The Social Media Frequency Guide: How Often Should You Post?

Warren Knight
Warren Knight Founder, Social Media eLearning

Posted on June 17th 2014

The Social Media Frequency Guide: How Often Should You Post?

The Social Media Frequency Guide: How Often Should You Post

When it comes to tv advertising, there is always one ad you know by heart and even find yourself mimicking the tv when it comes on. This is when you know you have seen this advert too many times and in most cases, it starts to annoy you and you would never consider purchasing this product.

The same thing will happen on social media so it is crucial for your business that you follow the below guide so that you don’t make the mistake companies make when advertising on tv.

The best place to start is finding a balance between listening and sharing. You want to be sharing informative pieces of information on a regular basis but you don’t want to risk annoying your followers so where is your happy medium?

Automated scheduling app; Buffer shared their social media automation plan which included posting on Twitter 14 times per day, Facebook and Google+ twice a day and LinkedIn once a day. The reason I have shared these statistics is to show you how a huge, American business use social media. This is something that as a small business, you should NOT try to achieve.

The idea is not to copy what a multi-million dollar company but to follow the same plan that got them to where they are now. Do you have the money to spend on a dedicated social media manager? Probably not. Do you have the time or resources to spend posting on social media? Again, probably not.

LunaMetrics is right when they say social media frequency is all about predict, measure and repeat. Without testing your posts on social media at different times of the day, you won’t find what works for your business.

Social Bakers studied three months worth of content on Facebook from some of the major brands and on average, they post once a day. When a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. The drop-off continues as more posts are made in the day which is why I would suggest only one post on Facebook per day.

Social Bakers also studied Twitter. They took 11,000 random tweets from some of the top brands and found that the three tweets per day mark is where they saw the highest amount of engagement. Although engagement starts to drop after three tweets (as you can see below) that really isn’t enough for a business when looking at having two way conversations and sharing great content So if you want to wring the most value out of every tweet you send, tweet about five times each day.

The Social Media Frequency Guide: How Often Should You Post - See more at: http://www.warrenknight.co.uk/blog/2014/06/13/the-social-media-frequency-guide-how-often-should-you-post/#sthash.agTWv6g6.dpuf

LinkedIn and Google+ are often seen as the “back up” social networks that are used to compliment Facebook and Twitter however this isn’t the case. Both LinkedIn and Google+ have a specific use and neither should be disregarded.

Research is minimal when it comes to frequency for LinkedIn and Google+ however LinkedIn have personally shared that 20 posts per month allow businesses to reach 60% of their audience. This is the equivalent of one post per weekday.

As far as Google+ is concerned, there isn’t much data at all. In my personal opinion, when it comes to posting on Google+ you should look at what other social network resembles the format and audience of G+. Whether that’s Facebook or LinkedIn, you should be posting no more than once a day on Google+

You can organise all of the above without having to do it in real-time by using a scheduling tool called Hootsuite.

How often are you posting on social media?

Warren Knight

Warren Knight

Founder, Social Media eLearning

For the last seven years I've specialised in helping business owners, marketing managers and entrepreneurs sell more products and services, through the convergence of Social Media, Digital Marketing and eCommerce. Delivering dynamic and engaging webinars, workshops and seminars on Digital Marketing & eCommerce and Business Growth through Investment and funding.

My entrepreneurial skills started after receiving a grant from the Prince's Trust at 22 for a music and clothing European Distribution Company. Focusing on business growth I became the director of a global stationary and accessory business working with Disney and Nickelodeon, growing a licensee from $5Million to $30Million selling to over 40 countries in a 5-year period achieving $1 Million sales in 1 month.

Winning various industry awards and co-founding two IT companies since 2010. The first being an eCommerce platform, getting £150,000 Seed Investment via "SEIS", valuing the business at £1M in less than two years. The second with a “Start Up Loan”, we've built an online learning platform, teaching people how to setup and use Social Networks for their business.

I have over 20 years' experience in marketing and selling products and services globally and seven years in social media and ecommerce. I’m a member of the Professional Speaking Association, a renowned international keynote speaker, trainer and coach, helping 1,000’s of Start Ups and SME's grow using Social Media, Digital Marketing and eCommerce.

As a 1-1 business coach and mentor, I help SME’s build their digital footprint and increase sales by up to 500%, I have a passion for upskilling entrepreneurs and regularly write from various digital marketing and business magazines reaching 100,000's of readers. I've also written three eBooks on Sales, International Growth and Social Media for Business, all of which can be found on Amazon.

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Comments

ReidBandremer
Posted on June 17th 2014 at 4:22PM

LunaMetrics guy here who saw this in a brand-monitoring alert. Thanks for the name-drop. I think you were referring to this post by @notdanwilkerson:  http://www.lunametrics.com/blog/2013/08/19/frequency-post-facebook-twitter.

Personally, I agree that optimal posting frequency is highly dependent on network, audience, and your business' situation and strengths. I always caution against blindly copying what other's are doing or blindly adhering to anyone else's recommended posting frequency #s.

That said, I do agree that Twitter is "typically" where you need to post most frequently. I think frequency on G+, FB, LI are all highly dependent on situation.

G+ warrants more effort and posting for those in certain marketing niches (internet marketers obviously love G+ for example), with technically savy audiences, and where SEO is a priority (G+ has the best (indirect) SEO benefits per share).

LI is all about b2b and recruiting (sales and careers) and varies wildly from niche to niche - we almost entirely ignore LI posts for some clients, but for a select few, LI is the top network.

It all varies wildly; good experimentation is key.