It is difficult to know when and what to post on social media channels for optimal success. Post too much and you risk turning people off and losing followers, post too little and you risk losing people as they miss out on your posts.

So is there a magic number and how do you know when to post?

First of all you need to ask yourself what is achievable for you. Whilst you shouldn’t be posting as little as once a week you do need to find a level that you are comfortable with. It is important to find a number and stick with it though. Consistency is key and you should post every other day if not every day. If you think you can find content for daily posts then post daily. For Facebook a daily post should be the goal. You can post every other day or twice a day but whatever you do you need to ensure you stick to a rhythm – now I am not sure whether this is actually co-incidence or if there is something in it but I was posting daily for a client. One day I decided to mix it up a bit and started posting twice a day. Within 2-3 days the visibility had dropped right off. I was flummoxed that such a small change could make such a big difference – not to mention a little panicked. I went back to posting once a day and after a few days the visibility come back. This conflicts with what others say – they recommend for smaller businesses that you should post 5 times per day. My own view is that – 1. You will run out of content and 2. You will turn people off. Again it is a matter for experimentation and depends on what resource you have available to you.

What time of day should you post on social media?

There is lots of conflicting information on what time of day to post. As a rule it seems fair to say that Twitter posts get the best click rate at 12pm and 6pm and that at 5pm it gets the most retweets. Having tried both myself though I often find I get more retweets earlier in the day.

When it comes to Facebook 1pm for for shares and 3pm for clicks seems to be the common advice. Again how true this is depends on the business – most audiences re more active later in the evening. It is worth experimenting and seeing what works best for you. Some newsletter advice sources recommend sending emails out at 9pm on a Tuesday or Weds evening – having run several email campaigns for clients I have had great success at this time of night. Is this therefore the best time for business social media posts?

My advice is to experiment with different types of content, vary the number of times you post and try different times a day. Once you find a formula that works make sure you do it consistently but review at regular intervals. Save your best content for the optimal times of the day or week and mix it up so that it is not all the same.