Create the right impression on social media
How often we ought to post, and how often we ought to do it was a topic recently discussed here on the blog. Most people and companies do not post enough content to get attention, and a few post way too much and are seen as spammers.
The best strategy is in finding a balance between posting as often as possible…
(because most connections will not see most of your posts)
But not allowing the problems of volume to creep in.
(Problems such as posting irrelevant posts, or posts with insufficient accompanying notes attached).
If we listen to ‘social media mentors’ they are likely to have guidelines. For example it is common to see standard recommendations of posting between 2 and 10 times a day, with the posts spaced out by using software such as Hootsuite or Buffer.
This is general advice, and is good advice. If we are busy with other things (aren’t we all?) we can fall into the trap of posting articles that are uninformative or off-message. Our short notes attached to the post, which ought to be used as a guide and conversation starter, can turn into one liners (so we can post to Twitter and LinkedIn at the same time).
The problem is that posting can get sloppy over time, and many of your followers will not tell you that your message is becoming less relevant to them.
So, how often should we post?
The answer is that we should post as often as possible with the following caveats:
The article, diagram, video or image must be able to stand alone, valuable in its own right. It should incite some kind of positive emotion in you personally. If you are in touch with your peers and/or customers you will instinctively know what offers value. This value can change peoples lives, or be only for entertainment, but it has to offer some reward for seeing it.
It should be relevant to your audience and network and should demonstrate your personal and brand vision and integrity. It could be that what you are posting is not exactly niche related, but likely to still appeal. For example, if you are in the fitness industry, your audience is likely to be interested in diet and supplements. If you are a business conference organizer, your audience might also be interested in business travel topics.
The post must have some kind of accompanying explanation of why you are sharing it. A ‘take a look at this you wont believe your eyes’ will not cut it. Saying that something is a ‘good read’, or ‘had you in stitches’ is not sufficient, even if it is true. If people are on LinkedIn it is because that is the choice they have made with their time. Your link away from LinkedIn ought to be worth the effort or people will be annoyed. If you do not have a compelling enough ‘hook’ then no-one will click your link anyway. This ‘hook’ should involve mentioning why you are sharing, what you found interesting about it, and some kind of question/controversy/mystery/conversation starter.
So, we post as often as these 3 factors occur.
We choose value over quantity and quality. If you are a full time dedicated social media manager, you can make this happen 5-10 times a day, perhaps even more depending on your industry niche.
If you are a busy start up entrepreneur or small business owner then perhaps once a day is fine, twice on a good day. As your company grows there will be opportunity to post more often as your audience grows and you can also get help in posting. But still make sure that the 3 rules are followed so that no-one gets annoyed, and you are helping social media become a better place.