Social media publishing tips: When, where and what?

With so many channels and so many audiences, it is important to ensure you are distributing the content efficiently, or you run the risk of falling at one of the most important hurdles.

One Size Does Not Fit All

You know those studies out there that proclaim to tell you what is the best day and time to post to Facebook or Twitter to achieve maximum engagement? Forget them. You and you alone will know what works best for your audience, especially if you are properly reviewing your social listening data. Your audience may engage the most on weekends. And global companies need to take multiple time zones into account.

Cadence Consistency

One of the biggest mistakes brands make is not establishing a consistent rhythm of publishing. It is vitally important to have a consistent message going out via the social media platforms that work best for you and your brand.

Platforms Aplenty

There is a veritable plethora of social media platforms to use, including the big boys: Facebook, Twitter, and LinkedIn. The key is to know what platforms work best for your audience—what platforms help you achieve your goals. Don’t dive right into Snapchat for example if it isn’t right for your audience. Test it out. But if it’s not the right fit, it’s not the right fit.

Be In Sync with Marketing

A huge part of social media publishing is to share content that your company created. And the best way to do that is to ensure your social media publishing calendar is aligned with all content and demand generation marketing objectives. This is key to an efficient flow of brand awareness as it means your audience is seeing the same message, at the same time, at every touch point.


Metrics and social media can be complicated. But they don’t need to be. Just determine what key performance indicators (KPIs) matter to you most in terms of aligning with your overall goals and go from there. If over time, your KPIs change, fine. Then change them and measure and track accordingly.

Mobile, Mobile, and More Mobile

According to comScore, 70% of all time spent on social media channels in the UK is logged with a mobile device. This should come as no surprise. In today’s market your website and blog should already be optimised for mobile, but make sure your share buttons are too.


When it comes to publishing don’t force your content onto a platform that your audience isn’t engaging with and tailor distribution times to suit them, rather than just adapting to results gained by general research data. Keep your strategy consistent, from the amount you are posting to the level and aims of the KPIs, and ensure all content and demand generation marketing objectives are aligned.

Article written by: Sylvia Jensen