When to post, and for which audience ? Craig Van Korlaar, owner of topnonprofits.com (a « place to publicly learn from and with the best nonprofit organizations & leaders ») produced a social media posting guide. He asked Pegasus Data to provide a french translation.
Click to enlarge :
Find this resource on it original page : Social media posting guide.
UNDERSTAND your audience
Know your target audience(s)
Tip: Get specific. Create personas.
You’re busy. So are they.
Don’t waste your time or theirs.
It’s not all about you
Show interest in needs of others not just yours.
Do unto others…
Others like mentions @ RTs as much as you.
Limit the pleas for help
Ideally keep this below the 10% mark.
Respond within 24hrs. Aim for less.
PLAN your content
How much time do you have?
Be realistic. Block out time. Stick to it.
Monthly: content strategy
ID what’s coming up. Schedule campaigns.
Monthly: key messages
Define key messages for campaigns & events.
Use an editorial calendar
Download a free one at topnonprofits.com/edcal
Weekly: batch content creation
Maximize time. Minimize mental gear shifts.
Scheduling posts in advance OK
Tip: vary timing slightly and avoid :00 and :30.
Check feeds at least 2x per day
If only 2x, then mid morning & late afternoon.
How will you measure success ?
Tip: set measurable goals. Track progress.
FACEBOOK Best practices
Think headline, not article
Get attention. Then add ?, action, or link.
Post every other day
Best frequency to get and keep likes.
A picture is worth 1000 words
Tip: limit depressing ones.
Tell good stories
Less statistics. More stakeholder stories.
Use analytics with your links
Insight, good. Dashboard obsession, bad.
TWITTER Best practices
Don’t treat it like Facebook
Vary content & don’t auto-post between.
Post at least once a day
More is better and vary time slightly.
Space out your tweets
No more than 1/hr (excluding @replies).
Best CTR : 8-9am, 2pm, 5pm, 3pm
(test yourself) Bad: 1am-7am, 10am-1pm, 6-7pm.
Best RTs: noon-4pm
(test yourself) Bad: before 10am, after 7pm.
Tweet on the weekend
Less busy means greater CTR but less RTs.
Keep it short and sweet
Below 125 characters allows manual RTs.
Don’t be a downer
(+) tweets shared 34% more, (-) 13% less.
Place links early (1/4 mark)
Highest probability of CTR. Very end OK also.