One of the main ways to capitalise on how well your Facebook page is performing is timing. If I’m running a news site aimed about a football team, the fans visiting my Facebook page will most likely be on match day and just after the game has finished. By announcing new website content to coincide with this is I have increased my chances of them then clicking through to my website to read the full story.
Keep in mind who your audience is and when you are most likely to reach them. You’re likely to have a range of genders and ages who like your page, if you’re writing content aimed at a particular group schedule that content to fit that audience. If I had a post that was aimed at teenagers I wouldn’t want it to go out during school hours. Knowing what to post when isn’t set in stone as everyone’s audience will react differently. Try scheduling similar posts at different times of the day (am vs pm) or different parts of the week (weekday vs weekend). Engagement patterns will help with knowing when to post.
You can gain some idea who your audience is by using the insights provided by Facebook. Once you are logged in as admin on your page, click on the see insights button to the top right. This will bring up an overview page. The last tab called people splits your audience into gender and age brackets.
This example page shows that the biggest audience is women aged 35-44 with the smallest audience being men aged 13-17. From this page we can also view who is engaging with what we post.
So although our greatest page likes come from another group it is actually women aged 45-54 who are more engaged by what we post. Although knowing what to post when won’t always be an exact science, insights give you a good starting point to understanding your audience.
Scheduling is also great to ensure you are targeting the right location at the best time. If a publisher’s traffic was split between the USA and UK and they were receiving a higher CPM for their USA traffic, they should schedule more posts to be in line with their time zones. Management systems like Hootsuite enable you to upload a number of posts and will post them on your behalf to at peak time zones without you needing to be near a computer.
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