This Is Why Social Media Best Practices are Killing Your Campaigns

by | Sep 14, 2017

In the new mil­len­ni­um, incred­i­bly com­plex top­ics can be sim­pli­fied into Buz­zfeed arti­cles like The NSA In 60 Sec­onds: Every­thing You Need To Know About The Top-Secret Intel­li­gence Agency, or Every­thing You Need To Know About The Con­spir­a­cy The­o­ry that Tay­lor Swift Is The Clone Of A For­mer Satan­ic Leader (we’re not kid­ding).  

Things aren’t so dif­fer­ent in the dig­i­tal mar­ket­ing world, espe­cial­ly when it comes to social media best prac­tice guide­lines. Just how the arti­cles above sim­pli­fy nuanced top­ics, best prac­tice guide­lines don’t always account for dif­fer­ences across indus­tries and indi­vid­ual com­pa­nies.

For exam­ple, let’s say you find a fan­tas­tic info­graph­ic that tells you 3pm on Thurs­days is the best time to post to Face­book. The stat would be backed up by data analy­sis ran on 1.5 mil­lion Face­book accounts over a 6-month period—pretty com­pre­hen­sive, right?

Per­haps on the sur­face. 1.5 mil­lion accounts is sure­ly a large sam­ple, but it tells us noth­ing of the demo­graph­ic break­down. If your com­pa­ny sells make­up and 67% of the sam­ple was men, this info­graph­ic isn’t too rel­e­vant to your busi­ness. If your com­pa­ny works with busi­ness exec­u­tives but the sam­ple was pre­dom­i­nant­ly 18–25 year olds, always post­ing at 3pm on Thurs­days may not get you the best results.

Unfor­tu­nate­ly, many best prac­tice arti­cles don’t tell you the demo­graph­ic details of the stud­ies they cite. Since it’s so dif­fi­cult to deter­mine the extent to which best prac­tice guide­lines apply to your busi­ness, you should always take them with a grain of salt. While these guide­lines are cer­tain­ly great start­ing points, you need to look at your own company’s data to make posts at a tru­ly opti­mal time.

Using your company’s data to find the best time to post is as easy as down­load­ing an app. “Best Time to Post” (a cus­tom Domo app built by Search Dis­cov­ery) pulls inter­ac­tion data from your past Insta­gram, Twit­ter, and Face­book posts to deter­mine — you guessed it — the best time to post to each chan­nel:

All of this infor­ma­tion is pre­sent­ed in an ele­gant dash­board, mak­ing it easy for you to not only orga­nize your data, but actu­al­ly imple­ment it in your social media strat­e­gy. Don’t you love it when data turns into busi­ness impact?

It goes with­out say­ing that social media mar­ket­ing is the fur­thest thing from hard sci­ence. But by lis­ten­ing to your organization’s data, you can make it more exact. At Search Dis­cov­ery, we get excit­ed about help­ing com­pa­nies make data-dri­ven deci­sions in every part of their orga­ni­za­tion. Whether you need to know when to Tweet or where to source qual­i­fied leads, we can help you lever­age dig­i­tal intel­li­gence for max­i­mum impact. Give us a hol­la!