eMerge Blog

To Post, Or Not To Post?

Posted February 6, 2013

Interactive marketing isn't just about the fancy designs and templates you can do to visually brand yourself online, it’s also about what you are posting on your channels like Facebook, Twitter & Blogs. One of the biggest mistakes that brands make is posting too much. In fact one study showed that, 73% of online users say they will unlike, or unfollow, brands for posting too frequently. Another study showed that 54% of individuals unsubscribe from email newsletters due to being flooded by content. So where is the happy medium? We’ll help you answer that and other questions for you today.

So, first off…

What makes a post good? Well, “good” is kind of deceiving in its title. You might think a post is good, but your audience may have a completely different opinion. It really is about the amount of interaction you get. On Facebook, Likes are the big seller. 79% of all interactions on Facebook are Likes, which also create more exposure for your post. On Twitter it’s re-tweets, on your email it’s how many times it was opened & clicked, and with your blog it’s how many times it was shared on social, visited or commented it received. Hopefully that gives you an idea of the response a “good” post gets; lots of interaction.

Good But what are good things to post? Well, as a rule of thumb on Facebook, images & conversational posts get the most interaction, because 1 - people love to share and comment on pictures, and 2- social media is all about the conversation. Share things that are relevant to your business; products, services, accomplishments, testimonials, staff bios, etc. You are online to engage your audience, yes, but you are also there to make money. You can’t expect the average reader to make a purchasing decision on what you offer if you haven’t shown them what it is.

Another great genre for posting is industry-related news. Real estate is a great example of this because when you can share the good news of the housing market improving, you plant that seed of interest in your reader’s minds. “Oh, my options are opening up, maybe now would be a good time to look into a new home.” – Imaginary Audience Member.

Bad Often times, business owners or professionals make the mistake of posting a lot of personal information and stories on their channels that, while amusing to themselves, don’t really attract a crowd. There is a fine line to be aware of. On one hand posting a short story about how you were able to help a client in need is great, on the other hand, telling the world how your cat threw up in your laptop bag may not be the best decision ever. Remember to keep your posts separated. Keep the baby pictures & personal complaints on your personal profile… Unless of course you run a baby boutique, then by all means post the babies!

Plan it out

You have some great channels at your disposal. Facebook, Twitter, Email & Blogs leave virtually no audience unavailable. But you need to approach them differently. Email is fantastic for promotion, information & directing readers to more information on your website & other channels. Your blog is great for information, collecting contacts & boosting SEO. Facebook & Twitter are fantastic for engagement, promotions, spreading content, and driving traffic to your website & blog.  It can all work together to bring in more contacts, customers and cash, but make sure you have a plan in place so that the message you place into each channel does the job you intend for it to do, otherwise you might end up with potential customers hitting a bunch of virtual dead-ends.

When are the best times to post? Each channel has different times and days that are “optimal” for posting & generating engagement, so let’s touch on each one.

Email: It’s still King, but not on Monday & Friday. Studies show that Tuesday – Thursday yields the highest open/click-through rates, and then mostly in the afternoon.

Facebook: The best time for businesses to post on Facebook is between 1pm – 4pm. Traffic tends to build up towards mid-day, but the “peak time” on Facebook has been shown to be around 3pm on Wednesday. Weekends are also a hot traffic time because, what else are people doing on weekends?

Twitter: Twitter users are a little more consistent. Friday is pretty much the only day where users are not engaging as often, but the best times to post are still between 1pm – 4pm, after that traffic begins to fade.

Blogging: Blogs are almost the complete opposite of their social media counterparts. The peak time for blog viewing/commenting/linking is in the morning between 9am – 11am. Also, the day with the highest views is Monday, and the day with the most comments is Saturday.

Ultimately, Look At Your Own Results Now I want you to take everything I just said about “peak times” with a grain of salt. Why? Because no one has come to a final consensus on what really is the best time across the board for any channel. The numbers are generalized, and in the end it comes down to what is the most successful for you as a business. The best thing you can do is test it out. Try posts on different days, different times, and with different content. Then take a look at your data, what do the numbers tell you? If it works, continue, if it hurts, stop. Your business is unique, and your audience is unique. Follow the numbers and you’ll do just fine.

Wrapping It Up The hardest part about engaging posts is the execution. That’s why eMerge allows you to connect all your channels, plan out your strategy, schedule your content, coordinate your efforts & measure your results; all in a single, simple platform. Don’t let work hours restrict you from posting on weekends, and don’t drive yourself insane trying to manage 20 different online channels at once. Let eMerge do it for you.

Interactive marketing is all about engaging your audience online. Don’t let obstacles like time, money or resource stop you from growing your business into the vision you have for it. Let eMerge show you how to easily engage everyone.

To find out more about the eMerge platform, visit our website at www.easyemerge.com, or www.realemerge.com for real estate professionals. You can also give us a call at 888.639.9323.