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Eighty-eight percent of rapidly growing small and midsize businesses use social media. If you’re reading this blog post, you’re probably one of them! As we wrap up our set of infographics covering content marketing best practices (see parts one and two), it’s time to think about how you’re targeting your business’ ideal demographic through social media.

When are you most likely to get distracted at your computer? Or quickly scroll through your phone to check Twitter or Facebook while in line at the store? Did you know that people share social media content 49 percent more on weekdays?

While you might think that social media use peaks over the weekend when people have more free time, that’s not the case — many take a break over the weekend when they’re not at their desks and surrounded by electronic devices.

One report from Social Media Today found that sports content gets clicked four times more on Mondays and Tuesdays, but has the lowest click rates over the weekend — probably when everyone’s at the game. Meanwhile, food content is 10 times more likely to get clicked on Thursdays than Saturdays.

Those examples can help you think about how you connect with your clients and customers through social media. By tailoring your content to anticipated needs, you have a better chance to make a meaningful connection that gets your content shared and remembered. Take the food-content statistic. On Thursdays, people who love to cook are probably combing through their recipe bookmarks and pins, looking for a new dish to try over the weekend. On Saturday, without the pressure of the workweek, they’re not scrambling to find those recipes — instead of browsing social media, they’re already cooking!

While you’re thinking about how your customers are using social media, have you considered which tools social media channels they prefer? A quick look at the demographics for each of the major social media players can help you fine-tune where you post your social media messages.

Pinterest and Facebook have begun to cater to older crowds, with higher rates of use in the 35+ and 65+ demographics, respectively. Twitter is most popular with the 18-24 group, but is growing in older demographics as well. YouTube, Tumblr, and Snapchat have much younger audiences ranging from 18 to about 30.

Above all, remember that posting frequently is key to getting your message seen by your fans and potential customers. About half of businesses, whether B2B or B2C, post to social media accounts several times a week or even daily.

Check out the infographic for more on social media best practices. If you need help making a social media marketing plan for your business, contact a SCORE mentor

About the Author(s)

Bridget Weston Pollack

Bridget Weston Pollack is the Vice President of Marketing & Communications at the SCORE Association.

Vice President of Marketing & Communications, SCORE
Content Marketing