Addressing when and how often you'll be publishing on social media is important. Learn how to determine the frequency of when you'll publish on social media.
- One of the questions I get asked the most is when should I be posting on social media and how often. You don't want publish so infrequently that your audience forgets about your content, but you also don't want to publish too often and become annoying. It's all about finding the right balance. There isn't a perfect formula. Figuring out the appropriate frequency comes down to a variety of factors specific to your organization. Let's explore what those are. First, be data driven. If you're already active on social media, review existing data to determine when your content on each channel received the most engagement.
The native analytics that come with most of the social networks can help provide these insights. If you don't have data to reference yet, review third party research on the best times to share per channel from sources like Social Media Examiner or eMarketer. Or you can use these simple rules of thumb. People tend to be active on social media in the early morning when they first start working, around lunchtime mid-day, and at the very end of their workday. As you act on your predictions, test different time slots and alter how frequently you're sharing on a particular channel.
After spending a month actively sharing, measure when your content saw the most engagement and which frequency of sharing drove the most results. Second, how often you're sharing is impacted by the nature of the platform you choose. For example, Twitter is a really fast paced social network where content is shared much more frequently than content is on Facebook or LinkedIn. So if you're investing in Twitter, share content more often or risk getting lost in the feed. In contrast, if you're publishing too frequently on Facebook or LinkedIn, you might diminish the visibility of your previously shared posts.
Third, consider content format. If you're publishing YouTube videos or blog posts on social media, you're not going to be able share those as frequently as you would an image or a purely text focused update. This is because these formats of content are more resource intensive and require a longer production timeline. One last thing to consider when determining the ideal publishing frequency is setting expectations with your audience. In some cases, I'd suggest actually calling out how frequently you plan to publish. For example, let your company's Facebook group know you're sharing podcast episodes every Monday and Words of Wisdom on Tuesdays and Wednesdays.
This public declaration keeps you on schedule because you're now publicly accountable. Another way to set the expectations of your audience is to remain consistent. It is important to still test regularly to see what changes need to be made, but if you make a publishing promise, commit to it in the long term. To figure out what frequency of publishing makes the most sense for your company, continue to predict, measure, adapt your approach, and repeat the process.
- Why invest in social media?
- Developing a documented strategy
- Defining your audience
- Finding the right channels
- Understanding the nuances of different social networks
- Developing a content series
- Publishing best practices
- Competitive intelligence
- Understanding paid advertising
- Driving results with paid ads
- Pairing metrics to goals