In 2019, it’s easy to be overwhelmed by social media. However, everybody who runs any kind of business knows that a social media presence is critically important. There’s a multitude of social media channels out there to utilise and some may suit your particular business more than others. The trick is to manage each platform correctly, and give each one the correct amount of attention. However, this is easier said than done. Do it right, and you can grow your business exponentially. Do it wrong, and you could sink a lot of time and resources into what amounts to very little return.
One of the big questions that you should be asking is ‘how often should my business post on social media?’ Despite the plethora of opinions and articles on this, there is no clear consensus. It very much depends on your industry and, more specifically, the size of your business. It also depends hugely on what exactly you are trying to accomplish with your social media plan. Unfortunately, simply scatter-bombing a bunch of posts day in, day out is not going to get you very far…in fact, it’s more likely to have the opposite effect.
So before you start your campaign, think of what you really want to achieve with it, and what you’re hoping to build. If you’re a brand new business, a social media campaign should be implemented from the ground up. You should be planning in concordance with your launch, and it might be a good idea to bring an expert into help you with the manual work and/or strategy. If you’re an established business that’s looking to begin or expand your social media presence, the same reasoning applies. Someone who is well-schooled in social can often make all the difference between a blazing campaign and a tepid one.
These strategies will inform how often you should be posting. A good rule of thumb to follow is a daily rate of one post on Instagram and Facebook, and one to ten posts on Twitter, with a 1:3 ratio of your own content and other informative/non-promotional content. This is a very basic overview, but it’s still a good launching pad from which to tailor your own strategy. However, it’s important to remember that post frequency is not the only measure of social media success. Your consistency is more important than your frequency, as is the quality of your posts and pictures.
All in all, you require a delicate balance of tools to make the best of your social media. This can seem disheartening, as social media is itself a tool, one that you need for your business. However, it is a particularly sharp one, and, for some businesses, succeeding at social can mean the difference between life or death.