EVERYONE HAS THE SAME QUESTION ABOUT SOCIAL MEDIA PUBLISHING
One of the most common questions I get from people who are getting a handle on social media for the organization is: how frequently should I be posting stuff on social media? And can I just copy what I post on one network and put it on another? The eternal question about social media publishing frequency!
Like all questions, there is a spectrum along which the right answer for your organization and brand might be a little bit different than others. But there is a general rule which I explain through my 4X4 Framework for Frequency.
STOP THINKING IT’S ALL THE SAME
Each social media platform has its own culture and subtle expectations for how frequently you should be publishing content. If you go overboard (or under), then you’ll see people start to disengage, mute your or unfollow you.
I like to explain that it’s the same thing for conversational expectations whether you are at a cocktail party, a board meeting, or the library. You are the same person, but how loud you talk and what you talk about might be a little bit different even if you are with somewhat similar group of conversation partners.
Here is my 4X4 for Framework for Social Media Publishing Frequency:
Again, this is a starting point and very general rule, but you should be posting to Instagram 1 to 2 times a day. Facebook posts 2 to 3 times a day. Snapchat, 3 to 4 times a day. And Twitter 4 times or more.
As you can see, there is a difference — for example, you should be carefully curating your Instagram posts versus treating Twitter like a conversation stream or river going by 24/7.
ALWAYS EVOLVING
Note each of these platforms are trying to move in the direction of getting you to post, consume, and engage more than you currently are.
Snapchat and Instagram have Stories which allows you to publish on a more frequent basis there without feeling that you are spamming everybody.
Facebook life is changing how people look at Facebook as a publishing medium for life-streaming.
Twitter got rid of Vine, but has unveiled Periscope Producer which is trying to make itself relevant again to more and more people.
Social Media is always evolving. Don't expect to be comfortable for long. Share on X
START WITH YOUR WORKFLOW
Regardless, your first step is to build the workflow that allows you to produce content and publish it on a consistent basis for each social media network that you have chosen to be present upon:
- Instagram: 1-2 posts a day
- Facebook: 2-3 posts a day
- SnapChat: 3-4 posts a day
- Twitter: 4 or more posts a day
Once you get used to this rhythm, then you can start explore some of the new live streaming and video options that are available to publishers on each platform. There will be plenty of time for that. For now, just focus on getting the basics set-up and in a routine you can manage easily.
