How much social media is too much?

4 minute read

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There are no official rules when it comes to posting on social media and there’s lots of different information for businesses out there on how much you should be posting.

To answer the #asktheukdomain question from Nigel at Café au Chocolat, I share my tips for posting on different social platforms and the frequency you can use on those channels including:

• Facebook
• Twitter
• Instagram
• Snapchat
• LinkedIn

Video Transcript

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Hi. I’m Natalie from The UK Domain, and today I’m answering the question from Nigel from Café au Chocolat about how much social media is too much.

So there are no official rules. And I guess whatever you read, whatever you see, you’ll see different answers in terms of how much you should be posting as a business and where you should be posting. But essentially, it depends on your objectives. So first of all, what do you want social media to achieve for your business? Are you going to be using it to drive traffic to your website? Or are you actually just using it for brand awareness particularly in a local area for your café?

It also depends on the content available. As you know, each social media platform, so whether it be Facebook, Instagram, Twitter, LinkedIn, requires different kinds of content. So actually, it depends on what content you have available. So do you have a lot of imagery? Do you have access to a lot of images? There are free websites you can use such as Shutterstock, etc. that you can use for image downloading. Do you have access to that and can you use it?

I’m just going to share with you a few tips that we look at in terms of posting on different channels and the frequency you can use on those channels.

Facebook is incredibly hard to get organic reach. But what you want to be mindful of is you don’t want to become spammy and actually clog up your fans’ news feeds. So we’d recommend that you stick to posting on Facebook one to two times a day, and that really just depends on the number of fans that you have. So when you only have a couple of hundred fans, or not even 100 fans, maybe you want to stick to one time a day because what you don’t want to do is keep coming up in that user’s news feed with perhaps content they don’t want to see because you are at risk then that they switch those ads and content off from you. So once a day should be more than sufficient for you to do on Facebook.

So Twitter, on the other hand, we recommend up to 10 times a day. It could be even more, particularly if you’re sharing other people’s content because it’s a great way to increase your reach and exposure with other people that you might mention on Twitter. With Twitter, you get away with posting more than Facebook because of the nature of the news feed, and people actually just keep scrolling through Twitter, so things get lost quite quickly. So make sure you post more frequently if you decide to use Twitter.

So with Instagram, it’s really about the visuals. We would recommend you post on Instagram two times a day. But really, the key with Instagram is making sure not only are the visuals exciting to your audience and actually true to your brand and your brand values, your brand culture etc., but make sure that you include those really important hashtags because that’s what people are going to be searching for on Instagram, and that’s what’s going to get you the exposure.

Because Snapchat is mainly about using the functionality of the stories feature, I would recommend that you do five times a day with those posts. The shelf life on those posts is really short. They will disappear within 24 hours, so it’s important to make sure that you’ve got content coming through all the time on those channels. It’s quite a busy channel, so just make sure that it’s right for your business and you have the right content to post on there.

So LinkedIn is very different. It’s a professional network. It’s where you connect with your peers. You may choose to connect with businesses that you are selling to, too. But you really need to think about whether LinkedIn is a suitable channel for you and your business. But if you do decide to go ahead with LinkedIn, I would recommend that you decide to post once a day. And actually, it could even be less than that if you don’t necessarily have the content to fulfill that.

But really what’s important, and as I mentioned at the beginning, regardless of the social media channel you choose for your business, actually, you need to think about whether you’ve got the content to support those. And you don’t have to use every social media channel going. For example, we don’t currently use Snapchat as a business. We may decide to use it in the future, but currently, that’s not suitable for what we’re trying to achieve as a business.

So have a think about what you want to achieve on social media. Is it that you want to raise awareness? Is it that you want to drive website traffic? And then think about do you actually have the content to support that. So do you have the images available for channels such as Instagram, Snapchat? Do you have video content available? Or do you simply just have blog content? And that might help you determine what channel you should use and how often you should be posting. Whatever you decide to do, good luck.

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Natalie Wood is Digital Communications Lead at the UK Domain. Natalie leads the email and social communication strategy. She is responsible for advising and implementing all online communication strategies to promote brand awareness.

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