How often should my small business post on social media?

How often should a small business post on social mediaKeeping a presence on social media can sometimes mean treading a fine line between being visible or just being plain annoying. Post too infrequently and your business gets lost. Post too much and clog up people’s streams and you might find yourself removed from their lists.

Ultimately, we want our posts to reach as many potential customers and influencers as possible and in turn, we want them to engage with our business. So, how many times a day should your small business post on social media to achieve this?

I found this great article The Social Media Frequency Guide: How often to post to Twitter, Facebook, Linked In and more by Kevan Lee (Twitter @kevanlee).  Click through to read the full details of the research as it makes interesting reading, but if you don’t have time, I’ve condensed the main findings below:

How many times a day should my small business post on social media?

Facebook: 5-10 posts per week

Twitter: 5 tweets per day

Linked In: 1 per weekday

Google +: 5 – 10 posts per week

Key findings for the major social media channels

Facebook

There is some discussion in the articles comments as to whether the Facebook data is correct, as it is based on research done before recent algorithm changes. Some people recommend that 3-4 posts a day are optimal, (as opposed to the 5-10 posts a week stated in the research).

The best way to check this is to experiment yourself. Try 1-2 posts a day for a week, then try 3-4 the following week. The next step is to check check and compare the data. Go into your Facebook Insights to see how many people liked, shared, commented on the posts and how many people clicked through to your website each week, then compare the two sets of data.

To be sure on the best times of day to post you can check Facebook data to see when your audience is online.  (You can find this day by logging into your business page, clicking on the ‘Insights’ tab, then on ‘Posts’.) It will show you when your target audience is most likely to be using Facebook

Twitter

Whilst 5 tweets per day would be the optimum number of tweets for a small business, if you really want to ‘up’ your Twitter game, you should aim for posting 11-15 tweets per day. The reported data showed that posting 6-10 or 15-20 times a day meant a drop-off in the number of retweets received, so for a small business 11-15 tweets is advised if you are looking to increase your visibility quickly.

The frequency of the posts will depend on whether you’re trying to reach a global or local audience, but even if you want to reach a local audience it’s always worth experimenting with posts at times you would expect things to be quiet (such as early morning and late evening). As there are less posts at these times, your post may  stand out in the quieter space. And some evidence suggests that readers spend more time reading & digesting a tweet, if there’s not as many new posts appearing and clamoring for their attention.

Linked In

The article recommends posting just once a weekday, early in the morning. Personally, I’d beg to differ on that. I often post for one of my clients on a Saturday morning and often get a better response to the Saturday morning post than week day posts. But, she is targeting people who want to leave their jobs and start their own business, so this audience is less likely to be using Linked In during conventional working hours.

This also applies to anyone talking to a global audience. If you want to reach people in London, Australia and the US  you may have to revolve your daily posting times to make sure you reach everyone.

Google +

The findings  don’t appear to be based on any real research as the channel is still relatively new. As Facebook is considered the closest model to compare to Google + they simply suggest following the posting pattern for Facebook to see how that works for you.

 

What do you think of this suggested posted schedule?  There will always be variations depending on what type of business you run, but by and large do you think it sounds sensible and reasonable?  It helps to give small businesses a base to work with when planning & scheduling their social media activity.

 

Image courtesy of Jeroen van Oostrom at FreeDigitalPhotos.net

 

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Posted in Small Business, Social Media

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