How to Create a Social Media Marketing Schedule

Now that we’ve given you some ideas for how to start creating great social media content, and you have a good sense of how to modify your posts to fit the tone of each social platform, you should find your number of followers growing every day! Once you have an audience, it’s important to have a plan to keep them engaged. In this post, we’ll offer some advice to help you create an effective schedule for social media marketing.

How Much Should You Post?

“Post enough so that your followers look forward to hearing from you and are excited to engage with your content!”

Anyone who’s been using social media for a while has had the friend who feels compelled to share every detail of their lives. If you’re like me, even if you care and enjoy what they’re saying, eventually you’ll click ‘unfollow’. If people get annoyed with their actual friends for posting too much, it’s safe to say they’ll get annoyed even more quickly with a business who takes over their newsfeed.

On the other end of the spectrum, you also don’t want to start neglecting the audience you’ve worked hard to build when your other work picks up. The goal with your posting schedule should be to post enough so that you’re followers look forward to hearing from you and are excited to engage with your business. Not so much that they unfollow or ignore your content, and not so little that they forget you’re there.

While there isn’t a hard fast rule about how much posting is enough or too much, here are my own guidelines in regards to frequency:

Facebook: 3-4 times a week

Twitter: 1-3 times daily.
It’s best if you can spread these out a bit, as seeing several posts back to back can cause your followers to start ignoring you. This applies to your retweets in addition to your original content.

Instagram: 2-5 times per week.
Daily is ok if you’re a great photographer and have interesting visual material, but don’t feel like you need to share every photo you take.

Pintrest: 1-5 times daily.
It’s not a big deal here if you pin five things in five minutes, but it’s still better to spread your pins out a little bit if you have the time.

Google+ & Linkedin: once every week to ten days.
Since there’s not nearly as much activity on these sites, your posts will be visible for much longer.

Blogs & Youtube: 1-2 times a week.

When Should You Post?

“Peak traffic times for most sites are in the afternoon.”

These days, the average Facebook post has a shelf life of under 48 hours. Timing your posts to prevent them from immediately getting buried beneath other people’s content is extremely important. Peak traffic times for the majority of sites are between 1:00 pm and 4:00 pm, Monday thru Friday.

Think of it this way: a lot of people hop on social media when they get back to their computer after lunch, or have hit a 3:00 pm slump. Not as many of your followers will see your posts on evenings and weekends, when they’re too busy with commutes, family dinners, and Saturday errands.

It’s also not a bad idea to keep an eye on where the majority of your followers live! If most of them live in a different state, or even a different country, you’ll want to adjust your posting habits accordingly.

Making a Content Calendar

”Creating a digital content calendar is a great way to prevent yourself from neglecting your followers.”

The best way to prevent yourself from either over posting or neglecting your followers is to create a digital content calendar. This is something you can share if you’re marketing as a team, or just use to keep yourself on track.

A simple way to do this is to create a spreadsheet in Excel or Google Drive. Make rows for each of your social media accounts, and columns for each day of the week. Then, you can highlight the days you want to post on each platform, plan out topics and recurrent hashtags, and store copy and links!

Account Management Tools

”Products like Hootesuite allow you to prepare your posts in advance and schedule them to automatically go out later.”

If you’re in charge of multiple social media accounts, one great way to be increase your efficiency and improve your workflow is to invest in an account management tool.

Products like Hootsuite act as a dashboard for all your accounts from different platforms. They not only allow you to share content more quickly, but you can prepare posts in advance and schedule them to automatically be released at a certain time. They also provide some handy analytics to keep track of what content your followers love.

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Have a great trick that’s allowed you to grow your Twitter followers? Did this post give you some ideas that you’re going to start using? We hope you’ve enjoyed reading our social media series so far! We love hearing from our readers, so please share your thoughts and questions in the comment section below! Thanks for reading!

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2 Responses to How to Create a Social Media Marketing Schedule

  1. I think its definitely important to have a social media schedule. Posting too much or not enough is going to detriment your reach, either bore your followers, or have them forget you!

    I am interested with your Facebook sharing point though and I am not convinced that posting 3-4 times a week is enough. From my experience posting needs to be at least daily, and recommend twice daily to ensure you are capturing peoples attention. I have found that anything less than at least once a day reduces engagement and people simply forget about you!

    • Harper Phillips says:

      Thanks so much for your feedback, Catherine! It’s good to know you’re seeing positive results with a greater frequency on Facebook. It’s a tricky one, and I think can have a lot to do with how many followers you have and if you’re paying to promote your posts or not. Did you find your tactic for posting frequency needed to change as you got more followers?

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