Tuesday is the day Fans of auto brands are most likely to interact with auto content on Facebook (e.g., like or share a brand post or image), but Sunday is the most engaging day for telecom and consumer goods brands, according to a study by Socialbakers.
For the study, Socialbakers reviewed user activity on a weekly and hourly basis for over 10 million Facebook pages across 10 industries to determine the best days of the week to achieve maximum Fan engagement.*
In the auto sector, brands generate the most engagement from their Fans on Tuesdays (0.11%), Wednesdays (0.10%), and Fridays (0.10%) particularly via photo-centric content.
Sunday is the day when fast-moving consumer goods (FMCG) brands can expect the highest levels of engagement via social media platforms. Most interaction with FMCG brands is photo-centric as well, reaching its peak over the weekend, particularly on Sunday (0.16%):
Telecom brands also register high engagement via visual posts, with 0.11% engagement on Sundays (and a peak at 7am), compared with only 0.06% on Tuesdays and Thursdays:
Media brands generate the most engagement on Mondays (0.07%) via links to content, followed by Sundays (0.6%) and the remaining days of the week (from 0.4% to 0.5%), on average.
Some industries are doing a better job engaging fans on Facebook.
As part of the study, Socialbakers ranked the performance of 10 industries by engagement levels during the first quarter of 2012.
The E-commerce industry was ranked second in engagement (0.13%), followed by alcohol brands (0.12%). Budweiser (1.32%) became the most engaging brand during the quarter, due in part to a St. Patrick's Day photo posted on its page.
Airlines ranked No. 4 during the quarter (0.11%), driven in large part by KLM Royal Dutch Airlines. In February, KLM became the first airlines to integrate Facebook and LinkedIn into the flight process, introducing its Meet & Seat, social seating service. The airline conducted widespread social media campaigns to promote its program during the quarter.
*Note: Socialbakers calculates the Engagement Rate as the average number of likes, comments and shares per post on a given day divided by the total number of Fans for the page. The measurement reflects the average proportion of a brands Fan base that interacts with a given post.
About the data: Findings are based on Socialbaker's proprietary platform of Facebook data with over 10 million Facebook pages and places indexed, collected during the first quarter of 2012.
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