To Post or Not to Post?

This is one of the most common questions we’re asked.

The ideal number of posts on social media for your business depends on various factors such as your industry, target audience, platform preferences, and available resources. There is no one-size-fits-all answer, but here are some general guidelines:

Frequency of Posts: Consistency is key when it comes to social media posting. Aim to maintain a regular posting schedule that keeps your audience engaged without overwhelming them. For most businesses, posting once per day or a few times per week is a good starting point. However, you may need to experiment and analyze engagement metrics to find the optimal posting frequency for your specific audience. Some clients only want to post during season (Nov-April) because that’s when they are hosting events, performance, etc. People on social media don’t stop looking at content simply because it’s not season in Florida. Engage year round so you are staying connected with your customers and potential customers.

Quality over Quantity: While frequency is important, prioritize the quality of your content over the quantity of posts. Focus on creating valuable and engaging content that resonates with your audience rather than bombarding them with mediocre or repetitive posts. It's better to have a couple of high-quality posts that generate meaningful interactions rather than many low-quality posts.

Platform Considerations: Different social media platforms have varying expectations and user behaviors. For example, Twitter is known for its fast-paced nature. Because of that more frequent posts are recommended in hopes of landing contact with potential customers. (Average post life span is only 15-18 minutes.) In contrast, Facebook or LinkedIn require a lower posting frequency due to the longer lifespan of posts (Their average is anywhere from 5 – 24 hours.)

Boosting Posts: Boosting or promoting posts is a strategy to extend the reach of your content by paying to increase a post's visibility to a wider audience. The decision to boost posts should be based on your campaign goals, budget, and the performance of your organic posts. It's advisable to boost posts that have already shown engagement and resonated with your audience, as they are more likely to generate desired results. Consider boosting posts strategically - a special announcement is an obvious choice but possibly even more important is to promote your business’ core value and uniqueness, on a monthly basis. The perk to social media advertisement is it is very cost effective. Start with a small budget and build on it.

Measuring Effectiveness: Let the analytics be your guide to what is working. Regular monitoring and analysis of engagement metrics are crucial. Keep an eye on the performance of your posts, measure audience response, and adjust your strategy accordingly. Social media algorithms and user preferences can change over time, so it's important to stay adaptable and optimize your approach based on the data and feedback you receive.

If you have questions about your social media posting for your business, we are happy to set up a review and provide a report and recommendations. Our social media guru, Margie, also teaches classes if you want to improve your skills. Of course if you want to have an expert handle your social media so you have time to do anything else, we're here to help! Contact Margie today at Margie@342mad.com.