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The ultimate guide to determining how often to post on Facebook

By Yulia Dianova

10048641_H15695923-600x283How often should your company post on Facebook? This is one of the most common social media questions businesses ask. It’s a good one, too, considering that thousands of stories make it to your followers’ Facebook feeds. Does that mean that posting more frequently will help your company reach more people? Or will more posts simply annoy your followers and lead them to block you?

Unfortunately, there is no universal answer when it comes to the optimal frequency of Facebook posts. Some statistics say that companies should post up to five times per day on average, but many experts debate whether this finding fits well for every business. The truth is that you need to determine for yourself what works best for your target audiences. You can accomplish this by examining where you are, where you want to be and by doing your own testing.

Follow these steps to determine your optimal frequency of Facebook posts:

1. Determine your starting point.

By now, you probably already understand that a strong social media presence is paramount to your success. Look at the data you have already collected to figure out what’s working for you and what may not be. In your Page Insights, note the average engagement your page attracts. Use this data as your ground floor in building your strategy.

2. Check out your competitors’ Facebook stats.

Set up the Pages to Watch feature on your Facebook account and add your competitors’ pages to it. How is your page doing compared to theirs?

3. Do your own testing.

Try posting to Facebook five to seven times per day for a couple of weeks, then two to five times per day for the same period of time. Look at the average reach, comments, likes and shares those posts earn you. You want to determine what the most popular content was as well as which posts were most shared and commented on. Did posting more get you more followers or lose you some because it was too much for your audience? Examine your data and determine the average optimal number of posts for your target audience.

There are a lot of opinions out there about how often you should post to your company’s Facebook page. Instead of trying to take all of those recommendations at face value and applying them to your own circumstances, do the legwork to figure out what works best for your audiences – that effort will pay off big-time in the long run. Be selective about what you post and target your content to the most relevant audience in order to maximize your reach.

At Axia Public Relations, we make our clients’ social media strategies a priority because we understand the importance of this incredible business tool. If you haven’t yet developed a serious social media strategy for your company, download our e-book The Essential Social Media Management Guide for some tips on the best social media practices for your business. Give us a call today and we’ll get started on it together.

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YuliaYulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge.




Featured image credit: Creative Commons

Topics: public relations, content management, shared media

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