Virtue, a social media management firm, has recently released the findings of its research into how the Facebook population responds to businesses on this platform.
They stem from an analysis of 1,500 brand streams, nearly 1.6 million brand posts, and 7.6 million member comments over a three-year period, from 2007 to 2010.
The results, no doubt, would be useful to a social marketer, but they only give validity to what, some of us, could have conjectured.
Folks are active, more or less, throughout the weekdays, with usage levels peaking at 11:00 a.m., 3:00 p.m., and 8:00 a.m. E.S.T., with the biggest spike occurring around 3:00 p.m.
It’s noteworthy, though, that while most comments appear in the afternoon, brand posts published in the mornings tend to elicit roughly 40 percent more interaction with the brand. Over the weekend, especially on Sundays, the peeps are busy elsewhere.
Women tend to use Facebook to maintain relationships, while men are only slightly more interested in engaging with businesses.
Another study based on a smaller sample size revealed that 65 percent of Facebook members only access it when they’re not at work or school—typically, early morning or evening.