How often should you post on your business’s Facebook Page, and when?
Over the last six months we have been experimenting with the frequency of posting Status Updates on Facebook on the ServiceNoodle Facebook Page and the Small Businesses Facebook Page. From posting twice a day to only twice weekly, I have tested all levels of frequency in posting until finally settling on posting 3-5 Status Updates a week. At that rate “Unlikes” have minimal and the total number of “Likes” has grown at a steady rate.
But a recent change by Facebook has me reevaluating my frequency in posting yet again. Beginning November 1, users can now unlike your page directly from their News Feed. Previously users had to go to your page and scroll all the way to the bottom left to unlike your page. If users thought your content was boring or too frequent, many just hid your Page because it was easier. Now it’s just easy to unlike:
That said, now would be a good time for many Facebook Admins to step back and reevaluate as well:
1) Have a look at your Insights to see if your Unlikes have increased since November 1. If so, try posting less. I suggest 2-4 times per week although many customers will tell you even less than that.
2) If your Status Updates get very little “Thumbs Up” or “Comments”, then perhaps your content also needs to be re-evaluated. If all you post is marketing-related content (we’re awesome!) rather than a wide variety of content with a particular focus on offering special promotions and deals, then there is a good chance your customers are tuning you out. It just a matter of time until they hide or unlike your Page. Your work is to find out through a process of trial and error what kind of content is interesting to your supporters. Much easier said than done, I know. It’s also worth noting that more Thumbs Up and Comments = More News Feed exposure.
3) Studies show that mornings are the best time to post on Facebook, but don’t just post in the mornings and never at the same time each and every day. If you want to reach all of your customers, then you need to mix it up. Not everyone starts their day with Facebook (though a lot of young women do). Try a Tuesday morning, a Thursday morning, and Friday at noon. An occasional Saturday morning post would be wise as well.
A final caveat: Large national and international brands have a different experience on Facebook and social media in general. They usually have a lot of fresh content, a product that people use in their daily lives, and a brand that customerts can whole-heartedly dedicate themselves to. Think Starbucks, Walmart, and Life is Good. These brands can (and usually do) post two or three times a day, and yet retain and even grow their Likes through frequent posting. But most small to medium-sized businesses just will not have that same experience. You’ll have to experiment to see what works for your business, but I strongly suggest that in light of Facebook’s recent change, you err on the side of caution.