I get asked this question a lot, so today I thought I’d do a quick blog post on my recommendations.
*Disclaimer I am by no means saying that I have been great at sticking to this with my own blog for the past few years. Working full-time, building a business and life has got in the way of me applying my own advice with this blog. However, this is my professional opinion and best practice tip that I hope helps shed a little light for you.
Consistency is key
The true answer is I am unable to suggest what works best for you, and how often you should post. It depends on your business, your objectives, and your resource. What I will say though is that if you post sporadically every few months or weeks, then it doesn’t look good. It can also give the impression that your business has gone bust or non-extinct.
Managing social media channels is a full-time job, so if you are a small business or start-up, then I recommend choosing two social media channels that best capture the audience you are trying to reach.
For example if you are trying to reach a mother with a lifestyle product, then you might want to think about Facebook, Instagram, or Pinterest. And if you are a business looking to sell to other businesses, then you might want to focus your social media efforts on LinkedIn and Twitter.
Twitter is a noisy platform, so I would recommend trying to post between 2-4 times a day if you can.
For a channel like Facebook and Instagram, I would start with once post a day. However, please note this is to maintain the profiles and not with regards to reach as this Facebook most definitely requires a level of paid social when targeting a specific audience. In addition to that, bare in mind Facebook and Instagram post require heavily on images and video content, and making it accessible to a large and growing mobile audience. This will definitely require more crafting with images, video content, and tailoring of text and call to action.
3 benefits of scheduling content
- You create more room to be reactive when the unexpected happens, which it always does. One of my favourite examples of this was the Oreo’s dunk in the dark twitter ad, which goes all the way back to 2013, and still relevant today.
- You allow yourself time to carve out an library of content that enables you to plan time-sensitive content such as events, awareness days, special events in a social media calendar.
- You can track what content performs best. Analysing your performance is an important part of my job as a social media manager. It’s not good enough to litter your social media profiles with content that doesn’t perform, so we must keep track and be prepared to make adjustments along the way.
There are many tools that you could use to help keep your social media profiles alive. I recently wrote a blog reviewing a few here, but there area million more. Personally, I use Buffer it does what I need to do and it’s cost effective compared to some of the others I know of. The first two channels are free. If you have more than 2 channels, then it can cost you from $10 a month.