It’s a bit of a balancing act. Yes, you’ve got the idea that using social media is great for marketing and if you post great content, there’s a chance that you will be able to go viral (fingers crossed). However, you need to think about the frequency with which you post. Both extremes – too little and too much – are likely to create a bad impression with your followers, clients and customers.
Posting Too Little
If you don’t post online videos and other content often enough on any platform (Facebook, YouTube, Twitter, etc.), then you run the risk of your followers forgetting about you. Out of sight, out of mind, as the old saying goes. I don’t know about you, but I’ve had times when an organisation I’ve followed (and that doesn’t post very often) suddenly has a post appearing on my Facebook wall and leaves me thinking, “Hey, how come I’m seeing things from them? I don’t remember following them. Hang on a minute – I did follow them… last year.” This kind of defeats the purpose of using social media for marketing, as you want to keep in the minds of your followers and clients.
Posting Too Much
However, posting too much can also be a problem. Yes, you’ll stay in the minds of your followers but if every second or third post they see is something from you, they’re going to get fed up with you clogging and cluttering their social media feed – and if you’re posting that often, the chances are that your content won’t be brilliant. At first, your post will probably just be ignored – they won’t click the Like button (or any other button, for that matter) and they won’t watch that video you’ve just put together, either. If you keep bombarding your followers with post after post after post, then things will continue until your public gets annoyed with you and does the digital equivalent of posting a “No Junk Mail” sticker on the letterbox. They could stop following you or they could block your posts, meaning that you’re missing heaps of opportunities.
So What’s The Right Balance?
As with many other aspects of life, there is no easy answer when it comes to answering the question of how often you should post on social media. It really depends on who you are, what you’re doing and who your audience is. A quick little bit of homework will soon tell you who your audience is – you can see how often you receive comments and responses, and even see how often certain followers have signed in. If your target audience tends to use social media less often (usually but not always older people – although there are plenty of folk in the 60+ bracket who are daily Facebook users), then a once a week post may be all you need to stay in their orbit. On the other hand, if you are targeting those who seem to be permanently attached to their mobile devices and check them every ten seconds, you can get away with posting more often – but probably no more than two or three times a day at most or you’ll start to get annoying.
How often you should post also depends on what you’re doing. Let’s say that you’re a political group and the election is looming, or that you’re an expert on some topic and you’ve got a webinar or online video conference planned. In this case, you want to get some excitement going, remind people that the big day is not too far away, so they need to get ready. This also helps to pique interest in your online video conference and gives your followers more time to register or get ready to join in. The same goes if you’ve got some new release coming out: a new book or a new music album… even a new product! Here, daily updates and reminders are in order.
However, if things are just ticking over nicely and there’s nothing special going on, then you can drop back your frequency somewhat to whatever your usual frequency is, even if this is twice a week posts.
Quality Versus Quantity
Even if you are a daily or twice-daily poster, then you still need to make sure that what you’re posting is quality. If all you can come up with is cheesy inspirational quotes with pretty pictures that you’ve shared from someone else’s page, then you’ll soon put your followers to sleep. Even if you are a frequent poster, it can be better to do one really, really good video or image than ten not very interesting little bits. As more than one person has said, if a thing’s worth doing, it’s worth doing well!