These days, having an online presence is an essential part of any business strategy. What is less certain, however, is how often you need to make posts on social platforms.
Should it be once a day or several times? And if you are going to make several posts, when is the best time to do it?
Here are nine tips to help sort it out:
1. One size does not fit all
Because each social platform has its own unique audience, you’ll most likely need several posting strategies if you are targeting multiple platforms.
What works well for your Facebook audience probably won’t work as well for your Twitter followers.
2. Keep your posts short and simple
These days people are busier than ever, so you need to help your audience by keeping your posts easy to read. If they can read it in a glance it’s more likely to hit home.
It’s more effective to make several small posts at key times during the day than one long, wordy post.
3. Keep it interesting but relevant
Why use words at all when a well-designed graphic might be more effective? Sometimes less is more! You can even re-post a relevant graphic at key times for maximum impact.
That’s why “memes” spread so quickly online.
4. Generally, the more social a platform is, the more frequently you can post
You can post 3–5 times per day on highly sociable platforms like Pinterest and Twitter whereas a service like LinkedIn probably only needs one post a day just to show you are active.
Social networks like Facebook and Google Plus are somewhere in between, perhaps 2–3 posts per day. Blogs tend to be more static and less engaging so one or two posts a week is enough.
5. Advanced Search Features
Use your preferred search engine’s advanced search feature to find the most up-to-date recommendations for the specific platform you are targeting.
Platforms are “organic” because audience participation ebbs and flows in constantly changing patterns. Last year’s recommendations probably aren’t relevant this month! Google users can use the Search Tools option below the search box to filter results by day, week, or month.
6. Scheduling Services
See if your target platform offers advanced features like scheduling. If it does you can write several posts in one sitting and then have them posted automatically at the key times you have identified during the day.
7. Commuting times
The most important period to target is when your audience is travelling to and from work because that is when they are most likely to be connected with mobile devices i.e. business days, 7am–9am and 5pm–7pm.
8. Lunch Breaks
Another key period is 12pm–2pm when people usually find time to check their social feeds. It might even be worthwhile reposting for mid-morning and mid-afternoon breaks.
9. Engage your audience
There’s nothing worse than finding an author isn’t even interested in following comments. Follow the comments and discussion your post has generated. Answer questions or provide clarification if it is warranted.
Don’t forget to remove inappropriate comments or spam from the thread!
At the end of the day it’s about getting to know your audience and no one should know them better than you!
Social platforms make it very easy to identify patterns in audience behaviour; it’s as simple as regularly looking back at your posts to see which posts had the best response.
With a little trial and error you’ll be able to refine your posting strategy in terms of time and frequency for your audience on that particular social platform. As long as you keep revisiting your posts you’ll always know the best way to reach your audience!