It's the most wonderful time ... to post?

What's your content calendar full of? Content for the best times for your audience, or times when everybody's doing it? 

What's your content calendar full of? Content for the best times for your audience, or times when everybody's doing it? 

Happy holiday season! If you're like me, I bet your calendar is filling up with events, open houses, and festive excuses to imbibe with colleagues. And, I bet your calendar is more filled at the beginning of December, and emptier towards the end. 

Why is that? 

Because somewhen, a bunch of somebodies decided that the best time to host a holiday party was at the beginning of the month, because more people would be available the further away from Christmas that it was. 

Now everyone has their holiday gatherings earlier in the month, and guess what? It's no longer the best time to have a holiday party, because everyone's busy with other holiday parties. 

What does this have to do with posting social content? 

I'm sure you've come across research or data or simply loud blog posts saying something like: 

"[DAY] is the best day to post to Twitter!"

"[HOUR] is the best time to post to Facebook!" 

I've been watching and clipping for about 6 months now, and I've got dozens of articles saved. 

If you follow the advice of these posts, you'll soon find yourself with the same problem as the holiday calendar. Everyone is doing it, and no one is winning. Because if everyone posts at the best time to post, your message gets drowned in the noise.

So, what do you do about it? 

The only person who can tell you when the best time to post (or host, as the case is at this time of year) is ... is your audience. 

Look at your social statistics. Compare similar types of content (i.e., look at images, text, links, OR blog articles, not all of them at once). See if you notice better results at certain times or on certain days. 

Then, use this data to test your hypothesis, and assess again. Eventually, you'll have enough data to formulate a reasonable schedule of when to post what of your very own.

And your content won't get lost in the calendar.