As soon as people hear that I manage branded social media accounts, the one question I get asked time and time again is, "how often should I post on social media?" My answer .....
There is no hard and fast rule to the frequency of posting content on social media, what works well for one brand won't work as well for another. The "magic formula" should focus not on frequency, but on consistency and message.
With Facebook telling us that you have, on average, 1.4 seconds to grab a users attention in the newsfeed it is vitally important to have planned your content! If you post poor quality content that doesn't say a lot or align with your objectives, you will quickly lose fans and followers.
Scott Bratten coined the phrase "Brand Pulse" and it is a useful concept to bear in mind when planning your social media content. At its essence, "if you post something irrelevant, pointless, or worse in social media, the pulse slows. If you post something interesting and useful, the pulse quickens".
When you think about it, it makes perfect sense! If you were having a conversation with someone in "real-life" and they were talking absolute nonsense you wouldn't be in a rush to strike-up another conversation with them again, would you? Well, it is the same on social media. If your content is interesting and engaging, then you are more likely to have an interested and engaged audience.
How do you know if your content is working? You use social media insights and Google Analytics (if referring traffic to your website) to measure the effectiveness of your posts. You will find out what works, what doesn't work and also when your audience are online and engaging with your brand.
You will hardly be surprised that this all relates to that one little word I consistently talk about ... STRATEGY! If you have a Social Media Strategy then you will know why you are posting, you will know what you are posting and you will know how to measure its effectiveness. You will have set objectives and will be creating content that will get you the results you want - be it brand awareness, increase in sales or referring traffic to your website.
My top tip on how often to post on social media? As often as your audience engage.