What Social Posts Perform Better? Analyzing TTP’s Social Media Efforts

Social media can be a useful part of any online marketing campaign but only if it’s used to its full potential. Discovering what works and refining your strategy can take a lot of time and effort, and there’s no one-size-fits-all solution that’ll work for every business. Nevertheless, Turn the Page thought we’d share some of our thoughts after analyzing our own social media efforts from Twitter and Facebook. Take a look and see if any of our results could help give your social media campaign a boost!

When analyzing social media, it’s important to establish some parameters: what’s the time period you want to measure, how are you going to measure your success, and what are the characteristics of the social media platform you’re using? For this specific blog post, we analyzed our posts for Facebook and Twitter over the course of the past six months. We labeled our most ‘successful’ Facebook posts by overall impressions, which is the number of times our posts were viewed on Facebook. We label our most ‘successful’ Twitter posts by overall impressions and by overall engagements, engagements being the number of times someone interacted with your tweet, either by clicking on it, retweeting it, liking it, etc.

What’s in a Post?

First things first, if you’re going to talk on social media, what are you going to say, and how are you going to say it? While promoting your website content and sending out business announcements are important parts of social media, many of our most successful social media posts were about our employees. Posts celebrating our team members or showing fun things happening around the office did well on Facebook especially. For example, here’s a post with a video showing our team unwinding on PowerPlay.

Example of facebook post feed integration

Customers will be encouraged to see that your business is full of people just like them, so don’t be afraid to strut your stuff and show on your fun side!
To go the extra mile on fun, be sure to put photos, videos, and other interactive elements into your social media posts. On Facebook, video posts did the best by far, with an average of 2,000 impressions, photo posts coming in second with an average of about 470 impressions, and posts that only contained links coming in dead last at an average of 360 impressions. That’s over three times more impressions for video posts! Twitter specifically contains a polling feature that allows you to ask your followers questions, then have them vote between up to four different options. Try to take advantage of the unique features offered by each social media platform to help engage your audience and hear what they have to say!

Early Bird or Night Owl?

Now that you know what you want to say, when is the best time to post? The shelf life of social media posts can be slippery to pin down, so finding the best time to post can help make a big impact on the initial reach of your content. This is also where the platform you’re working on becomes especially important, as specific times can vary a lot depending on how that platform is generally used.
For Facebook, our best posts were posted earlier in the morning or around lunch time, between the hours of 10-2. Impressions dropped pretty clearly if the post was sent before 8 a.m. or after 5 p.m. However, on Twitter, things were quite different. On twitter, posts that were sent in the late afternoon or evening, between 3-8, performed the best, at an average of about 400 impressions. Posting before 9 p.m. or before 2 p.m. leads impressions to drop by 10%, down to 370 impressions. Posts from 5-9 get seem to get more 10% more impressions, but if you post a couple hours earlier, people are twice as likely to engage your post.
While we didn’t analyze the effects directly, it’s generally a good idea to repost site announcements or content promotions on social media, in case your followers may have missed in the first time. For Facebook, Turn the Page usually waits about a week before promoting content again; since Twitter posts have a much shorter shelf life, we usually repost every 2-3 days over the course of a week and a half.

Be Social!

Surprise surprise! Turns out one way to do well on social media is to, well, be social! On both Facebook and Twitter, our absolute best posts came from reaching out to other accounts. Commenting on pop culture, giving a shoutout or thanks to another business, or getting involved in local events are all good ways to get people to notice your social media account. Specifically for Facebook, we found that posts that are related to current events can help get your page noticed by people that don’t normally like your page and can increase your overall reach and appeal. Here’s a post about our announcement to partner with the Shadow Buddies Foundation, our most successful Facebook post in the past six months.

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Here’s an example from Twitter when we reached out to professional soccer player Dom Dwyer during the Shadow Buddies Golf Classic.Screen Shot 2016-07-18 at 2.21.44 PM

Even if you don’t think tweeting at a celebrity or larger business will result in anything except getting ignored, don’t be afraid to give it a shot! Just remember to be careful around sensitive or controversial issues; social media faux pas don’t go away so easily.

For more advice on how to run your social media account, feel free to contact our experts at Turn The Page Online Marketing by giving us a call at (816) 527-8371 or (844) 889-5001 or visiting our office in Lee’s Summit

Author Molly Dillinger

Professional food consumer and amateur haiku enthusiast, Molly Dillinger is a summer intern here at Turn the Page. She is currently pursuing a Bachelor's degree in Journalism with an emphasis in Strategic Communications from the University of Missouri. Molly primarily works behind the scenes on SEO and keyword research, but occasionally pokes her head into blog writing and social media management.

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