No matter what the ultimate goal may be, social starts with fans and thus we all are left vying to get the attention of the same consumers; a race for the like. For most brands this comes down to simple statements: “like us”, “follow us” with perhaps with a line or two about the coupons, deals, or information fans will get for their action. It’s hardly a compelling sell.
Bigger pages, more followers, conversations on the wall… The more mainstream social has become, the more it seems that campaign goals have shifted to what’s done on the pages, profiles and realms of companies. But in the same way we have learned (or are learning) to look past social stats as a measure of success, we must look past our channels as the place where conversations should take place. Social is after all not about us, even if it’s about us… Continue reading
There’s a board on Pinterest collecting nothing but infographics of research on the best time to post to Facebook, Twitter, Pinterest and the rest of the “social web”. Survey after survey, sliced & diced in a dozen ways; some line up but there’s no consensus. Search Quora’s social category and you’ll see the question littered through the results as it’s asked and reasked for every network and every new season. People want an single answer, a best practice to run with, but in truth there is none.
Simply put every survey result is different because every company measured is an outlier. It doesn’t matter if you’re talking just to retailers, they will have different audiences. It doesn’t matter if you narrow down to 5 youth focused, mall-based, clothing stores; they still have different flavors of customer, different marketing or simply different teams. When you ask for a “best” the response is always going to be generic and when you’re talking about something intended to get visibility, engagement, and a response, generic does not suffice.
This is not to say we should go out and post blindly but rather that the best practice must be relative: to you, your brand and your customer. Continue reading