By Sterling Morris
Many social media experts encourage social media managers to post their content during optimal high-traffic times. I’ve heard some say 9 a.m. until noon is best for Facebook. Others say anytime between 5 and 10 p.m. is optimal. These suggestions are based on aggregate social media network traffic. I.e., social media analysts have attempted to identify peak traffic times each day where the most number social media users are using social media. The logic is that posts sent out during peak traffic windows will be seen by the most number of users.
The problem with the approach of sharing content during peak hours is that different groups of social media users use social media during different periods of time each day. People who are vocally interested in health foods might discuss said subject most frequently at 10 a.m. whereas those interested in dog care might be most vocal at 9 p.m. In this example, a pet store would be wise to send out tweets about dog care around 9 p.m. rather than 10 a.m.
Social media managers should pay attention to when their target audience is most vocal on social media.
We have tried to take the guess work out of this problem at PoliticIt. Our PoliticIt Campaign software allows users to search for the most active posting times based on a topic. For example, a Utah politician could search for the hashtag #UtPol and could quickly see that 2 p.m. is currently the most popular time to speak about #UtPol or Utah politics. As a result, this tool allows users to reach their audience during their audience-specific peak times.
We will be granting a free 15-day trial to PoliticIt Campaign shortly. Stay tuned for updates on its release.
PoliticIt provides It Scores on political races. An It Score measures a politician’s digital influence. It Scores have correctly predicted more than 700 election outcomes in 2012 with 91% accuracy indicating that digital influence seems to correlate with election results. PoliticIt will release Politicit Campaign in early 2013 — software that will enable politicians to access their daily It Score and monitor their digital influence. Contact Sterling at Sterling@PoliticIt.com to become a beta tester of PoliticIt Campaign.