A version of this post originally appeared on Social Media Today.
Do you wake up every morning and say to yourself, "I must talk to five people today!"
I don't either.
People develop relationships and engage in conversations because they add a certain level of value to our lives over time.
Social media -- the practice of developing (digital) relationships and engaging in (digital) conversations via content -- isn't any different.
The problem with posting quotas
Sure, you want to post consistently, but posting shouldn't be determined by a quota.
First of all, who determines this quota? Is there a Quota King that I missed the memo on?
And how can a quota be applied across the board? In other words, how can what's good for a local company be equally good for a multinational one?
Instead, posting frequency should be determined by the amount of added value content you're able to create.
Added value is your ability to help and/or enhance consumers' lives outside of your product and/or service, and outside of the traditional business-consumer relationship.
(A lot of businesses and organizations choose to share other people's content instead of creating their own -- here's why that's a major problem.)
Quality over quantity, duh
The best type of content add values -- it's entertaining; it's informational or helpful; it grabs people's attention and warrants their time.
Creating this type of content takes time, because you're not just "socializing" with a handful of people. In many cases, you're socializing with thousands of social media users, so it's important to produce added value content that appeals to the vast majority of them.
We always recommend that our clients focus on quantity over quality because -- whether we like it or not -- today we live in a world in which you're only as good as your latest piece of content.
In order to do so, first determine how many pieces of quality content you can create per month, per digital marketing channel (both social media and your blog, let's say).
Once you know that number, divide it by 30 days, and that will tell you how often you should post throughout the course of a month. As an example, if you can create 15 pieces of quality content each month for Facebook, then you should post every other day on that channel.
Certainly, you can aim to create content on a daily basis, but if that means compromising the quality of your content, we would recommend against that sort of thing.
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Use a content calendar
Once you've determined the amount of added value content you're able to consistently create, then you can create a posting schedule using a content calendar. (Feel free to download our monthly content calendar.)
Regardless, let the amount of added value content you're able to create be your posting guide -- not some nonsense and probably misguided quota.
Josh Hoffman (better known as Social Media Josh) is an international social media consultant, instructor and speaker, as well as the creator of The Social Media Freelancer (a digital hub exclusively for current and aspiring social media managers, consultants and strategists who want to build or boost their freelance business).
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