There’s no easy answer to this question as the solution is different for every marketer. What comprises your target audience? If it’s teeming with millennials, the answer is more often than if your target is skewed older. Is your brand the type that needs to post more often?
There’s four more important factors than posting frequency:
- Posting consistency. There’s nothing much different here than the consistency of a message delivered by any medium.
- Content is vital, but while pictures and videos of cute animals might work for some, it’s not going to cut it when you’re marketing a professional product.
- Engagement is what social media is all about, so you have to be prepared and be committed to ENGAGE.
- Objectives are a necessary requirement for your social media marketing efforts. After all, without objectives you can’t measure performance.
You’re posting to a predetermined target audience, they’re called “Followers.” True followers wouldn’t be following you if they didn’t want to hear what you had to say. When they committed to following you, they also bought into hearing from you on a regular basis. Now, based on your audience demographics, you can make a rational decision as to how often you post, whether that’s once a week or once a day.
“Value” is the all-important aspect as to why your content is going to be wanted and consumed. If you don’t disseminate valuable content, your followers won’t be engaged and posting consistency becomes a redundancy. In fact, if your content is questionable you could lose followers.
Even if you post consistently and your content is appropriate, if you don’t engage you’ve only fulfilled the beginning part of your social efforts. The successful end comes when you engage with your followers, and where possible, or needed, take some of your online conversations offline.
Set objectives for your social media marketing activities. A key objective might be to convert online ‘engagement’ to offline conversations. Another might be to raise your number of followers. You might also want to raise brand awareness. Just like any marketing activity, you need to button down your objectives and make them as quantitative as you can. Just remember to set realistic goals.
If you’re still wondering how much social posting is too much, place your energy in these four more important areas and not only will your questions be answered, you’ll be developing a plan, not just a post!