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!