Brands aren’t fully engaging with audiences on Twitter.

Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays, but brands don’t take advantage of this trend according to Buddy Media’s Strategies for Effective Tweeting review.

The review reveals brands are wasting time posting on Wednesdays and Thursdays while 19% of all brand tweets are published on weekends despite the high engagement levels.

Social publishing tools like ConversationBuddyTM are available to brands when no one is in the office at weekends, however publishers are missing out on the opportunity to engage with followers on Saturdays where engagement is 29% higher than average.

Brands are however capitalizing on the “busy hours” for engagement, with 64% of brands tweeting between 8am-7pm.

Facebook posts indicate the reverse trend, with “non-busy hours,” (7pm-8am) receiving 17% higher engagement than those posted during “busy hours.”

This is because Facebook posts can remain at the top of a user’s News Feed based on their EdgeRank scores, even if posted while the user is not on Facebook.