Social Networking Never Sleeps

The worldwide web never sleeps. A full-on insomniac, our favorite technological wonder is always awake, always buzzing, always selling something to someone.

So what does this mean for marketers? Well, it means we can’t live by a Monday through Friday, 9-5 schedule anymore, at least not when it comes to our web efforts. Weekends, holidays and nighttime are no longer off limits. This has been the case for quite some time, but it’s amplified when it comes to social networking. Consumers are always on Facebook. Given that people spend over 500 billion minutes per month on Facebook – you can bet those are during off hours, too.

Think about it – when you’re doing opening presents on Christmas, eating Easter brunch or spending a day in the park on a Saturday – what’s up next? Well, many people turn to social networking for entertainment. This is the time when marketers need to be on point, ready to communicate with potential customers. Show your audience that you’re alive & kicking, even on the weekends.

Don’t get me wrong – business hours still tend to be the most highly trafficked times, BUT, it’s crucial not to discount off-peak hours, as there are still millions of engaged consumers active at these times.

For destinations, this means social-networking-on-the-go. It’s more important than ever to showcase what’s happening in your city. This means live Tweeting, posting Facebook pics from events, answering wall questions on evenings & weekends, etc. Additionally, more than 100 million active users access Facebook from their mobile devices. If they’re on the go – you need to be on the go as well.

For some organizations, this may require enlisting extra help to manage the social networking efforts – but it’s worth it. Keeping your presence alive at all times will mean more engagement, more exposure and a greater base of fans & friends. This doesn’t mean someone has to sit and watch your Facebook page all night, but certainly making occasional posts, keeping an eye on the conversation and answering pressing questions can all be done in the off hours.

If you’ve only been managing your social networking during business hours – take some small steps to branch out. Have a staff member Tweet live from a weekend event and post pictures to Facebook. Answer a question or two on your wall at night. Gradually move into being a more active participant, and watch your audience respond. Social networking doesn’t fit into traditional parameters, so it’s time to break out of the box and show the world your presence!

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