There are good days to start a social marketing campaign, and there are better ones: Most Facebook campaigns are deployed on Fridays, but those deployed on Tuesdays generate the most customer engagement, according to a study by Yesmail Interactive, which examines the customer engagement of campaigns conducted via popular social channels.
The new findings are based on a three-month study of consumer engagement with online campaigns for 20 major retails brands, including Abercrombie & Fitch, The Gap, Ralph Lauren, American Eagle, J Crew, and Forever 21.
Among the Facebook campaigns studied, those deployed on Tuesdays earned the highest engagement, even though Tuesday ranked fourth in terms of the number campaigns conducted.
Overall, fewer Facebook campaigns were conducted over the weekend during the three-month study period.
Below, additional findings from the report titled "Using Digital Market Intelligence to Drive Multi–Channel Success," by Yesmail Interactive.
Volume-Based Engagement vs. Actual Engagement
Some retail brands generate higher engagement levels than others via Facebook, regardless of the sizes of their fan bases.