We’ve talked in class on how time is very important when it comes to posting on social media. This concept has never been so apparent to me then while I was traveling internationally for Wharton to China and Thailand. Stefan Frank, Wharton’s Director of Social Media was responsible for all of Wharton’s social media platforms before, during and post event execution while in China and Thailand. As you may know, time in both locations proves to be a challenge. Beijing, China, at the time of our event was 13 hours ahead of the US, Bangkok, Thailand as 11.
When is the “right” time to post to not only capture the live, on location audience, without missing our at home US followers? I am not sure there is one right answer to this question, as many social media related questions, it depends on your audience.
This short article by Fast Company shared The Best (and Worst) Time to Post on Social Media through a great info graphic.
They break it down for us – the best time, peak time and the worst time. I was surprised to see that the best, peak and worst time varied depending on the social media outlet. It seems to depend on if the site provides more social or professional connection. For example – LinkedIn – no one is checking it on a Friday or over the weekend, but Pinterest best time is on Saturday’s, when people may have nothing better to do! 🙂 It seems clear that lunch time and afternoon is a key time for many of these applications. Posts seem to encourage people to get over that afternoon slump they may be having.
The author refers to the obstacles we faced while traveling internationally – we have a local audience we want to reach, but we also have followers that may or may not see the posts if posted on the local China/Thailand times.
“One consideration worth noting when scheduling your content is how different time zones could play into your timing. It might be worthwhile to base your post timing decisions on what time zone your largest demographic falls into.”
What seems to be helping are the platforms that offer a timed posting, or a re posting setting so both audience’s can be hit during their “peak” or “best” times. With social media having such a global reach, I think this timing issue may continue to be a road block until all platforms can support this multi-cross time zone audience issue that international organizations are being challenged with.
QuickSprout offers a service to provide help with defining when is the best time for you to post on social media based on your site URL – http://www.quicksprout.com/pro/