Sometimes we think if we share more on social media our brand could be recognized better, but how much is too much and how much is going to get our brand the optimal engagement and our voice delivering the right message?
On Facebook, people always want quality over quantity. If you use that as the main objective to your goal you’ll know your followers will constantly engage with your content. The quality of your posts should always be informative, interesting, heart warming, and interactive including an image or video.
The second step would be to clearly identify your objective. Are you posting on social media to get social engagement? Or are you doing it to get more clicks to your website? if you have a smaller following (less than 10,000 followers), and you post twice a day, then your engagement per post will be lower, but your website clicks will be higher. And the opposite is true. In fact, according to a study from Hubspot.com, posting twice a day (given you have less than 10,000 followers) will actually result in about 50% fewer clicks per post.
Our advice would be to post 1-2 times per day depending on your number of followers, less posts with a smaller following and more with a larger following.
Twitter has a shorter shelf life, with many thought leaders and large corporations dominating. Because of that, large sized businesses have to continuously engage on Twitter and stir the conversation, sometimes even up to 30 tweets a day. However, the rule doesn't necessarily apply to smaller business without a comprehensive content library. We advice 2-5 tweets a day when your following is not large. But, it all goes back to the point of quality, If you don't have something valuable to say don’t share empty content for the sake of posting, it de-values your brand and the credibility of your voice.
The key with Instagram is consistency and posting at the right time of day. What we mean by that is posting when your followers are mostly online and ready to engage. You can learn about your followers’ behavior and availability through trial and error and through monitoring your analytics closely to see what time of day people engage with your posts the most. For a larger follower base we suggest not more than 2 posts per day, for a smaller following every day or every other day is more than enough.
Linked in has a lower threshold tolerance for number of posts a day than say Facebook does. The key here is to always provide quality and informative content, ideally once a day if you have a high following and 2 posts a week if you are a smaller brand trying to build credibility online. In fact a study shows posting 5 times a week for brands with a larger following can get you to up to 60% more reach, so post quality over quantity.