From the course: Content Marketing for Social Media

Planning a cadence of content updates

From the course: Content Marketing for Social Media

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Planning a cadence of content updates

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- How often should I post on social media? It's one of the top questions I get about social media and the short answer is it depends. But as you expand your content marketing to social networks, you need to get specific about how often you post where. So to help you start, I'm sharing a few tips on finding your own rhythm on social media. The first tip is different social networks lend themselves to different cadences. For example, Twitter's stream is famously fast moving. So multiple posts a day are common. You can even repeat tweets, although it's best to mix up your accompanying copy. The pace of other social media channels is slower. Once a day would be plenty on Facebook and LinkedIn. Meanwhile, one to two daily posts typically work best on Instagram. And data by TrackMaven indicates social network posts perform best when shared around 9:00 A.M. on Tuesday, Wednesday, and Thursday. But none of these are hard and fast rules. You'll find your sweet spot over time. The second tip is to create a social media calendar that is aligned with your content marketing calendar. For instance, if your content marketing program publishes an article every week, you could plan to post teasers on social media every week. I like to program social media with a mix of promoting new content and curating existing and relevant content. I also like to regularly include content created only for social media. For example, Oreo posts witticisms on Twitter that you'll never see on their website. Finally, let's talk about tools to help manage your cadence of posting on social networks. A range of calendar tools and scheduling tools are affordable and available. For a calendar you can always use a spreadsheet. You can find the template attached. Or you can use tools like Trello, Buffer, or CoSchedule. And tools like Hootsuite allow you to schedule lots of social posts in advance, so you have a steady stream of content going to your social networks. That really comes in handy for fast-paced networks like Twitter. So, as you expand your content marketing to social media, plan your cadence of posting, factor in the pace of the social networks you're using and your content marketing calendar, and then manage your plan with a spreadsheet or other tool. When you post content consistently on social media, you'll engage and grow your audience.

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