Subtle shifts in how and when you share social media content can make a big difference in your engagement with patients and prospects.
A recent study by content platform, Compendium, examined 200 companies’ social sharing statistics. Here’s what they found for business-to-consumer content:
- Ideal message length
- LinkedIn: 21-25 words
- Twitter: 1-5 words
- Using a question mark
- LinkedIn: 45% fewer clicks if include a ?
- Twitter: 52% fewer clicks if include a ?
- Using an exclamation mark
- LinkedIn: 27% more clicks if ! is used
- Twitter: 8% fewer clicks if ! is used
- Using hashtags
- LinkedIn: 20% fewer clicks if hashtag is included
- Twitter: 82% fewer clicks if hashtag is included
- Using a number
- LinkedIn: seems to have no real effect one way or the other
- Twitter: 3.5% more click if number is included
- Best time of day
- LinkedIn: 9 a.m. – 11 a.m. and again over the lunch hour
- Twitter: 10 a.m. – 2 p.m.
- Facebook: during the lunch hour and the late afternoon
- Part of the hour
- LinkedIn: fairly even, but avoid sharing content 10-15 minutes into the hour
- Twitter: top and bottom of the hour
- Day of the week
- LinkedIn: Monday
- Twitter: Monday and Wednesday
While it’s fun to see stats like these, I still think it’s important to use this as a starting point and do your own testing. But this study does drive home the point that it is important to include metrics like these in the evaluation of your social media strategy. Several of these items are imperatives in developing a social dashboard.
And, don’t forget. Great content still rules. Sending irrelevant messages will never work – no matter what time or day of the week.
*B2B stats vary significantly. See the study for more details.