To Post or Not to Post, That is the Question

We have all fallen under its trance, either witnessing the barrage first hand or as the instigator behind the attempts. Social media marketing is continuously abused and overused daily. Most users are phased by its glittering user-friendly platform and its sparkling ability to communicate with multiple customers for a minimal cost. This causes a vicious cycle of misuse and over-posting, which inevitably frustrates customers and turns them away. Don’t get caught under the spell!

As an entrepreneur, small business owner or social media marketer, knowing the optimal time and frequency for posting content on Twitter, Facebook, LinkedIn and Google+ can drastically influence your campaign’s effectiveness. Since no two social media utilities are alike, the ideal amount of posts and best time to publish, vary across each platform. In The Social Media Frequency Guide: How Often to Post to Facebook, Twitter, LinkedIn and More, Kevan Lee suggests the best marketing formula for world class results:

Facebook

– Goal: 5-10 posts per week

– Beyond one-post-per-day, the response rate drops off

– During the first five hours, a post reaches 75% of its potential

Twitter

– Goal: 5 tweets a day

– For the most value, tweet up to 30 times per day

– A tweet’s peak of engagement lasts only 18 minutes

LinkedIn

– Goal: 1 post a weekday

– 20 posts per month

– 20 posts a month will reach 60% of your audience

Google+

– Goal: 5-10 posts per week

– Similar to Facebook sharing

– Heavy users can differ on agreed frequency

Timing: With fifty percent of Americans living in the Eastern time zone, scheduling posts accordingly will appeal to a larger audience. West Coasters should schedule morning tweets in order to capture the attention of East Coast early risers. Yet, data suggests that the highest email and open clicks occur between 8:00 p.m. and midnight. Therefore, businesses should consider posting in late evening hours, in addition to times throughout the workday, in order to increase customer awareness.

Conclusions: Maintaining the balance between being informative and annoying is key in creating a compelling social media strategy. The fine line of providing value while continuously engaging customers is not easily determined. Since most of the social media channels are constantly updating, the best way to find your optimal results is to predict, measure and repeat.

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