There’s something that shocks me about many of the social media services out there in our industry. How can they get away with managing and monitoring social media 5-days/week? Some of the best engagement happens on the weekends or late at night. These “magic times” on the platforms are exactly the moments that need to be harnessed.
It’s not just about posting. That part’s easy. There are plenty of tools out there that let you schedule posts to go up on the weekends. This isn’t enough, however, because social media often requires a much faster response than a day or two later. I remember posting something on a Sunday morning. The dealership was closed until 10am but we posted early in the morning about how many shoppers come to the dealership early to check out the cars before the sales team arrives. Someone asked a question from the dealership early that morning about a particular car. We answered their question and told them to have some brunch until we arrived. That afternoon, she came in and bought the car.
It’s a one-off example, but it demonstrates the importance of 7-day a week monitoring. You can see from the graph above that this particular dealership gets the most interaction on Sundays. Would this be possible if we weren’t there replying to their weekend comments and posting relevant content? Of course not! People don’t wait around. They don’t want to hear a reply on Monday. They’re ready to engage when they’re ready to engage and if you miss the opportunity, there’s a good chance you won’t have another.