We are social media obsessed, but sometimes we come across people – even companies – concerned about the amount of posts they should post online to communicate a message, to follow a trend or to create a new one. I have read and heard several times about the “dangers” of over-posting and how careful we should be.
Reading & hearing this type of information has made me wonder what is over-posting? Says who and why? Who invented the criteria? Why try to create a feeling of doubt or disbelief in our fellow obsessed social media users? At the end of the day, the last thing we want to do it is to annoy our valued followers with “too much – too many”!
From my professional and personal experience, I’ve come to the conclusion that there’s no “Social Media Bible” that contains the “10 Social Media Commandments” which we should all vicariously follow to be forgiven for the sins of annoying our online communities. There’s no need to feel under pressure over the amount of posts we should post – daily, weekly or monthly. Otherwise, you will end up having a constant headache over this dilemma.
What is suggested to do then?
There is no definite, specific answer; the answer is universally different to everyone, every business, brand, blogger or individual.
It does really depend on the type of the business and person, and how well you have defined your guidelines from a communication point of view. It is important that a well-organised Marketing Department and Social Media team have a full understanding of the platforms they are utilising. This is crucial to recognising and embracing the needs and wants of the target audience.
Once this knowledge is well-set up, half the task is done…
A very effective way companies and individuals can use to formally measure their online engagement, is by putting into practice a test which will allow them to observe, monitor and quantify their online community behavior. This test will also be useful to gauge more clearly which one of the social media platforms is the most effective for us as a communication channel. As mentioned above, it really depends on particular objectives, purposes and interests.
Carrying out this test can be very revealing as you can find yourself going deeper into your findings. You might even end up analysing parameters you did not intend to in the first place.
For instance, in terms of frequency of posting at “peak hours”, it depends on the type of business you are. e.g. Office working hours are completely different to EMEA companies which have a global audience, in different time-zones. This kind of metric is rather important to take into consideration when posting your messages.
Jade Furubayashi, social media addict and Community Manager at Simply Measured, who carried out a test for her company’s Twitter frequency, and obtained compelling results – stated in her article “How Many Tweets is Too Many Tweets” that “ One thing that you probably shouldn’t do after reading this blog post is automatically start tweeting more. Just because it worked for me, doesn’t necessarily mean it will work for you. Every audience is different; some will respond better to seeing your handle pop up in their feed multiple times a day, while others won’t. But what I strongly recommend you absolutely do after reading this post is run this test for yourself! The best way to find your sweet spot is to test, test, test!”
As a blogger myself, I am always keeping an eye on my metrics in order to have a good understanding of my blog’s traffic. I use Google Analytics – which is a rather useful tool – to keep track and efficiency on my site’s traffic. I am aware of my “peak” times and other relevant metrics which allow me to keep my editorial and schedule calendar busy most of the time.
Next time you feel you are about to drown in the swimming pool of doubt about how many posts is too many, don’t panic, do your research, go online where there is prolific information in relation to the subject. Pay careful attention to your website metrics and plan the schedule of your posts, comments and information etc… based on the numbers presented to you by your own statistics.
I suggest, next time you feel you have created good content in one of your platforms, do not hesitate to Facebook it, LinkedIn it, Tweet it, Blog it etc… You have a community that I am sure will appreciate your efforts to keep them engaged and well-informed.
Don’t let the “over-posting” fear restrain you from doing what works best for you.
By Marlon Jimenez
About the author:
Marlon Jimenez is a regular blogger & social media enthusiast