Most of the time, when I help a client to launch a corporate website, we would also refresh the company’s blog and social media accounts. Inevitably, the client asks the million-dollar question, “How often should we post?”
As always, the answer is “it depends.” There are literally hundreds of infographics out there with answers to this question. I have included some of the ones that I agree with below. But before we look at those, let’s consider a few more important questions:
Which social media channels are your target customers passionate about? This is an easy question for some. If you are in fashion for instance, Instagram and Pinterest are no-brainers. But what if you are a B2B technology solution? Your customers are getting online and doing research somewhere. Maybe Facebook isn’t for you, but is there a LinkedIn group that most of your top targets belong to? Identify what matters to your target audience and skip the rest.
How often do your target customers want you to post? If you are marketing to 20-somethings, more may be better. If you are marketing to 50-somethings who prefer to read lengthier content, more posts may be a turn off. Stop asking what the industry benchmarks are and start asking how often your target customers would prefer to hear from you.
How often are you able to create quality content? This is, in many cases, the real question. When clients ask, “how often do we need to post?” they are usually really asking “what is the least number of times we can post to get the highest return?” This is where the “fast-cheap-good” quote always applies.
You can have fast and cheap posts, but the content won’t be good. Or you can post good content frequently, but you will have to use a lot of resources to keep it up (which may be worth it, depending on your industry). Many companies end up somewhere in the middle, where they create good posts that are a little cheap and not quite as frequent as they might like. I think those are logical compromises to make, as long as you are tracking your efforts and your results, so that your decision making can improve in the future.
Still looking for some benchmarks? Of course you are. Here are some worth considering: