When it comes to social media marketing, many small businesses assume that more information is better. They hire a marketing intern or someone from their marketing team to post to Facebook and Twitter multiple times a day. Unfortunately, these efforts may not be effective. Your business should be using Facebook and Twitter to connect with fans and followers, but posting all day, every day without a specific strategy is probably not helping you achieve your marketing goals.
When considering how often to post on Facebook and Twitter, there are a variety of issues you must take into account. Consider the following factors when planning the frequency of posts in your social media marketing campaign:
Brand awareness and trust is created through the relationships that are formed by using social media outlets such as Twitter. You need to post enough to connect with customers without overwhelming them. Too many posts could be a waste of time and money, while too few posts could mean that you are not creating connections and new customers.
So you are probably wondering exactly how many times per week you should tweet in order to carry out an effective marketing campaign. There is no exact number, but data shows that businesses who tweet around 30-35 times per week experience more success than those who tweet 10-20 times per week. Don’t let these numbers mislead you. There is no evidence that tweeting more than 35 times per week will lead to higher engagement.
In addition to thinking about how often you should tweet, you should also consider when you should tweet. At 5pm each day, Twitter experiences a significant increase in retweets. Retweets mean more exposure for businesses, so you may want to focus some of your energy into this time period. Data also shows that Twitter users click on the most links between 12pm and 6pm. Weekend activity is also higher than weekday activity. Consider all of this information as you plan frequency and timing of your tweets.
Posting 3-4 times per week on Facebook seems to be the magic number for most businesses. This will create the most number of likes for your page and increase other types of engagement. Surprisingly, posting too much on Facebook can be harmful to your social media marketing goals. Businesses posting on Facebook more than three times or more per day actually have lower engagement rates than businesses posting every other day.
Timing is just as important when posting to Facebook as it is with Twitter. It’s quite common for companies to make the mistake of using the same strategy for Twitter as they do for Facebook. Facebook and Twitter are very different social media outlets! While it’s common for people to use Twitter in the workplace, Facebook is often blocked. Due to this reason, the majority of Facebook activity happens on weekends and evenings. Saturdays have the highest engagement rates.
Of course, these numbers are only guidelines. You will need to experiment and take a careful look at your data in order to determine the frequency and timing of your social media posts. Start by using the guidelines above and measuring your results. There are a few different ways to measure the success of your posts.
For Facebook, you can use your page’s Insights in order to monitor engagement, post reach, likes, and other valuable data. Look for trends in your data and begin to experiment with the frequency of your posts. If you find that engagement is higher when you post just 2 times a week, then go ahead and adjust your strategy. Each audience is different, so you may be surprised what works.
You can also track the success of your tweets using Twitter’s Analytics tool. You can find this tool in the Twitter Ads section of your account settings. This tool allows you to check statistics such as retweets, favorites, replies, favorites, and click-throughs. You are also able to see helpful demographic information about your followers.
It’s free to use Facebook and Twitter’s data tools, but these tools may not meet your needs as your company grows. If you find yourself in need of more specific data, there are plenty of third party tools to meet your needs. While it’s wise to try the free tools first, you may want to utilize third party analytics tools as your marketing goals expand.
Lifespan versus Value-Facebook and Twitter posts have a short lifespan by design. These posts don’t last long and they are meant to, so don’t make the mistake of treating a social media post like a blog article. Depending on how many followers you have, the lifespan of a tweet may be anywhere from a few minutes to a few hours. The lifespan of a Facebook post is a little longer at three hours.
Think about the time it takes your staff to create content for these posts. Of course you need to have quality content, but you also need to create content in a timely manner in order to get value out of each post. In other words, your marketing staff should be thoughtful and strategic in their posts, but they shouldn’t be spending hours creating a tweet that only lasts for fifteen minutes.
Relevancy and Currency-Your customers aren’t looking for cat memes or celebrity gossip when they make the choice to like or follow your business. They believe that you can offer them quality information that is somehow relevant to their lives. Of course offering a promotion or deal is fine every once in a while, but the majority of your posts should be content that speaks to a need or fulfills an informative purpose.
There are many tools that allow users to schedule Facebook or Twitter posts ahead of time in order to effectively manage their social media marketing campaigns. These tools are very helpful, but they can also lead business owners to post content that may not be relevant or current for followers and fans. Some overzealous business owners find themselves hoarding content and scheduling future posts that are neither timely nor relevant to their followers.
Marketing Goals-Before you create a posting schedule for your Facebook and Twitter, you have to understand your marketing goals. Are you just trying to get more followers? Maybe you are more focused on creating website conversions. You won’t be able to measure the effectiveness of your social media campaign if your aren’t clear about your goals.
There is no exact science when it comes to the frequency of your social media marketing posts. First, take a look at what works for others. There is a strong possibility this could work for you as well. If you aren’t seeing the results you want, then it’s time to experiment with your weekly posting schedule. Mix and up and see what happens. If you are totally lost, remember the data doesn’t lie. Take a careful look at your analytics and page insights so you can understand what your customers are responding to. Used correctly, Facebook and Twitter can be powerful marketing tools. Make sure you follow the tips in this article to create the most effective posting schedule possible.