If you’re using social media to try to grow your business, I’m increasingly convinced that you should pick one of two directions:
- Post once a week.
- Post 1,000 times a day.
Post once a week
So many businesses fail to even post just one time a week, that increasing to merely once a week would be a huge step up. It’s like I shared back in June when when explained how “average” marketing would be amazing for a lot of businesses.
You won’t show up in suggested posts very often and almost certainly won’t go “viral” in any way, but having a pulse on there is a good thing. Increasing from once a week to two or three times a week won’t make a big difference (though I’ll share some exceptions at the end of this post), so write a great post and move on with your work.
Post 1,000 times a day
On the other side you have people like Gary Vaynerchuk that are literally posting 1,000 times a day. If you want to really make an impact on social media, you need to go all in. While 1,000 posts a day is unrealistic for most of us, if you want to really go after it you need to be posting at least 10-20 times every day. Personally, that sounds miserable.
Middle ground?
There’s really not much middle ground. Either “have a pulse” or “go all out”, but posting 2-4 times a week isn’t much better than just once for most businesses.
I mentioned at the top that there were some exceptions, mostly in places where people are expecting your content (like for a school or an event). For 99% of businesses, no one is eagerly awaiting your next post (“I can’t want to see what my local plumber shares next!”).
However, schools and similar organizations need to keep parents informed and parents will intentionally seek out those social profiles for updates. If you fall into that category, then post as you see fit.
For the other businesses out there, just make sure you keep a steady rhythm and you’ll do quite alright.
