How Often Should You Post on Social Media?
It’s 5:30 on a Friday afternoon. You’re at your desk looking back on a busy and reasonably successful work week. You ask yourself, “Did I post on social media this week? How often? Was that enough? Too much?”
You want to post enough material to keep your readers informed but not so much they delete before reading. Recent research shows that while the frequency of postings varies with the medium, users aren’t putting stuff out as often as they think.
Blog: The workhorse of your website, a blog is a great way to establish your expertise in your practice area, and it’s worth the time you spend to write it. Blogs can be shared on social media and repurposed for other outlets. Post a new, informative blog once a week.
Facebook: Experts recommend posting once a day with a maximum of twice a day, and at least three times a week. Hubspot, which develops tools for social media marketing, reported that pages with less than 10,000 viewers would see a 50% drop in views if posts exceeded one a day. Facebook is the place to humanize your firm, posting about events in your office or your latest volunteer efforts. Post on Facebook once a day.
Twitter: Twitter has the shortest lifespan of all the forms of digital content; An estimated 500 million tweets are sent daily. Researchers say the average Twitter user posts three to 30 times a day. If you’re going to use Twitter, maintaining an active presence is more important than a specific number of tweets per day.
LinkedIn: The professional networking platform is the place to share your latest blog post or other news. Post on LinkedIn once or twice a week.
E-newsletter: According to the Radicati Group, a California-based research firm, the average consumer will send or receive 111 emails a day. You want your newsletter to stand out—don’t be the 110th email of the day. Studies show 69% of consumers unsubscribe because they receive too many emails. Bombarding readers is not the answer. Send a quality e-newsletter that provides information your readers want in an attractive, easy-to-read format. Send your e-newsletter quarterly.
When using social media, quality and consistency are more important than quantity. Decide which platforms you will use and how often you will use it as part of your marketing plan.
After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides writing services to lawyers ghostwriting content for websites, blogs, and articles. She is editor of The Mentor, the SBM Master Lawyers Section newsletter.
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