Timing is everything
Social media is crucial to wine drinkers' purchasing process. As more wineries shift a portion of their business to online sales, social media is an excellent way to connect consumers with reviews, opinions and tasting notes. Wine sellers should employ social media timing strategies to ensure their message is being seen by the largest possible audience.
The best times to post
In order to best leverage your winery's social media channels to increase purchases and bring consumers closer to the tasting room, it is important to know the best times to post. Here is a breakdown of the best posting times per channel:
Facebook - According to a study conducted by Bustle.com, the best time for a brand to post to Facebook is on weekdays during working hours, and then again between 7 p.m. and 8 p.m. To garner the most engagement during the work day, try posting content during lunch hours, when wine drinkers are most likely to shop for wine for an upcoming party or event.
Twitter - Quicksprout cited social media scientist Dan Zarella as saying Twitter engagement for brands is 17 percent higher on weekends than any other time during the week. Also, Twitter states that users are 119 percent more likely to use Twitter during school or work hours.
Pinterest - Quicksprout cited data from Fannit showing the best times to pin are Saturday between 2 a.m. and 4 a.m., and 8 p.m. through 11 p.m.
Instagram - Quicksprout noted that, according to TrackMaven, Instagram engagement stays consistent throughout the week, with slight spikes on Mondays and slight declines on Sundays.
Measure for best timing
It is important to measure engagement within your winery's specific audience to develop a custom social media timing plan. In addition to using more robust social media analytics tools such as SproutSocial, Brandwatch or HootSuite, here are four free tools your winery can get started with:
Facebook Insights - Facebook's built-in analytics tool aggregates data about the users who interact with your page, including the most frequent engagement times.
Twitter Analytics - This free service allows Twitter users to see how many impressions and engagements were driven by a particular tweet.
FollowerWonk - FollowerWonk will allow you to determine the optimal time to tweet tailored to your Twitter following.
Fanpage Karma - Similar to FollowerWonk, this tool will allow you to find the optimal time tailored to your audience.
Using social timing strategies will help increase your online wine sales and overall social engagement.