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Social Media: How Often Should You Post?

  • October 3, 2018
  • By GR Harlow
  • In Digital Marketing, Social Media

Your customers are on social media; whether your business chooses to join them there is up to you. Don’t miss the opportunity to establish your brand and connect with current and prospective customers. One frequent question is how often to post. Monthly? Weekly? Daily? We’ve come up with a model for different posting frequencies, and the method you choose depends on your company, budget, resources, etc.

1. Posting Nothing

There are a number of reasons that businesses don’t post on social media: you never needed it in the past, so why start now? Maybe you don’t think your customer base is tech savvy enough to even use it. You’re not sure what to post or if anyone would even read it. And after all, you’re too busy doing your ‘real’ work to spend time ‘playing around’ on social media.

Of course, we’re here to tell you that you should be active on social media. It’s here to stay and is a huge part of people’s lives and our culture.

1A. Worse than Nothing

The only thing worse than doing nothing is to set up an account and walk away. When your customers see your outdated social media accounts, they will think you aren’t relevant and they won’t take you seriously. It’s the equivalent of still having a website that your nephew built in 2003 with scrolling, flashing text and an outdated phone number.

2. Pulse Posting

These companies post around twice a month, with usually one link back to their website, and one article, graphic, or video related to their industry. This shows your customers that you are there and keeps your business on their radar. It drives traffic back to your site and helps Google know you’re there, which improves your SEO. If you’re deliberate about the content you’re sharing, it also performs the all-important task of delivering useful content to your customers, which ultimately is the goal, isn’t it?

3. Active Posting

As with Pulse Posting, you post one link back to the website, and one industry-related article, except with Active Posting, you do it every week rather than monthly. Don’t feel discouraged if that sounds overwhelming. You can link back to previous blog links (don’t be afraid to reuse your content if it’s still relevant!), or a simple call to action/ad linking back to the site. Doing a quick Google search of a topic or event in your industry usually brings a lot of options. Make your customers laugh with a funny image or meme (royalty-free, of course, or create one yourself with a site like Canva.).

4. Frequent Posting

These are the companies posting three or more times a week, perhaps even every day. They get engagement from their audience, they interact, and it pays off. Be careful, as in all cases, not to lose sight of the quality of your content. Your followers don’t want to be bothered with a bunch of posts that are irrelevant, outdated, or offensive.

Bottom Line

Social media needs to be a part of your online marketing plan, plain and simple. Speaking of simple; while social media is a simple concept, it’s far from easy. When businesses are busy with their ‘real’ work, social media marketing is usually the first thing forgotten about. And the creativity required to consistently post quality content is enough to make many people throw up their hands. Luckily for you, we have a team dedicated to handling your social media needs. We are here to get you out of the dreaded first category and find the level of posting that is right for your business.

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