I’m often asked “how often should we post to Facebook/Twitter/Instagram/etc.?” I pretty much always say the same thing (I’ll give my response in a sec).
First, read these two articles. The have really different takes on the question “how often should I post?”:
- How Often Should You Post on Social Media: See the Most Recent Research and Tips
- Facebook Post Frequency: How to Find Out What Works
I’d agree with the second article. The first article is based on average posting frequency research. For example, one study they mentioned looked at thousands of tweets from brands, and found that 2-3 tweets per day gained the highest engagement levels. Fine research, but the article then says “ok, so do 3 posts a day in Twitter.”
I’m not certain that’s the best conclusion. It’s like doing research on how tall people are. You might find out that the average height of a male is 5’9″. Then, based on that average height, you’d tell clothing companies to make pants to fit a 5’9″ man in order to sell the most pants.
You see the problem, right (I certainly do, since I’d be wearing high water pants!)?
Second, here’s how I answer the question “How often should I post?”:
- Post more than you’re currently posting. For most libraries, this advice works great. Why? They don’t have a dedicated posting schedule, or posting goals. Or they post sporadically. Maybe no one posted last month. Sometimes I say post enough to look alive in that social media tool, so at least once per day.
- Figure out your organization’s optimal posting frequency. Start experimenting with posting more, then look at engagement rates, daily unlikes (on Facebook), etc. and adjust accordingly. Or, just ask your social media followers if they want more or less from you, then go with the flow.
The real answer? It varies by organization and by social media tool. How often do you post? Is it enough? Please share!
Cool numbers image by Denise Krebs