I read an article yesterday on Mashable about the wrong and right times to tweet. Titled “Sorry, Marketers, You’re Doing Twitter Wrong” – it certainly caught my attention! Am I doing it wrong? Actually, no.
The article says that Twitter engagement rates for brands are 17% higher on Saturdays and Sundays compared to weekdays, but that most brands don’t take advantage of this and only tweet during the week. It goes on to say that on average, only 19% of brands’ tweets are published at the weekend.
Now, I have to argue that engagement rates for brands are best at the weekend. Sure, it’s very likely that overall engagement is higher at the weekends because the majority of people aren’t working and so they have more time on their hands to spend on Twitter. However, this doesn’t mean that this is when your target audience is using Twitter. If you’re targeting business professionals, they may not be using Twitter at the weekend, instead using their personal account to tweet about personal interests – the football, the crappy British weather, or how great that bacon sarnie was this morning.
So my point is, you know what’s right for your brand and you know your audience. How do they use social media? How do they tweet? Do they even use Twitter or do they primarily use another platform like Facebook?
Don’t waste your time broadcasting your messages into an empty room. Do your research first and you’re much more likely to get results.