I’ve been in dis­cus­sions this week with a poten­tial client in Edmon­ton regard­ing my tak­ing over man­age­ment of their Face­book page and Twit­ter account. They have been unhap­py with the ser­vice pro­vid­ed by their cur­rent social media man­age­ment com­pa­ny and hoped I could pro­vide bet­ter ser­vice.

If you’re inter­est­ed in see­ing some of the suc­cess I’ve had for oth­er clients, check out some of these arti­cles:

Any­how, I took a look at this company’s social media accounts, and I saw imme­di­ate­ly what the prob­lem was. The oth­er social media man­age­ment com­pa­ny was post­ing only once every week or two. That is vast­ly insuf­fi­cient.

I touch on the impor­tance of not going dark when it comes to social media posts in a recent case study I wrote about a client of mine that had stopped post­ing for a week.

Post­ing fre­quent­ly is an impor­tant part of keep­ing your fans engaged.

Most peo­ple don’t vis­it Face­book pages out­side of the first time they like the page or if they need spe­cif­ic con­tent (for exam­ple, the menu for a restau­rant page). They see your con­tent only when it shows up on their News Feed. And if you’re post­ing con­tent only once every week or two, then that’s how much time will go by between each time your con­tent shows up on their News Feed.

If your goal is to increase the reach of your Face­book page, you must have con­tent reg­u­lar­ly show­ing up on the News Feeds of your fol­low­ers. That can hap­pen only if you’re post­ing reg­u­lar­ly.

Now, I’m not sug­gest­ing post­ing con­tent every 5 min­utes. Ide­al post fre­quen­cy is some­thing you’ll have to deter­mine through tri­al and error. But it will entail find­ing a bal­ance between ide­al post times, opti­mal post inter­vals, and total dai­ly posts.

Ear­ly on in my social media man­age­ment career, I was work­ing part time for a com­pa­ny, so my Face­book posts on their page were con­cen­trat­ed in a 3 – 4 hour win­dow. We received some crit­i­cism for that, and that’s when I start­ed using post sched­ul­ing. It allowed me to sched­ule posts for when I wasn’t at work. It turns out that it wasn’t the num­ber of the posts that was irri­tat­ing our fol­low­ers; it was the fre­quen­cy.

So, remem­ber, if you want more engage­ment on your Face­book posts, post fre­quent­ly.

What do you think? Do you agree? Dis­agree? Let me know in the com­ments below.

About Kim Siever

I am a copy­writer and copy­ed­i­tor. I blog on writ­ing tips most­ly, but I some­times throw in my thoughts about run­ning a small busi­ness. Fol­low me on Twit­ter at @hotpepper.

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