Advice for Agents: Social Media Marketing – Who, What, When

The prevalence of mobile technology has transformed the way companies approach marketing. It has forced companies to rethink advertising of their services. For marketing campaigns to be effective, the message must reach the right people, at the right time, in the right way.

A great website and social media profile are vital to your company’s business success. Consumers want to be comfortable about doing business – they need to know what you are all about and what you are doing.

It is vital to know your audience. Social media usage differs according to gender, and depending on your target audience, there may be a specific site and time that is right for your business.

Regarding gender breakdown, here are some facts from the 2015 Pew Research Center data:

77% of women use Facebook vs. 66% of men.

44% of women use Pinterest vs. 16% of men.

31% of women use Instagram vs. 24% of men.

LinkedIn usage is equal between men and women (26% vs. 25%)

25% of men use Twitter vs. 21% of women.

Pew also tells us that 20% of male users utilize online sites such as Reddit, Digg or Slashdot, compared to 11% of women.

In addition to knowing on which social sites to advertise, it is also important to know the right time of day to make the biggest impact. HubSpot reveals the best time for posting on the following sites for maximum exposure.

Facebook: 12 pm – 1 pm on weekends; 3pm – 4pm on Wednesdays; 1 pm – 4 pm on Thursdays and Fridays.

Twitter: 12 pm – 3 pm Monday through Friday; 5 pm – 6 pm on Wednesdays.

LinkedIn: 7:30 am – 8:30 am.; 12 pm and 5 pm – 6 pm on Tuesday, Wednesday and Thursday and 10 am – 11 am on Tuesday.

Pinterest: 2 am – 4 am and evening hours daily; 5 pm on Friday; 8 pm – 11 pm on Saturday.

Instagram: Any time day and night Monday through Thursday, except 3 pm – 4pm.

For maximum effectiveness, online marketing should be quick and message-driven. Users are eager to get content in quick messages. Therefore, make your marketing message clear and succinct.

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