I often see blog posts and infographics that specify the best and worst times to post to social media. I also often get asked when the best times to post to social media during a crisis are.
Personally, I’m not a fan of those blog posts or those infographics, and when asked the question I always have the same answer:
There is no global best time. Everybody’s audience has different behaviours and routines. What’s important is to take the time to figure out what the best times are for your brand before a crisis strikes. Once you do that, you’ll have your answer.
Also, I wouldn’t stress too much about “best times” to post to social in a crisis since the reality is that the best times are “real-time” and “frequently”.
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
Word. Only other point is the BEFORE part. Before the crisis, before you or someone or something messed up. If not that, then yeah.. pretty much you want to get out in front but not go so overboard as to turn molehills into mountains. Mileage will always vary per the brand, the audiences and relationships w/ key stakeholders, the nature and severity of the 'crisis' and so on. No such thing as 'one best time to rule all best times.' FWIW.