Quality and quantity!
Social media can be an overwhelming and confusing place — even for a professional like me! Wondering what to write, and most importantly how frequently you should post, here are two questions that I get asked regularly.
Today, however, I want to talk about frequency. The main thing to remember about the number of social media postings is that quality and quantity are equally as important. But as with anything marketing-related, there is no right or wrong answer.
According to research, posting frequency varies enormously with each channel and I would have to agree. What seems right on Facebook, can often be regarded as complete overkill on LinkedIn.
The balance between being informative and annoying
So, as a social media marketer, I want my clients to connect their business with followers without driving them away. That’s why I aim for the perfect balance of sharing and listening and always advise you to undertake continual monitoring, measurement, reviewing, and make changes when needed.
After all, engagement is key here, you should not just be broadcasting inanely because the schedule says that’s what you must do! So, whilst new updates and posts are key, it’s also equally as important to try and find new people to follow/connect with on each platform as you continue your search for your ideal client.
Top tips for frequency
Based on the last 7 years, I would recommend the following for each of the main channels. However, I still stick to the rule that if you have nothing to say, say nothing. Better to be quiet for a few days, than perceived as dull, annoying, or a complete turn-off!
- Facebook – three times a week is good. Remember to connect with other businesses too, so you can comment in their news feeds. Groups are also a good place to get your message across. Research found that posting once per week was so low as to lose connection with your audience and posting more than twice per day was crossing the line into annoying.
- Instagram – every day works well. More than that and you’ll find you are spending too much time on it for little reward. Remember to find the correct hashtags to use and an eye-catching picture with an enticing caption.
- Twitter – every day posts are essential. However, if you want to grow your audience, two to three tweets a day is necessary. Unlike other channels, the more you post the better!
- LinkedIn - ideally every day. Once you publish more than 5 times per week (for most companies, this means once per workday) the return on investment drops substantially. For these five posts a week, one post a week should link to your website, another should be about industry news, a fluffy post (personal) is paramount as these are more popular now than normal content. And on the plus side, if you do this, people who comment on them are more likely to see your other more “business” posts too.
Consistency and timing matter too!
Of course, frequency isn’t everything. There is also consistency to maintain. Plus, scheduling (timing) is also essential. It’s important to know when your target audience is online. Are they morning, lunchtime, or evening people? Plus, put yourself in your audience’s shoes. When there’s nothing else on, work, etc., you’re more likely to browse social media channels and when social media postings are low, your efforts will stand out more.
My advice is to test, experiment, and improve. Whether that be frequency or timings. Remember that the line between informative and annoying may be a fine one, but with some practice, you can get it right.
If you need any help with your social media please got to www.footprintsocialmedia.co.uk or call me on 07877760411.