(Or how not to be that annoying neighbour who won’t go away)…
Let’s face it. You don’t want to be that annoying neighbour. You know, the one with the shrill voice who shows up at odd hours on your doorstep asking to borrow a couple of eggs… or the annoying Top 40 song that plays on the hour every hour that now sounds like nails on a chalkboard and you are horrified that you find yourself humming it despite yourself.
The same can be true with social media. How often is too often to share with our audience?
“We have technology that for the first time in human history, allows people to maintain rich connections with much larger numbers of people.” Pierre Omidyar, Founder, eBay
In order to keep these connections ‘rich’, we have to be careful not to over-saturate our followers with messaging. Social media marketers have the challenging but important task of finding the balance between being top-of-mind and … annoying. After all, we don’t want to drive away followers; we want to connect with them.
Here’s what the research says:
Posting once per week on Facebook is too little in order to maintain a connection with your audience. Posting more than twice per day was bordering on annoying. A 2011 study by Socialbakers (the most popular provider of social media analytic tools, statistics and metrics) found that the sweet spot is five to ten posts per week.
Their research also shows that ‘when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. The drop-off continues as more posts are made in the day.’
And what about Twitter?
They found that brands start seeing a huge increase in engagement when they post three tweets per day. Three was also the magic number when it comes to number of replies, retweets and favourites. Alternatively, another analytics firm, Track Social, found that five tweets a day was optimal for response. Basically, if brands tweet within these guidelines, there’s a higher chance of a positive engagement with your followers. Keep in mind too, that a tweet has a relatively short lifecycle – it’s engagement powers suffer a demise around the 18 minute mark– hence the need for more frequency.
What is your saturation point? The point when you want to slam the door in your annoying neighbour’s face or throw your radio out the window??
Are you going to schedule more or less Facebook posts/tweets?
- Socialbakers http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-facebook-pages