How Many Posts To Publish on Social Media Sites: The Scoop

By on July 4, 2013

One of our readers recently asked the valid question – how much do I post on a daily basis? This is a complex question as I’m sure you have discovered, by trying to find a straight answer online. For once and for all, here’s what the experts say, what we say, and what you should DO about post publishing rates on different social sites. Sally, this one is for you!

Scaling Your Social Media Strategy

As you know, posting updates on sites like Facebook, Twitter and Pinterest is a very big part of your social media strategy. In fact, you could say that it’s an instrumental part – especially because frequency is directly connected to popularity, interactions and increased community size online. But how big is your current campaign?

This is the first question you need to ask. There is no point knowing that you should post 8 times a day on Facebook, when you can’t possibly create 8 interesting updates that are in-line with your current social strategy. So step 1 is about KNOWING YOUR LIMITS.

That said, here is what the experts say:

You should test post frequency rates by taking 1 month of your time, and staggering the posts to determine the ideal publishing time and schedule.

If you don’t have time for that, or are still struggling to use analytics as a feedback tool to improving your social pages, there are other pieces of advice you could try. These are based on our extensive experience, and on expert opinion.

 

Facebook Posting Schedule

It doesn’t matter how many fans you have on Facebook, it’s interactions you want. This is because not all of your fans are seeing your posts. They will only see your posts if Facebook has deemed that they are really interested in them via an algorithm called the Facebook Edgerank system. You want lots of interactions to get your information out there.

Small business posting: Between 1 and 3 times a day
Medium sized business posting: Between 1 and 3 times a day
Large brands: Also between 1 and 3 times per day!

On Facebook, posting every single day is crucial if you want to maintain interactions with your existing fans. Large brands like Skittles, Red Bull and Disney post at a rate of about 1 a day on this platform. They do this because their analytics show that any more than an average of 2 posts a day loses them engagement, and that’s what you’re after!

Best time to post on FB: Between 1pm and 4pm

 

Twitter Posting Schedule

Based on a huge amount of research conducted by just about everyone that uses Twitter, the average tweet is interesting and active for about 2 hours. Tweets come and go in your users feed, which means you have to post a lot more here if you want to gain new followers, and real retweets and responses.

Small business posting: Between 3 and 5 times per day
Medium sized business posting: Between 5 and 10 times a day
Large brands: Between 10 and 20 times per day!

Twitter is all about real time information, so make sure that your tweets are tied to high impact hashtags that make sense. Large brands tend to post an average of about 15 tweets per day to stay in the public eye. You can follow their lead according to the size of your current social media strategy.

Best time to post on Twitter: Between 1pm and 3pm.

 

LinkedIn Posting Schedule

LinkedIn is a business network that requires in depth conversation and limited actions so that people don’t get post fatigue from your scheduling. On the whole, individuals can get away with posting a few times a week, and brands a little more than that. The trick is to keep the post going once it has been published.

Small business posting: 3 times a week.
Medium sized business posting: 3-5 times a week.
Large brands: Daily.

Typically, on a site like LinkedIn the most important thing is meeting new connections, so even though your posts will keep your groups going, it’s also important to comment on other people’s groups to attract them to yours. These are business people, so keep your posts important and worth sharing.

Best time to post on LinkedIn: Between 7-9am or 5-6pm

 

Pinterest Posting Schedule

Pinterest, the image sharing website, is different from the other sites in that pictures have a longer shelf-life and are shared much more after posting. However, it does have a feed which means posting every day is optimal.

Small business posting: At least once a day.
Medium sized business posting: Every day or 5 times a week.
Large brands: 5-10 images per week.

Sharing and creating visually appealing boards is more important than anything else, so make sure each post adds something new and exciting to your board strategy. If you find that your images are not being shared, try adding them to a new board title. Sometimes a little context is all that is required.

Best time to post on Pinterest: Between 2-4pm or 8pm-1am

 

YouTube Posting Schedule

YouTube is an advertisers dream and a marketer’s paradise. Unfortunately it also takes the most work to keep updated. YouTube videos have the longest shelf-life of all, but you will need to finance them if they are going to ‘go viral.’ In the meantime focus on gaining subscribers by posting regularly.

Small business posting: Once a week.
Medium sized business posting: Twice a week.
Large brands: 3-5 times a week.

YouTube videos can stay in the public sphere for much longer than copy or images. Some large brands post several videos per day, and that’s alright. Unlike other social media platforms, these videos are often appreciated by their subscribers. Remember, YouTube is taking over the television scene, and there is rarely too much good TV in the world.

Best time to post on YouTube: Between 2-6pm weekdays.

For blogs, the general rule is to post every day. If you have guest contributors you can post more than one post – but keep it diverse. No-one wants to get 5 RSS feed emails from the same site in one day. It’s impossible to keep up, especially when your subscriber probably has dozens of other feeds to look at.

Do you agree or disagree with these posting time and schedule details?

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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