The 9-to-5 social media team is outdated

Social media is a 24-hour game, so it makes no sense for the people controlling your social strategy to be logging off at 5pm each weekday. Emily Hills, founder of The Social Media Coach, argues that online traffic activity doesn’t neatly jibe with the 9 to 5.

When was the last time your social media team posted something outside of 9 to 5? Or responded to a community comment on a Saturday night? If your answer is rarely, or never, you’re not alone. Most in-house teams and agencies alike are built around a traditional workday. But the platforms we manage? They never close.

Consumer data tells us that peak social media usage doesn’t conveniently fall between 9am and 5pm. It surges in the early morning hours during commute time, spikes again after dinner, and often hums with engagement well into the night. Weekends are prime time for browsing and buying. And yet, many social media teams are only staffed during office hours.

It’s time to call this what it is: a disconnect. And in today’s attention economy, where brands fight to capture a scroll, that disconnect can cost you relevance, reach, and ultimately, revenue.

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