platform and has a free plan that also allows you to schedule your Tweets, although it doesn’t give you the automatic scheduling options that Buffer does.
Through a combination of these two tools we’re not only saving ourselves time, we’re also making extra time for improving the websites of our customers and their social media campaigns too.
By following our example we hope you’ll soon find more time to tick off the next line off your never-ending to-do list for the week ahead.
Will start scheduling your updates?
You can find more details on how to get the best out of your social media marketing via our new book Profitable Social Media Marketing: How To Grow Your Business