One of the biggest, most confusing questions facing businesses these days is how often to post on social media.

The reason for this uncertainty is a combination of the fact that there aren’t any firm rules for frequency on social media along with so many channels that compete for your attention.

Various social media experts may provide optimal times throughout the day, but a lot comes from simply knowing your audience and focusing on your message.

If your consumers enjoy what you post, keep at it!  Likewise, if there aren’t many complaints about you posting too often or posting information that isn’t accurate,  consider fewer posts but posts that are higher quality.

Some factors that can affect the timing and frequency of your social media efforts include:

  • How important it. For a media site or a commercial site, they might need to share important news throughout the day, or push people to take action to read or buy further. But a smaller personal site may have less priority, urgency or ability to provide regular updates.
  • Amount of channels. If your business only has to provide updates for one or two channels, such as Facebook and Instagram, it’s easier to focus on developing scheduled posts. But a business with multiple channels, everything from Pinterest to Snapchat, might feel more challenged to keep on posting throughout the day.
  • Type of content. Are you creating new information for every channel for every post or are you using similar content? The latter is often a better and smarter use of your time and can make sure you reach people who may not see the other channels and know you’re “repeating” or posting similar messages over multiple channels.
  • Quality of content. This is perhaps the most important factor that can make or break a site or campaign. A great post can get people so excited they react, which can take the form of “liking,” commenting or sharing to their audience. But a so-so post won’t get any attention or activity. 

For more useful social media strategies, visit Heartland Digital Marketing.