Study on engagement in Social Media Marketing

Best Days of the Week for Social Sharing
Effect of different Content Types on Social Sharing
Best Time of the Day for Social Sharing
Best Words to encourage Social Sharing


How businesses use Social Media has evolved over the last couple of years. Through a lot of education and repetition, most businesses do recognize that social media is a two-way channel and the need to engage with their audience on Social Media. But only a few seem to have cracked the code on growing their business through Social Media.

Why is that that a lot of businesses seem to struggle on the best way to use Social Media? Is there something we can learn from businesses which are killing it on social media? We decided to find out and report our findings so that every marketer can learn from it and improve their chances of success on Social Media.

We wanted this report to be industry-neutral so that these findings would be relevant to any industry. That’s why we selected a larger sample size: We analyzed Facebook and Twitter accounts of 30,000+ businesses to come up with these insights. Most businesses we analyzed in our study use Social Media the same way they use Email Marketing. As it turns out in this study, using the tactics that worked with email marketing and applying it to social media marketing generates mediocre or no returns at all.

Social Media is a place where a prospective customer first hears reads about your brand or product. Email marketing comes into picture when a prospective customer is already familiar with your brand and explicitly provides their email address to keep in touch or learn more. So, social media tends to occupy the top of the marketing funnel whereas Email Marketing (aka Lead Nurturing) comes much later. Social Media also happens to be a two-way public channel for discourse whereas email is a private 1-to-1 channel. One of the biggest plus of social media is your message can spread far and wide if it resonates with your audience because social media makes it significantly easy for your immediate audience to share your message with the world.

But how do businesses know what messages will resonate with their audience? For that, they need to experiment and then measure and understand what type of content is generating more engagement and shares from their audience. But even before that, there is something we can learn from businesses which are using social media the right way.

A corporate Twitter account has on average 6111 followers
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A company Facebook Fan page has on average 13316 fans
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The median number of Twitter followers for a company account is 702
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The median number of Facebook Fans for company Fan pages is 843
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Success Metrics

Given that you could buy thousands of fake followers or fans for a few hundred dollars, most marketers have realized that the number of fans or followers is a bad metric to measure success. Even in our study, we have seen examples of companies with thousands or hundreds of thousands of fans or followers but hardly any engagement from them with the brand. What really matters is how your fans or followers are engaging on social media with your brand. Are they sharing what you post on Social Media? Are they liking it? Are they commenting on it? Engagement metrics like Retweets, Comments, Shares and Likes really tell whether your post is resonating with your audience.

Our engagement metrics consists of three important parameters:

  • Likes: Like on Facebook post(s) gives the measure of appreciation towards content posted
  • Comments: Commenting on the content you posted is even a stronger sign of engagement compared to Likes
  • Retweets/Shares: Number of retweets or shares helps in measuring how far your message will spread beyond its immediate audience. For the right content that gets shared again and again, this is akin to getting the holy grail of marketing right – the word-of-mouth effect

Distribution by weekday

Facebook Likes

Posts on facebook published during weekends generate more likes compared to rest of the weekdays.

On an average a post on Sunday and Saturday generate more applause compared to weekdays.

Social media posts on weekends generate more Facebook Likes and Retweets compared to weekdays
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Saturday and Sundays generate around 79 and 88 average number of likes respectively followed by Wednesday with 66 average likes.

Least likes are generated on posts published on Friday with mere 37 likes on average.

So, if you are looking for more likes and applause make sure you launch your campaign on weekends or Wednesday.


Pattern observed with average number of retweets is very similar to Facebook likes. Tweets posted on weekends and Wednesday have more number of retweets on average as compared to rest of the weekdays. Yes , indeed results are interesting when two different social media channels are compared.

Tweets posted on Saturday and Sunday generates 35 and 41 retweets on average

Tweets posted on Wednesday have 36 retweets on average which is 3 times compared to rest of the weekdays

If you are looking for more amplification of tweets among followers and follower of followers make sure you launch your campaign on weekends or Wednesday.

Facebook Comments

No doubt comments provides another level of engagement with the content posted on social media. Although trend here for the posts is similar to number of “likes”.

Maximum conversation rate is observed on Saturday , followed by Wednesday and least on Friday.

Effect of different Content Types on Social Sharing

‘A picture/video speaks a thousand words’ is certainly true when it comes to social media sharing. When posting on social media type of content matters, but upto what extent?

For Facebook posts, content is classified as following:

  • Photos – If pictures are used to convey the message
  • Videos – If the embedded video forms the core message
  • Text Status – If its normal text without any video or image
  • Shared Story – If a story published by somebody else is shared

Facebook Likes

Photos generate more applause, videos are effective in engagements (comments).

57% of likes for the posts with  pictures used.

31% of likes were found associated with posts with video content.

No wonder picture and videos have different impact on your audience and helps to convey message much more effectively. And these numbers are enough to prove it.

Facebook Comments

When it comes to conversation rate with content , social media audience engages more with multimedia content and especially videos.

46% of comments are generated from the posts with videos while 30% of comments are generated from posts with pictures.

Status updates and posts without any multimedia content generates only 24% comments on facebook.

Best Time of the Day for Social Sharing

We compared social media metrics with time, to understand significance of time of the day on the post. No doubt engagement on the tweet/post is dependent on geographic location. Following graphs display relation between hour of the day and social media metrics. Spikes observed in the graphs are not only interesting but also gives insight into audience activity around the globe using social media channel.

Facebook Likes

For Facebook, updates posted on 1 hour, 21 hour and 23 hour (GMT) records higher number of average likes/comments as compared to rest of the day.

Posts updated at 9 PM, 11 PM and 1 AM (GMT) recorded 153,107 and 150 average likes respectively.

Least numbers were 26 and 20 average likes for posts update at 6 AM and 8 AM respectively.

Following is the table with local time of countries corresponding to favorable time(GMT). This might come in handy when one is planning to launch social media campaign.


Country 23 hour 21 hour 17 hour 1 hour
United States 7PM 5PM 1PM 9PM
United Kingdom 12AM 10PM 6PM 2AM
Australia 9:30AM 7:30AM 3:30AM 11:30AM
Canada 8:30PM 6:30PM 2:30PM 10:30PM
Brazil 9PM 7PM 3PM 11PM
India 4:30AM 2:30AM 10:30PM 6:30AM

Facebook Comments

Facebook post posted at 9PM, 10PM, 11PM and 1AM GMT recorded higher number of average comments compared to rest of the day.


Trends differ when it comes to tweets and retweet count.

Highest number of retweets on average is recorded for tweets posted at 6 AM(GMT) followed by 3 AM and 11 AM

A tweet posted on 6AM GMT recorded average retweet count of 216.

Best Words to use to encourage Social Sharing

Following is the word map for the keywords used in posts/tweet with most likes and retweets.


Social Media Monitoring & Social Media Marketing
An organization that originated in 2008, Beevolve is committed to providing the best and most cost-effective social media monitoring and measurement platform for marketers. The inspiration behind the name ‘Beevolve’ comes from the symbiotic relationship that bees have with flowering plants and how they have evolved together over thousands of years. Similarly, at Beevolve, we strive to build intelligent software products that learn from human interactions and improves themselves.

One Software that Delivers All

Social Media Monitoring

A platform that offers customers with real-time monitoring and analytics on conversations as they happen across the web. With our own web-crawlers, we are able to reach out to any corner of the web and provide you with comprehensive monitoring on any topic. Our broad coverage, coupled with in-depth analytics allows you to answer the Who, Where, What, Why, When and How for topics you are monitoring, allowing you to understand your audience better and giving you the much needed competitive edge.

Social Media Marketing

Beevolve’s social media measurement helps customers in measuring the return on investment on their social media marketing efforts. With just a few steps, you can easily link your Twitter, Facebook and LinkedIn accounts, schedule and launch your campaigns, and track sales and conversions resulting from these campaigns.

Published on 10 Feb 2014