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The Social Media Frequency Guide: How Often Should You Post?
Posted on June 17th 2014
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.
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?