Summary: Don’t post so much social media content that it clogs feeds and causes people to unfollow.
I just ‘unfollowed’ a channel that I truly enjoyed, and from where I gleaned a wealth of useful information. Wait, what? Isn’t social media all about engagement and providing value? Yes and no.
While it’s admirable to produce consistent, quality content, post frequency should not be overlooked. Social media marketers spend a great deal of time and energy scheduling posts, but what they often neglect is to take a step back and see the total picture. When the content machine inundates users with more data than they could ever possibly hope to consume, these folks get overwhelmed and unsubscribe.
In this case, I hardly saw content from any other outlet, due to the steady stream of information. While that sounds great on the surface (your content rising above the noise), from a user’s perspective, it soon presents shades of a monopoly.
For instance, a news agency that shall remain nameless posts an average of 23 Twitter items per hour. During their weekly Q&A, their content (and users’ reactions to it) is all I see. This is a problem.
Dial It Back
While people want a connection with their favorite companies and outlets, they’re not looking for an all-consuming commitment.
According to a 2017 report by Revive Social, most brands should aim for no more than a dozen total posts per day — across all major social media channels. Anything more than this has the potential to frustrate and even alienate users. ■
How do you use social media to connect with customers? Let me know in the comments!