As part of Zócalo Group’s Research & Analytics team, one question I frequently hear from clients during discussions of content optimization is that of the “best” time of day to share content. And, a quick look at the hundreds of Google search results on queries about the “best time to Tweet” or “optimal time to post on Facebook” reveals that this question is asked by plenty of brand marketers looking to curate and amplify a relevant, engaging owned presence on social. But, is there really ONE, singular, all-encompassing answer to this larger, more critical question of building the most engaging content? Can there be?

Instead of a hard and fast rule around just the best time to post, I’d actually suggest considering a framework of variables in order to optimize social content for the best potential engagement.

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