Social Media Research

B2C Facebook Results Are 30% Above Average on Sundays

 B2C Facebook Results Are 30% Above Average on Sundays

Last week I did a Webinar with my friends (and Convince & Convert sponsors) Argyle Social about social media timing. I use Argyle Social to send most of my tweets, Facebook and Linkedin updates et al, and the guys at Argyle (which specializes in advanced metrics and social reporting) agreed to put some of my crazy theories to the test.

We uncovered a great many interesting factoids, and even some “non-advice’ including the finding that if you’re a B2B company what day you tweet (within the work week) is irrelevant.

The big take-away (I hope) from our Webinar is that AVERAGE PEOPLE CARE ABOUT AVERAGES. Listening to some huge survey that says “on average, the best time to tweet is 2pm Wednesdays” is a mockery in stereo. First, that data is totally bogus, and whomever propagates that crap should know better. Secondarily, YOU should know better. The reality is that YOU need to determine what’s right for YOUR COMPANY.

As we talked about in the Webinar you need to create a defined hypothesis, and test that hypothesis with enough data to be significant statistically, while ensuring that you are not changing more than one variable at a time. Easy? Nope. Important? Yep.

Social media success is exiting the era of sympathy, and entering the era of science. Are you ready?

The reality is that your results may vary. However, one finding that we uncovered in the research is that there may be a large opportunity for B2C marketers on Facebook on Sundays. We found that few companies publish status updates on Sunday, yet engagement (clicks divided by audience) is 30% higher that Saturday, and even higher that than versus weekdays.

I know your community management team may be at church and/or gorged on buckwheat pancakes and apple-smoked bacon, but this data from Argyle Social suggests that you need to try Sunday Facebook posts, even if they are staged in advance. (recording of the Webinar available at: this link.

Which of our findings did you find most interesting?

Related
  • http://www.sheilasguide.com/ sheilas

    This is another reason we recommend that tourism and hospitality staffs….and not just the marketing people, either….learn to take good photos to send from their phones. If you are out and about on weekends anyway (at festivals, events or just around town) you can keep your Page lively with of-the-minute content that is both visually appealing to your supporters, and easy to create.

    Or, you can pre-post broadcast announcements that are often boring. :)

    • http://www.convinceandconvert.com JayBaer

      @sheilas Absolutely. And with Instagram and other tools, you can do some great on-the-fly stuff.

  • nikkimartinpr

    @moelnadi Thx for the RT! // B2C Facebook results 30% above average on Sundays (+ other great #SocialMedia stats) http://t.co/mNCAhTLz

  • http://www.bolderimage.com/ bolderimage

    Great insight on the statistics (and graphs, very visually pleasing). I think my favorite comment that you made is: Secondarily, YOU should know better. The reality is that YOU need to determine what’s right for YOUR COMPANY..

    I couldn’t agree more!

    • http://www.convinceandconvert.com JayBaer

      @bolderimage Thanks. I appreciate the comment.

  • SamWigginton

    Be careful with third-party automated updates on Facebook, though. Apparently automated updates garner 80% less engagement from fans because Facebook downgrades their priority in EdgeRank and also collapses them in the newsfeed.

    http://edgerankchecker.com/blog/2011/09/does-using-a-third-party-api-decrease-your-engagement-per-post/

    • http://www.convinceandconvert.com JayBaer

      @SamWigginton Yes indeed. Very true. However, most of this data was collected before that became an issue.

    • ericboggs

      @SamWigginton Good point, Sam. Argyle is actually doing a webcast with the fine folks at EdgeRankChecker in December. Details soon.

      Eric Boggs

      CEO, Argyle Social

  • nacotteer

    @Timothy_Hughes なこなこ!

  • CathyPresland

    @jaybaer oh no you got taken over by the halloween scary monsters ;-)

  • http://cathypresland.com/entrepreneur-test/ CathyPresland

    Really interesting Jay. I’m B2B but lots of my clients and audience is B2C – very helpful for them

    Cathy

    • http://www.convinceandconvert.com JayBaer

      @CathyPresland Some interesting B2B findings (or lack thereof) too, I thought. See the slides.

  • markwschaefer

    Thanks for bringing a little rationality and intelligence to the “science of social media” scene. Keep it coming Jay.

    • http://www.convinceandconvert.com JayBaer

      @markwschaefer Thanks Mark. @argylesocial did all the heavy lifting on this. They do it right.

  • jaybaer

    @WrittenbySumer @MarkwSchaefer Thanks. All the credit to @argylesocial

  • markwschaefer

    @techguerilla Are you breathing again? : )

    • techguerilla

      @markwschaefer still hoarse, but yes :)

  • gardenbeet

    maybe people are using facebook on Sundays cause the marketing people are NOT!

  • natmich

    Smart thoughts, Jay! Post and man the desk for when the audience is active and listening. Facebook always seems to turn into an online watering hole Sunday nights so wasn’t surprised to see how popular a time that was to reach consumers :)

  • Management Direct

    Very interesting stuff. These are questions that we so often get and it brilliant to backed up here on the use of ‘it depends’. Should be followed by ‘we must test it and find out’ I think. Not always what people what to hear but definitely what they need to hear. I am going to share this with our readers at Management Direct. Thanks. Brian

  • Management Direct

    Very interesting stuff. These are questions that we so often get and it is brilliant to be backed up here on the use of ‘it depends’. Should be followed by ‘we must test it and find out’ I think. Not always what people want to hear but definitely what they need to hear. I am going to share this with our readers at Management Direct. Thanks. Brian

    • ericboggs

      Steal a nugget from Jay: “I don’t know the answer, but I know how to find it.” :)

      • Management Direct

        Hi Eric thanks for the comment. Definitely a good line to take. Great piece of original research. I particularly like that you are both guiding people towards finding what works for them. Takes more work but that’s life! @ericboggs @jaybaer

      • Management Direct

        Hi Eric thanks for the comment. Definitely a good line to take. Great piece of original research. I particularly like that you are both guiding people towards finding what works for them. Takes more work but that’s life! Brian. @ericboggs @jaybaer @ericboggs

  • brandcottage

    @2cre8 Thnx Kathy and hope you are doing great!

    • 2cre8

      My pleasure Patricia! Doing gr8 here! Hope you are too! ;D RT @brandcottage: Thnx Kathy and hope you are doing great!

  • argylesocial

    @GetIT Hey over there in Singapore! Thanks for sharing our infographic. :)

  • SemBarista

    RT @DebWeinstein NEW Research! #B2C #Facebook Results 30% HIGHER on Sunday & other Fascinating Facts > http://t.co/lopr3Gnr #pr #li #sm #cmo

  • brandcottage

    @kushalsanghvi TY for that! :)

  • http://ShesConfident.com/ JeannieSpiro

    Good information to know. I felt that I didn’t want to “bother” my fanbase on the weekends but have been noticing engagement is better then too.

  • SocialGamePlan

    Could the click rate be higher because there aren’t as many updates, and so it’s a bit easier for companies who do make updates to break through the “noise?”  Or is it that consumers are actually spending quite a bit of time on social networks on Sundays?