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.
By the way, if you came here after hearing me speak somewhere, go here to get the Mind Box.
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.