What Works in Social Sharing
Most blog administrators are also in charge of managing their company’s social media activities. This shows that many businesses are beginning to mature their views on content marketing. Content used to be leveraged in just a single specific channel, but these days marketers are realizing the great benefits and the need of spreading their content across several channels.
To fully utilize these multiple channels, social sharing needs to be optimized based on the type of business. Consider the following stats to better understand what does and what doesn’t work in social sharing.
Ideal social message length
B2B – 16 to 25 words is the ideal message length for LinkedIn and 11 to 25 words for Twitter.
B2C – 21 to 25 words is the ideal message length for LinkedIn and 1 to 5 words for Twitter.
Question marks in social messages
B2B – Messages on Twitter receive 39 % fewer click when a question mark is included. On LinkedIn messages receive an average of 25 % fewer clicks when there is question mark.
B2C – Twitter messages get 52 % fewer clicks when a question mark is included. LinkedIn messages will receive 45 % fewer clicks because of the inclusion of a question mark.
Hash-tags in social messages
B2B – On LinkedIn, messages get 56 % more clicks with the inclusion of a hashtag. On Twitter, messages receive 193 % more clicks when a hashtag is used.
B2C – In stark contrast, including a hashtag in business to customer messages has a negative effect, with clicks down by 20 % on LinkedIn and 82 % on Twitter.
Using numbers in social messages
It has been found that in LinkedIn messages the use of numbers has no real effect (positive or negative) for B2C and B2B.
Twitter messages will generate 50 % more clicks when using a number for B2B. Using a number in a Twitter message for B2C will lead to a 3.5 % increases in clicks.
The best hour of day to share content
Twitter users consume the most shared content from a couple of hours before 12 AM until a couple of hours after. Facebook shared content is usually read at around lunch time and also late afternoon. The best time to share content on LinkedIn is from the morning until around lunch.
Social Sharing in practice
The above statistics give a good overview of the current social sharing landscape and can serve as a good starting point. It is important to continuously test and optimize the type of content and share timing, to get the best results for your business.