Marketing & Branding Advice

How Often Should You Post to Social Media?

Social media is a busy place with a lot of voices. Does that mean that to be heard you should hit it hard, publishing multiple times a day?  Or if you choose a slower pace, will you be lost in the static? These are genuine concerns.

How Often Should You Post to Social Media?

Experts are constantly studying social media numbers to answer this question. Those numbers are constantly changing and they differ from platform to platform, as each has its own “culture,” so to speak. Here is the current consensus for each platform:

Facebook: One to two posts per day.

Instagram: One to three times per day.

Twitter: Three to 30 times a day.

LinkedIn: No more than once each business day, and at least twice a week.

Posting Frequency for Professional Service Firms

If those numbers seem high to you, that is understandable. Honestly, that pace just doesn’t work for all industries, especially professional service firms. And, it is not sustainable without a dedicated social media management staff. A recognized brand like Target or Starbucks, or a social “influencer” like a politician, actor, or pro athlete, may warrant posting that often, but a professional service firm typically will post much less often. So the real answer to the question of how often to post is: Post as often as you have quality content.

What is Quality Content?

Simply put, quality content is content that is of value to your audience. If your content offers any one of the following attributes, it is quality content:

  • Saves your followers time or money
  • Answers a frequently asked question
  • Offers industry-specific insight
  • Educational in any way
  • Clever or humorous
  • Topical

Examples of Quality Content

  • If your firm has a blog, share (select) blog posts to your social channels
  • Post recent changes to laws or rules affecting your industry or your clients’ industries
  • Share infographics offering interesting data or a quick tip
  • Highlight current projects you are working on or have recently completed
  • Promote upcoming events, speaking engagements, career fairs, etc.
  • Offer FAQs and answers
  • Share fun company happenings or ways you’ve given back to your community

Keep in mind that not all content that you share has to be original. You can also share content from other sources as long as it is relevant to your industry. For instance, an industry news article or a blog post written by an expert in your field shared along with a brief explanation of what it means for your followers is highly appropriate and appreciated by readers.

But if you force yourself to post content, any content, in order to stick to a pre-determined schedule, you’re probably not posting quality content and your followers will likely disappear.

Steady Wins the Race

Consistency is more important than frequency. Choose a posting schedule that you will be able to maintain — and stick to it.  This may mean that you only post one quality post per week, and that’s fine. As long as it adds value, your audience will appreciate it. So ignore the numbers and concentrate on sharing quality content on a consistent basis at a pace that is sustainable for you.

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