There is nothing worse than spamming your target audience. It doesn’t matter what marketing activity it is people don’t like spam, and over posting on social media can place you into that category.
Am I posting and sharing too much content on social media? That is a question asked by many in regards to their social media engagement.
The answer isn’t just black and white.
There are a number of different factors that play a role, such as the length of your posts, the quality and value of the content you’re providing, is it strictly promotional, and what social network your posting to.
When you’re posting on social media, you want to be engaging not overwhelmed.
To help you answer that question, here are three other questions you should ask yourself to better assess your social media publishing strategy.
3 Questions to Ask About Social Media Sharing
1. Are You Providing Quality Content?
Quality is always better than quantity. That is the number one rule you should be following. It’s a great way to gage whether you’re sharing too much content on your various social media networks.
You don’t want to ruin your social reputation by excessively sharing your content.
Are you tweeting or updating your social media networks just because? If so, you should put an end to that. Your tweets and updates should provide your fans and followers with value. Your tweets shouldn’t be too short or a miss mash of content you just threw together. You want your posts to be clear and to the point. No one has the time to read a paragraph, especially when 71% of people use their mobile device to access social media.
People followed you for a reason. Don’t give them a reason to leave by not providing value. Just because you post every hour doesn’t mean that the content you’re providing them is valuable.
2. Are You Only Promoting Your Content?
Overtimes over sharing on social media can be problematic. Do you know what peoples top over sharing pet peeves are? You might be a little surprised.
According to research gathered from Online-Education.com the top over sharing pet peeves included:
- Constant complainers (59%)
- Uploading explicit photos (55%)
- Too much information in general (53%)
Not only do these pet peeves pertain to people, but the same can also apply to your company pages. No one wants to see a company that’s only promoting themselves.
Social media is all about being social, which is why you shouldn’t always be promoting your content. Consider following the 70/20/10 rule. Social media should be seen as an outlet to create engagement with like minded individuals and as a way to develop relationships and identify yourself as an industry thought leader.
The 70/20/10 rule was defined by Crystal Vikaitis who breaks down your business’s social media posts into three different categories. The three categories are broken down into providing your audience value, sharing the content of other individuals and companies, and lastly promoting your company.
It’s important to note that only 10% of the content your sharing should actually be promotional.
Social media platforms should be seen as an outlet for showcasing your creativity and being a resource for your audience. Don’t let your posts come off as a sales pitch; you will notice that your fans or followers are decreasing at a fast pace. Social media should be a place to educate and engage, without pushing your services at them.
3. Are You Losing Fans or Followers?
A decrease in followers is a good indication that you’re sharing too much. You might want to slim down your publishing schedule.
Before you start posting your updates at random times through out the day, you might want to take into account when your audience is on those social networks and which times generate the most engagement.
- Facebook: The timing of Facebook posts get the most engagement Monday through Thursday between the hours of 10AM and 4PM
- Twitter: The timing of tweets on Twitter get the most engagement Monday through Thursday between the hours of 1PM and 3PM.
- LinkedIn: Engagement will be a little different on LinkedIn because you’re trying to grab the attention of company executives. The most effective times for posting are before and after business hours between 7AM and 9AM and then around 5PM and 6PM from Tuesday to Thursday.
Social Media Sharing Best Practices
The length of your post and amount of sharing is dependent on the social platform. Ask yourself this question … would you post on Facebook as often and frequently as you would on Twitter? Hopefully, your answer would be no. The reason behind the logic is based on the volume of traffic and updates shared on each network.
To ensure that you’re effectively using social media, here are some best practices for sharing content on Facebook and Twitter.
People love visual content, which is where Facebook comes into play. You should be implementing and including photos into a significant portion of your Facebook updates.
Do you know how boring a Facebook page looks when it’s just one sentence updates two or three times a day? There’s nothing to grab your audience’s attention. You need something that makes your readers stop and read your content. The photo might be the one reason that makes them click on your link. Your overall objective should be to bring them to your website.
According to HubSpot, photos on Facebook pages receive 53% more likes than the average post. If that doesn’t give you enough incentive to start implementing photos i’m not sure what will.
A nifty trick that I learned at INBOUND was during Anum Hussain’s session, Social Domination: How to Conquer “the Big 3″ Social Media Networks. Have you ever uploaded a photo to Facebook and it just didn’t fit within the box the way you want it to? It’s just too big and cuts out a portion of the most important part. You no longer have to worry about that happening to you. In the upper right hand you’ll find a drop down arrow. You’ll want to select reposition photo. And then either select default position that will automatically pick a position or you can manually move the photo by hovering over the photo with your mouse. You’re good to go.
When you’re sharing content on Twitter you should focus on gathering and sharing as much interesting and relevant content as you can. Just a little fact, followers peaked for accounts that tweeted around 22 times a day.
According to HubSpot’s Social Media Scientist Dan Zarrella, there is no limit to the amount of tweets you should post a day. Just use good judgment to ensure that you’re conveying value rather than quantity.
With over 400 million tweets posted a day, your tweets can easily get lost among the noise. Which gives you the opportunity to post more frequently.
A quick tip, posts with 120 – 130 characters have the highest click through rate. Also, if you don’t use up all of the allotted characters you give your audience the ability to share your content. There’s nothing worse than having someone retweet your content and they cut off the link or the end of your tweet.
To ensure that more people click on the links within your tweets, add the link a quarter of the way in.