The eternal question in Social Media Marketing is – when is too much not enough? OK, that’s not really the question. The issue brands face is when and how often they should post content on their Facebook pages.
The easy answer is – no one really knows. The process contains a lot of trial and error and experimentation. However, a new study may point you in a direction…which is better than having no direction at all. You can read about it here.
The point of the article is that you attain your maximum reach of any Facebook post within thirty minutes of posting. This is strictly a percentage. It does not take into account the size of your audience or the quality of your content. It merely states that the half-life of a Facebook post is pretty darn short.
This makes logical sense. Your brand fans are not sitting on their newsfeed just waiting for you to thrill and amaze them with your content. And, they are certainly not going to your Facebook page to see all the great stuff you posted over the last 24 hours. You are, essentially, shooting arrows in the dark hoping to hit something.
This is not to say you can’t be smart about it. Here are a few things you can do:
Monitor Your Metrics – every time you post you will see how many of your fans saw it. Experiment with your posting times. Look for the higher numbers and feed the bulge.
Promote Your Posts – If you think you have something that will really pique the interests of your base use the Facebook “promote” feature. It is extremely cost-effective and can dramatically increase how many people “see” the post. By the way, it works.
Generate interaction – the more your fans comment, like or share a post the more people will see it. Yes, this is a “duh” comment. It is far easier to make this a part of your Social Media strategy than it is to make it a regular and actionable tactic.
These tactics are smart and useful but they ALL derive from the ability to post meaningful, interesting, compelling, emotional, worthwhile content. Your fans do not live in a world that is focused on you. They are living in a Social Media universe they have designed to entertain themselves. Your mission is to cut through all that clutter and deliver something that will cause them to remember you. And, you need to do that on a consistent basis.
What the above study shows is that you should be posting frequently. If you think one post a day is sufficient – you’re wrong. Most of your fans will never see it. That said, is there a maximum limit on posts? That really depends on what you are posting. If all you’re doing is “selling” then the answer is no. However, if you are “entertaining” – then there is no limit on how often you can post.
Facebook is show business and you are a performer. Dazzle, delight and deliver. The more often you can put your name in front of them the better chance you have of them remembering you positively. That can come in quite handy when they are ready to spend some money.
Steve Allan, Social Media Specialist