Over the past several years, I have noticed an increasing number of marketing related job postings that involve social media marketing in the job responsibilities and also require experience in this particular area of marketing.
As a digital marketing specialist, it is encouraging to realize companies are quickly adopting social media marketing as a channel to improve their engagement with online users. At the same time, it is also important to note that social media marketing should be an ongoing marketing effort that should not be restricted only within office hours of operation.
In fact, Facebook engagement is at the highest during the hours outside of regular office hours, according to a recently published a statistical research article by Buddy Media. The report indicated 3 peak periods with the highest Facebook engagement: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST).
While marketing professionals are working hard to keep their social media channels updated with new posts and promotions, it is very likely that visitors and followers may not notice the new updates until after work or early in the morning on the next day.The statistical report also indicated that social media activities are most active during weekends for certain brands.
Marketing messages are most effective when the right message is sent to the right people at the right time. But how can companies and marketers continue to keep their customers engaged around the clock? Outsourcing the management of social media strategy could potentially lead to disasters.
Since many larger organizations have a division or individuals assigned to be responsible for the organization’s social media marketing, they will need to be provided with a smartphone with Internet access and push notification to check and respond to the organization’s social media activities in real-time.
This means that companies may be moving toward an era in which marketing professionals need to be assigned for on-call duties during after hours and weekends to ensure at least one employee is monitoring and responding to social media activities at all times. It is also important to identify the decision maker(s) within the organization for on-call marketing staff to report to when there are social media marketing activities that strikes as warning for potential negative impact.
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