My number one advice to social media clients is post consistently. You can’t let a social media account lay fallow; you need to post something, even if it’s only once a week and here’s why:
Work with the algorithm
Like it or not, Facebook, Instagram, Twitter, LinkedIn and YouTube all use computer algorithms to pay attention to behaviors of people online. They then use these behaviors to determine which posts they show your followers and which they don’t.
Notice that point: Not all of your followers will see every one of your posts. It’s a sad fact.
Experts will try to give you a lot of tips for how to “beat” the algorithms but I won’t get into that here. Suffice it to say, one thing that the algorithm takes into account is if you are posting consistently. Essentially, it “learns” that you are a legitimate account and that you are using their service regularly and they reward you by showing your posts to your followers.
Build an audience
Build audience expectation for your posts by sharing the same types of content on certain days. One blogger has a series called Sunday Duvet Reading where she shares updates from her life and content that she enjoyed during the week on Sunday mornings. Her audience looks forward to those Sunday morning updates and it builds a feeling of community.
Setting a schedule and even certain topics to share on certain days has the added benefit of keeping your accountable to create content for your social media channel.
Once you’ve built your audience, you want to post regularly to stay connected t0 your followers. Seeing your posts in their feed every week keeps you in the front of their mind. Then, the next time they need your services or someone asks for a recommendation for someone who does what you do or sells what you sell, they will be more likely to think of you.
Let’s be honest, keeping up with social media is a lot of work. But by keeping a schedule you won’t struggle to find time to post or be stuck deciding at the last minute what content to share.
It also helps you to think a bit more strategically. Instead of posting all of your news in one big, long post, you might think of breaking it out into several posts over several weeks.
So even if you can only manage to post once a week, do it every week! Keep that consistency going! It will pay off in the end.