Use it, Lose it, or Over use It: Balancing Social Media Post Frequency

Whether it’s Facebook, Twitter, or LinkedIn, all company communications channels need to be continuously updated or refreshed with content on a regular basis. Without a content strategy behind each outreach channel, it’s likely that channels can fall to the wayside and become stagnant or over post an drive away followers. The concept of post frequency is a very important part of every communications plan.

Channels with few or infrequent posts are likely to miss the mark with target audiences, yet too many posts can also annoy consumers and drive them away. How often is too often? While there is no cut and dry answer, here is some data that can serve as a jumping off point for posting frequency across social channels.

Facebook:

Social Bakers studied three months’ worth of Facebook content from major brands and found that top brands average one post per day.

chart-brands Facebook

As a general rule, Socialbakers found that posting once per week on Facebook was too low and posting more than twice per day was too much. The 2011 study found that the sweet spot is five to 10 posts per week. The catch is, this data was published prior to Facebook’s recent algorithm change. According to an Edgerank Checker study posted on the Moz blog one way to counteract the recent change might be to publish more frequently.

Twitter:

Social Bakers also studied Twitter, taking a random sample of 11,000 Tweets from top brands. The study found that three Tweets per day is the point where brands start seeing higher levels of engagement. However, the life of a Tweet is short and as one might expect, each Tweet provides an opportunity to engage with consumers, so by tracking Twitter engagement per Tweet, brands can determine how many tweets are needed to reach the highest levels of interaction between the brand and its consumers. However, Track Social found that response per tweet peaks at five and then drops off – so, for Twitter, the sweet spot is 3-5 tweets per day.

LinkedIn:

LinkedIn published a marketing report claiming that 20 posts per month was the ideal number of posts. As one might expect, there is more research on this topic for Facebook and Twitter than many of the other emerging networks. Here are a few other additional tips for LinkedIn users.

It’s important to remember that the ultimate goal of communications across social channels is to strike a balance between being informative and annoying… engaging and overbearing. The line can be thin, so it’s essential for brands to continue experimenting and measuring. Armed with their own data, brands can continuously tailor post frequency and scheduling in order to improve consumer engagement across all outreach channels.

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5 thoughts on “Use it, Lose it, or Over use It: Balancing Social Media Post Frequency

  1. Thanks for satisfying this curiosity that I’ve had on an ongoing basis! I seem to be in line with these, except I was always advised that the effective number of Twitter tweets was more like 10-15 per day. Regardless, I found these guidelines extremely helpful 🙂

  2. Thanks for sharing this info! Balancing my social media post each week for work is something that I strive to do to keep content relevant and fresh across all channels. I feel I do a good job of their 10 post per week rule for Facebook. Twitter on the other hand is hit or miss sometimes. Linked in unfortunately falls to the back burner. I don’t meet the 20 post per month by any means, but I struggle relevant content on the Linked In side. These were helpful tips so thank you for sharing!

  3. Great information here! I’ve always gone with the motto ‘only post if you have something to say.’ Forced content is easily recognized and often leads me to unfollow brands. I would be interested to see some more in-depth research on this topic as I’m sure it fluctuates based on types of companies and the types of content they are sharing. This is great info to keep in mind – Thanks!

  4. So glad that everyone found this topic interesting. I myself often wonder what the tipping point is when it comes to big brands and of course, given our work, we look at it from both the consumer and marketer perspectives. Thanks for the comments and feedback!

  5. Sarah, Very interesting post. It sounds like an area for further research as social media continues to develop (e.g. Facebook’s new algorithm), but it was neat to see some concrete suggestions emerging from existing studies.

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