Engagement is a hot topic on social media these days. What kind of content should you post? What makes your fans tick? How often should you be updating? I hear these a lot and did so again this week when Helen Trip from The Travel Lady Agency contacted me with a question.
How often should I be posting on our business Facebook Page facebook.com/thetravellady?
I want to be sharing fun and interesting info with our fans, but at the same time I do not want to overwhelm them. My thoughts are that it’s a matter of trying to put a decent amount of time between posts instead of doing it all at once (which is something I’m working on). But some of the staff in the office say it’s too much all together. What are your thoughts on this?
I think my content is good – I’ve been referring to your article “25 Social Media Content Ideas for Travel” which has been a huge help!
First, thank you for your readership! I’m happy my blog posts are useful to you.
Second, the answer really depends on your fans but most small businesses find the the sweet spot for posting is between 2-3 posts spaced out during the day. What that means is that you should be aiming for a few hours between each post to give your fans time to respond, like or see other things in their news feed.
That being said, here are a two things you should pay attention to to determine if you are posting at the right frequency:
- In your Facebook Insights, under interactions, keep track of the “unsubscribe” rate. This indicates the number of people who unlike or hide your updates from their news feed. If that number goes up, it is likely that your frequency is annoying someone and it’s time to tweak it.
- On your updates themselves, are you getting any interaction? Take a look at what type of content is getting the biggest reaction from your fans and try offering more of that and less of things that get no response. See if that helps engagement and your unsubscribe rate.
That being said, don’t discredit what the staff are telling you either since they see the page as a customer would. If they are telling you that you are posting too much, I would start by trying to space your posts out more and see if the comments continue.
It’s a bit of a fine balancing act that takes a while to get just right. Hopefully this helps a bit.
You might want to check out “Strategies for Effective Facebook Wall Posts: A Statistical Review.” This free report summarizes a recent study by Buddy Media has some really great data (including industry-specific stats) that can help you optimize your posting practices.