Believe it or not, on social media, there’s a strikingly sensitive balance between being pleasantly informative and coming off as painfully annoying. Unfortunately, many digital marketing agencies are completely oblivious to this and have their clients paying top dollar to bombard their respective social audiences with posts which—though useful—are a bit cumbersome when forced.
Your brand may have found and produced incredible content for a specific target demographic, but unless people are pleased with the amount of information being pushed to them on their precious feeds, the result promises to be less than positive. Seeing as how many marketing agencies are struggling to find a healthy equilibrium with social posting, the question begs to be asked: How much scheduled social posting is too much?
On Facebook, it’s especially key that fresh, intriguing content be published. Simply put, if what you’ve scheduled to publish isn’t of the highest quality, you’re doing both yourself and your client few favors. Recently, SocialBakers.com studied three months’ worth of Facebook content from a few of America’s leading brands and discovered that each of them is publishing posts through Facebook, on average, about once a day.
Furthermore, the aforementioned group also found that when companies and marketing agencies post only once a week, audience connection is lost. However, when posting more than twice a day, consumer displeasure increases. As a general rule of thumb, posting three times per week should be considered a floor, whereas 10 posts a week should be viewed as a ceiling of sorts.
As far as Twitter is concerned, the more the merrier—tweets that is. Twitter is arguably the Internet’s greatest social tool for joining any one of a specific community’s numerous conversations. Almost single-handedly through Twitter, many brands have solidified themselves as industry leaders.
Research shows that when at least three to five tweets a day are pushed to a group of followers—regardless of size—the proverbial ball of user engagement beings to roll. That being said, logically, the more you tweet, the more opportunities your fans have to interact with you and your company. If you’ve got a robust social team with the time and energy to tweet and interact, the sky’s the limit. For smaller, up-and-coming businesses, however, focus on hitting that three to five tweet sweet spot in order to develop a real, reputable Twitter presence which can easily transfer into something more prosperous in the near future.
By and large, LinkedIn is viewed as a low volume/high value social network. Originally, LinkedIn was created as a platform through which individuals could network with industry-specific employees and businesses to identify advantageous professional opportunities. While still true in today’s day and age, the site has become a channel for brands and marketing agencies to launch a masked—though positive—advertorial voice through content marketing.
To get the most out of LinkedIn, it’s recommended that a minimum of two posts per week be produced. Conversely, no more than 5 posts per week should be published. Once again, on a top-tier site like LinkedIn, it’s imperative that you be promoting only insider business savvy, interesting facts and tips for industrial prowess.
Most people associate Pinterest with the female, do-it-yourself crowd; however, in recent years, Pinterest has made a name for itself as a timely avenue for marketing agencies to visually bolster organic content.
With fields of interest like fitness, technical gadgetry and fashion leading the way as Pinterest’s top pinning topics, companies from all sorts of backgrounds have seen success through this interactive outlet. For those who’ve seen great success through Pinterest, anywhere between five and 30 large, high-resolution images are being pinned each day. Statistically, Saturdays, afternoons and evenings are the best times for tapping into audiences for communal interaction.
Whatever experience you’ve had with social media, it’s vital to remember the following: each represented industry brings with it a series of social challenges for marketing agencies which must be met with a series of strategic adaptations. Needless to say, as social media scheduling is mastered, digital reputation and market reach are guaranteed to improve.