Are you trying to get more organised with your time so you feel more balanced? You know what to do in terms of posting content on social media. But you keep questioning “how often is too much/enough”? You end up going around in circles which gets you nowhere. So what do you do?
There are more important things to worry about than your social media posting schedule. I mentioned the 80/20 principle in a recent post, and it rings true here as well.
Social media can and should be automated. There’s a variety of software that can make your life easier when it comes to posting on social media. Buffer, Meet Edgar, Smarter Queue and Recurpost are all great apps (and we’ll cover them later on).
These apps allow you to create a post once and share it multiple times. For example, if you have a promotion running for a set period of time, you can schedule repeated posts until the promotion is over.
I don’t have to tell you how much time this saves. The countless hours spent monthly on social media can be cut down to a couple of minutes, without lowering engagement or post frequency.
You can set daily, weekly and monthly schedules. You can set up multiple categories and set the exact time posts should go out. You can automate the process further by allowing the platform to decide the best time of day for posts.
Analytics reporting is available on your post engagement, allowing you to find the best time of day for your posts.
There is no perfect answer as to what time you should post content. It’s up to experimentation. Automating as much as you can will go a long way.
If you’re interested, I have a video on the subject here
But how often should I post?
Again, there is no perfect answer to this question. According to this in-depth post by Kevan Lee, there’s a lot of guesswork involved. Kevan takes a bunch of data and tries an “educated guess”.
When deciding on posting frequency, there are many factors to consider. First off there’s the fact that you’re walking a thin line between engagement and irritation. You need to ask yourself what platform you’re posting on, how long a post lasts, the time of day, etc.
Buffer themselves have a schedule, but it is constantly evolving. They post to twitter 14 times a day, Facebook twice, Google+ twice and LinkedIn once.
There are more important things to worry about than your social media posting schedule.
According to a study on top brands by Social Bakers, the average posting frequency on Facebook was once per day. Additional studies found that engagement dropped off after one post per day, but not as much as you’d think.
The control was one post at 100%. After this, 2 posts showed around 90% and up to 6 posts at about 70 percent.
The article mentions, however, that these studies were conducted before Facebook’s big algorithm change. Posting more frequently now is a good way to beat the algorithm and boost engagement.
But Buffer posts more frequently than this, and here’s why.
Engagement per tweet may drop off, but total engagement per day picks up with more tweets. According to this statistic, you’d have to post to Twitter between 21 and 30 times a day for maximum engagement. 50+ tweets showed even more total engagement, but that’s more than two an hour and could be a little overkill.
Kevan says that post lifespan should also be taken into consideration. According to a Wisemetrics study, the average engagement lifespan of a twitter post is 24 minutes. A Facebook post lives for about 5 hours.
There may still be engagement after these times, but this is more or less the peak.
I’ve made a quick calculation based off of these numbers alone. There are 24 hours in a day. Subtracting 8 hours of sleep and an hour for other tasks, you have an active time line of about 15 hours waking hours.
It makes sense then to post to Facebook 3 times during those hours, and to twitter 37.5 times. I’ve never seen someone send half a tweet, but you can’t argue with hard numbers.
According to Kevan from Buffer, that’s incorrect. The general sweet spot for Facebook is about 5-10 times per week. So once or twice each day. Twitter, as stated above, is anything from 5-30 posts per day to get maximum effect. Hence my numbers aren’t too far off.
Kevan also mentions that the best frequency for LinkedIn is once per business day, or twenty times per month.
If you’re interested, read the original article here and tell us what you think.
Which automation tool should I use?
This is always a difficult question to answer. Each user has different needs and four people out of a group will have four different answers. Here are the tools I recommend for your social media posting schedule, along with their pro’s and cons.
Buffer works on a freemium pricing model. As an individual, the free option should suffice. Paid options run up to the $399 package. All paid options have free trials, so you can try before you buy.
Buffer is a lean and efficient option. The key to Buffer is it’s simplicity. You’re not getting more than you actually need.
- Easy to use
- Simple analytics
- Buffer button overlay
- Easy integration
- Calender view
- Unable to view Twitter feed
- Cannot interact with followers directly
- Minor, occasional display bugs
Recurpost also features a freemium pricing structure. The free option gets you 3 social accounts, the Medium ($25) gets you 10 and the Large ($50) gets you 20.
Recurpost is great for individuals. Not so much for larger organizations. Teacherpreneurs should get along just fine using the free option though.
- Easy to use
- Great concept
- Low number of accounts
- Reported as being “buggy”
Smarter Queue is reported as the best Meet Edgar alternative. There is no free option, however. Plans start from $19.99 up to a maximum of $99.99 for a custom plan.
For a product that doesn’t feature a free option, you’d expect higher quality. That’s what you get with Smarter Queue. There is a free trial, so you can play around with it before you decide to sign up.
- Easy to use
- Great analytics
- Easy scheduling
- Greater choice of pricing packages
- No free option
- Higher tier options can be a bit pricy
Each user has different needs and four people out of a group will have four different answers.
Meet Edgar has one flat rate of $49 monthly. This includes 25 accounts and 1000 time slots to use. Meet Edgar is easy to use and easily one of the best apps of it’s kind.
It’s difficult to see why they don’t offer lower tiered options, however. If you’re an individual, it’s probably best to stick to one of the freemium apps.
- Simple, clean interface
- Posts grouped by category
- Two week display of upcoming posts
- Great for growing companies
- Not recommended for individuals
- No free option
Now that you’ve seen my recommendations and opinion, why not share yours? Tell us which of these is your favourite, or which other time saving tool you use.
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