Today, we are going to continue our discussion on consistency in Social Media.
As we discussed last week, it is important for small businesses to be consistent in their posting on Social Media. Individuals follow businesses on Social Media with the expectation that they will be rewarded with quality content.
We discussed the importance of posting at times when you will receive the most traffic and highest levels of engagement. Now, we are going to discuss a different aspect of consistency: How often to post.
It is worth noting at this point that we are assuming that our readers are a part of small businesses.
The reason for this distinction is that most professionals agree that there is a huge difference between the expectations that Social Media users have for small businesses as opposed to large corporations. Consequently, the information in this post pertains mostly to businesses with several hundred to several thousand followers.
The biggest mistake that small businesses make when they hear the word ‘consistency’ in Social Media is posting too often. At A&C, we emphasize quality over quantity. While we are absolutely advocating that you post regularly on Social Media, we don’t want you to get too carried away.
Consistency means dependability. Your followers want to be assured that you are going to fill their feed with quality content, not useless updates, ads, and spam.
Remember the all too familiar words, “if you have nothing to say, say nothing at all.”
Another thing to consider is what your goal is for Social Media. If you are simply looking to generate clicks to your website, maybe it makes sense to simply post a lot and drive your overall reach. However, we would not advocate that approach.
We believe that the most effective way to leverage Social Media is to build an active follower-base and drive engagement more than reach.
Facebook is an interesting Social Media. Facebook has a huge base and long history. There are a lot of rules floating around out there for Facebook posting. However, the landscape has changed a lot over the years and many of the old rules are outdated.
For small businesses, we suggest posting 3-5 times per week. We have found that most small businesses have a difficult time generating high-quality content more than 5 times per week.
Always remember that tweets have the shortest lifecycle. As CoSchedule suggests, Twitter’s quickness allows for most frequent posting without annoying or disturbing your followers.
We suggest posting on Twitter at least once per day. That includes retweets, so don’t get too intimidated. However, be sure to remain on message.
For this Social Media, quality and professionalism are even more important. You can get away with posting on your company LinkedIn page as little as once per week. The key is to keep in mind what your business does, and appear to be a subject matter expert.
Obviously, for Instagram you need images. We recommend posting 3-4 times per week on Instagram. The quality of the imagery that you post really matters here, so make sure you are posting images that stand out as high quality and contributive.
Every business is unique. As always, we suggest that you experiment and find what works best for your business and followers. However, we hope that this will serve as a good resource for small business owners, and will help start the conversation about quality Social Media.
We are always looking for feedback and stories. Let us know what has worked for you and your business!