MBA2141 How Often Should You Post to Social Media?

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Welcome to the $100 MBA show to the Point Business advice every single day with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of Webinar Ninja, an independent software company I started with my co founder back in 2014. And in today's lesson you will learn how often should you post to social media? You hear some gurus online say there's no such thing as too much content on social, and when we try it, it kind of backfires. We don't get the engagement or the community building we're looking for. The first word in social media is social. The point of social media is to engage with your audience and build relationships. But some people believe it's a promotion tool that you should just promote, promote, promote as much as possible and there's no limit. Well, I dug into the dep. I actually did some deep research, took a look. What are some of the experts that know the tools and algorithms and how they work to tell us where is the point of diminishing returns? How much is too much? We'll get into that in today's episode. So let's get into it. Let's get down to business.

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Terms APPLY I was really curious about this topic because we try to post on social media and I'm often worried that we might be posting too much or I'm making sure we don't post too much. But my definition of too much may not be what's actual fact. I want an unbiased scientific opinion on this. So I scoured the Internet and actually found that hootsuite did an in depth study when it comes to this. They studied all the different platforms and we've applied this, learning this data to our own posting and found that it's actually the sweet spot. See, you have to understand how these platforms work. Yes, they want you to produce content and be on the platform, but at the same time they want that content to be viewed by the viewers, by the users on the platform. And if you're just spamming people on social media, this is going to cause a backfire. This is going to cause people to get annoyed. Now there are a lot of gurus out there. There was large audiences that produce a ton of content on all the platforms, more than maybe you would do. Now these people are the exception to the rule because they have millions and millions of followers and the way the algorithm works with those types of accounts is a bit different. But if you have less than a million followers, then what I'm going to share with you today is going to be basically your rule of thumb. So we're going to start with the top four social media platforms that are used for business, and that's Instagram, Facebook, Twitter and LinkedIn. Unfortunately, because TikTok is relatively new and their culture about sharing their data, their numbers is quite closed off. We don't have enough data to actually be able to know what's good on TikTok. So let's begin with Instagram. And the data shows that posting between three to seven times a week is the sweet spot. Personally, I've seen that if I post every single day, one post, this is what gets the followers and the engagement. Beyond that, you're bombarding them with too much information they just simply can't consume. Three to seven times a week works well for Instagram because of the algorithm, because of the nature of the app itself, and because of the content that's on Instagram, images and videos, there's only so much time you can spend on social media a day, and images and videos probably spend the Most time or consume the most time Videos, definitely. Let's move on to Facebook one to two times a day. Now, if you've noticed in recent years, Facebook has really optimized for text and images, not video. In fact, if you add a link to a video, like a YouTube video, it won't actually play in Facebook. It will go and take you outside. And they don't want to optimize that. They want to encourage you to leave. Facebook versus Twitter. For example, if you post a link to a YouTube video, it'll play right inside of Twitter. So because it's mostly text and images, people can consume more content. It's best that you post one to two times a day. So up to maybe 14 times a week. So you can post a bit more on Facebook than you normally do on Instagram. Let's go to Twitter now. Twitter, mostly text. Yeah, there's some images and sometimes video. But mostly Twitter is all about texts, replying to texts, engaging via text. And that's why Twitter has a higher threshold for content, meaning you could post one to five times a day. I recently took a great Twitter course by Arvid Kahl and this aligns with what he recommends in terms of posting four or five times a day. That's plenty. That's good enough. But Twitter, the secret of Twitter and growth of Twitter is not in the posting. It's actually in the engagement. It's you replying and joining conversations on Twitter. This is how you are able to gain new followers and get credibility because you're adding value to Twitter, adding value to the conversation versus just posting things or posting content on your profile. Instagram's optimized for that. So actually posting does help you a lot on Instagram versus Twitter. Not so much engagement. It's what helps you the most. In fact, I would say if you posted one a day, one tweet a day on Twitter, but engaged, you know, 10 times that day each day, you'd grow faster than if you posted five times and engaged once. Similar to Twitter, LinkedIn one to five times a day now, full transparency. LinkedIn is not my cup of tea. I just don't enjoy being on LinkedIn and I'm just not there. My team posts for me on LinkedIn. I don't personally engage on LinkedIn too much and that could be a mistake on my part, but it's just not my social media of choice. I don't enjoy my time there, so I really haven't experimented much on what works with LinkedIn. But the data shows one to five times a day is a sweet spot. Now, every social media account is different. It's important for you to test and analyze your results in all these social media apps. There's a way in your profile to see your data, your stats, your engagement. It's good for you to take a snapshot every month of how you're doing versus the other month last month, so you can see how what you've done has impacted your efforts or your growth on that social media platform. This could be a simple spreadsheet where you just basically put down your numbers. I started the month with these many followers, these many posts, these many engagements is what I got, these many likes. It all depends obviously on that social media platform and their metrics. But the point is, is that document those metrics at the beginning of the month so that next month you could see your growth and see what actually works. So what I share with you today is a guideline so that you can just get started and start posting and know, hey, this is kind of where too much content might start to begin to be annoying and not serve me and my followers.

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Now, when it comes to posting on social media, my advice to you is choose the platforms you feel that you can produce content easily for. So if you feel comfortable in front of camera, just flipping on a camera on your phone and shooting a video or documenting what's going on, then a platform like Instagram is your jam. You need to really produce your content on Instagram as much as possible. Then you can repurpose it and put it on the other platforms as well. If you like to Write, then Twitter, LinkedIn, Facebook, these are your friends. If you like sharing memes or inspirational quotes in images, Instagram, Facebook. Sometimes we try to do reverse. I'd be like, okay, which platform should I go to? Well, think about, what do you like to produce? Because this is going to allow you to produce steady content that's interesting and engaging for your audience. Now, a few tips that I learned along the way. If you're a typo king like me, I really write quickly and often make typos. Then you want to write your tweets in advance so that you can proofread them or have somebody else proofread them before you post them, not in the moment. Why? Because Twitter doesn't allow you to edit and there's nothing worse than having a typo on a tweet that has gotten some real traction. Engagement feels horrible. Facebook, Instagram, LinkedIn on the other hand, you can edit as much as you like. Another tip is if you don't want to be changed to your desk or your phone to post every single day on these platforms, then use one of those scheduling tools that are really handy where you can batch all your posts for all the different social media channels in one go. Or somebody could do it for you on your team. If you're interested in using a tool like this, check out Meet Edgar Buffer or socialmonials. These tools make it super simple for you to schedule all your social media in advance. That wraps up today's lesson. Thank you so much for listening to the $100 MBA show. If you love this podcast, share it with your friends. Let them know on social hey, you love this podcast. Why you love it and let them know that they can subscribe over@100mba.net before I go, I want to leave you with this. I'm not a big fan of social media. I do it because I know it's important to engage with my audience, to grow my audience, and it's just part of business. Not everything in business you're going to love. I try to get help and get my team to help me with social media as much as possible because I don't enjoy it so much. But it's best for you to accept the things that you don't enjoy and just get on with it. Sometimes you got to do things that are just not up your alley or not like super passionate about to get to where you want to go. A means to an end. Thanks so much for listening and I'll check you in tomorrow's episode. I'll see you then. Take care. Of. If you your parent or spouse served in the military, you could join our family. Our members saved an average of $70 a month on auto insurance when they switched. Tap the banner or visit usaa. Com jointoday to check your eligibility restrictions apply.