Social Media Marketing: Finding the Right Frequency

If you are interested in putting more energy into social media marketing, setting up your social media pages is a step in the right direction. But that’s not all it takes.

Sooner or later you have to start posting. You have to decide what to post, when to post, and how to post.

But social media is a living, breathing thing. It moves and changes with time. And you have to continue to post in order to remain relevant.

So how do you know how often you should post?

Finding the right posting frequency is something many companies are still struggling with today. But there are things that you can do in order to help determine the right frequency:

  • Frequency depends on the platform. Twitter is not the same as Facebook, and you should treat each network independently of all the others.
  • Frequency depends on your audience. It’s more about what your followers expect from you than what you want.
  • Frequency is as much an art as a science. There is no one size fits all approach.

In general, the more frequently you post, the better. Until it’s not.

And it’s not better when:

  • You’re posting for the sake of posting. You have nothing new or interesting to say so the quality of your posts goes down.
  • You’re posting so much that those following you feel overwhelmed, to the point that they stop following you.

So how do you decide the right frequency?

Here’s a nice all-inclusive guide to read. Use their suggestions as a baseline. Then begin to test more or less, depending on your capacity.

Then measure engagement. If you post more, do you get more followers, more traffic, more comments, etc.? If so, you’re doing something right. If not, scale it back.