Is more better than less? According to an article written by Jesse Torres for Entrepreneur, it is. He says, “The more times social-media content is seen or heard, the greater the odds of converting a person into a customer. However, Brett Relander writes in the same magazine, “... some brands fall into the trap of actually driving away their customers by trying to keep them too close through social media engagement. How do you know how much social media posting is too much?
Finding balance begins by asking the following questions:
Irrelevant content equals too much content the moment you click the publish’ button. If you’re not posting content your followers are interested in, it’s too much.
Each social media platform has a unique personality shaped by the combination of the platform and its users. Before you begin posting content, you need to understand follower’s expectations within that platform.
Recognizing these differences enables to you to post content that’s more likely to be user-relevant.
Copying content from one platform to another doesn’t work. While the posts may be welcomed by one platform’s audience, they could be seen as spammy by another.
There’s no reason (except lack of time) you can’t be present on all the platforms. However, you need to tweak the content to fit the expectations of your audience. If this isn’t possible, then it’s likely you’ll be posting too much for one platform, while on another, you might have the mix just right.
Avoid an irregular posting schedule as well. If you can only produce one high-quality post a week, consider that enough. Followers are willing to wait for engagement when they know it’s going to be worth their time. That one day you post weak content three times could be the one when followers drop you.
Nothing is more important. So often businesses push content at their audience they think the audience needs to hear. It just doesn’t work that way. Mike Lieberman says, “Listen to what people are talking about before you jump into the conversation. Notice the frequency with which they're looking for info. They might behave differently from social site to social site, even in the same industry and persona groups.
The key takeaway is this. If you are listening and consistently posting content that fits your audience, anxiety about over-posting fades and confidence grows. If you are interested in acquiring customers through social media download our eBook: How to Acquire Customers with Social Media below.