It is funny, but true. Marketers have the weirdest preconceived ideas about the Facebook posting frequency. This article asks and answers the 5 most important questions for deciding on your frequency of posting to Facebook and other social media networks.
Let me start by asking some simple, but important questions about frequency of your posts and messaging on Facebook. (This could also apply to other social media platforms such as Twitter, Linkedin and Google Plus, but now let’s talk Facebook for a minute). Further down you will find some thoughts that may be helpful for your Facebook marketing efforts.
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Questions related to the frequency of posting on Facebook
- Why do you have a Facebook page?
- What do you want to accomplish through your Facebook community?
- How many other pages do you think your average community member likes?
- What is the approximate demographic of your audience?
- If you think about posting two times every day for 30 days, would you be able to find or create content that you think would be interesting to read, hear or see?
When I speak at seminars or conferences about Facebook, I usually post a lot of important questions. But let’s make these suffice for now. And let me try to provide some generic answers to these questions related to Facebook messaging frequency.
Answers to your 5 Facebook messaging frequency questions;
Most companies don’t know why they have a Facebook page.
Or rather; they won’t admit the reason is because a) it’s cool& trendy b) the competition has one, so we need one too c) both a and b. To become successful building a community anywhere, you need to be able to articulate a very precise raisson d’etre (< thats French for “reason of being). So when you look at the purposes listed below, you should be able to place yourself in one or more of the categories listed.
- Are you establishing your Facebook community to sell more stuff to new or existing customers?
- Is your purpose to mainly service existing customers?
- Are you there to learn from your community, do research, test new concepts?
- Is your Facebook page merely a front to acquire new leads (which is more than ok to admit)
- Or are you building a presence simply to fool-around because you cannot find anything that is more fun to do at the moment? (you will be surprised how many of your marketing colleagues fit that description)
Most companies have not objectified their Facebook presence and therefore are wasting time and money.
So let’s say you are a marketing manager of sorts. And lets imagine for a moment that you are treating your marketing dollars much in the same way an investment banker treat hers. You are looking to get a tangible, measurable return within a specific time-frame.
If that is the case, you will be able to tell me exactly what you want to accomplish. And when you want your Return on Marketing Investment. If you aren’t there yet, here are some examples;
- I want to acquire 50 new leads (prospects) every 2 months
- I want to leverage our Facebook Fanpage as a way of educating existing customers about our products. I will measure that through a) number of positive comments and shares b) number of direct interactinos c) something else
- I want to test pricing for a new product. I will measure that by the number of people who interact with the activities I have planned to execute. My success criteria is to get critical mass in the amount of feedback I receive.
Depending on your ideal demographic, liking Facebook pages is similar to the demand-pull inflation.
Many likes are seasonal at best and sporadic at worst – meaning that somebody got all hyped up about something or someone and felt inclined to like that page at that moment, but only interacted with the page briefly.
To understand Facebook posting frequency, you need to understand how many Facebook pages your average community member likes. Why? Because …
- The more pages someone likes, the more content will appear in that persons Facebook news-stream. When someone is exposed to a lot of content on a consistent basis, that user becomes very good at filtering irrelevant information.
- It tells you something about the “pickiness factor” of your audience. If they are very picky, they are likely to demand more from your content than an average mainstream “Facebooker”. The pickiness factor is also an indication of focus. The best people to get involved in a community might be the picker onces. They are hard to attract, but when you do, you will find they are very qualified and receptive to what you have to offer.
Different audiences react differently to high posting or messaging frequencies – or low frequency of posting. It is true.
No one – and I friggin mean no one regardless of how many times they have referred to themselves as social media experts – can advise you on the right frequency unless they know your audience demographics by heart and, very importantly, the average affinity towards your company, your brand, your products and what you – and they – are trying to accomplish with the Facebook page involvement. S
Simple as that. If you are serious about contributing value to your firm, you need to understand these points in relation to frequency of messages.
- Certain demographics hyper-interact if the have a strong affinity towards the product, the cause, but – alas – it is more than likely than only 10% of your community will interact by contribution frequently.
- High interest products generally can get away with higher messaging frequency as long as there is relevance to the message. This is of course almost always true if you are offering your community incentives.
- Certain demographics are very easy to attract to like or favorite a community, but extremely difficult to activate to contribute with anything meaningful.
- Some groups of people want fast, easily absorbed information mostly borderline comic, while others have the time and inclination to divulge deeper into whatever content you share.
- Whatever you do, make sure you make an effort to understand your demographics, what ticks them, what ticks them off and try to understand how committed they are to the engagement.
Most brands have a serious challenge staying relevant for a long time. So high frequency of posting on Facebook becomes a challenge
Think about it. Could you find compelling or even half interesting content to feed to the masses everyday for a period of 30 days? How much repetition of messages would be required? Most brands would be seriously challenged. Perhaps not for the very first 30 days. But for the next 30 days, and the 30 days after that. So here are some input you may want to ask yourself
- Are we ok to repeat certain messages knowing that any given message is only going to get exposed to part of our audience.
- If we do repeat messages, how do we ensure that if we posted the original message at 10 am, the repeat of that message will be posted at 2 pm, 6 pm or ?
- If you cannot create enough original content to service your needs, whom could you partner with? Make sure you chose your content partners wisely – and try to make sure they will reciprocate the favor.
- And if you aren’t looking outside of your marketing team for stories, content, funny incidents, you are not doing your marketing job very well. You need to involve your sales people, your customer service, your product development and manufacturing teams. Ask the CEO, the finance department, the claims department, the quality assurance department. Involve the board, involve your suppliers. Use any opportunity you can to get input from different places. You will find that it is going to help you tremendously.
By understanding what you just read above, you should be able to find a frequency for posting messages on your Facebook page. You cannot base your choice of frequency on hear-say and what one or other so-called social media expert says. You need to get your hands dirty and wet your mind with intel. Information about your particular audience, their demographics, perceived needs and wants.
In my opinion it is always about being relevant to the majority of your audience. If your messages are perceived to be relevant by the majority, you can post with a much higher frequency than you could ever imagine. But you need to test this. And when you do, remember that it is impossible to please everyone all the time.
Testing is easy. But when you do, you must understand that part of the test will involve a very high frequency of messages for a period of time. In that period of time, you are likely to scare away some members of your community. That’s ok. Because it is more important for you to find a messaging frequency for your Facebook page. A system that you can then stick by as you move along and grow your success.
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