However do you know when you’re talking too much?
In real life, if you happen to be monopolizing the conversation, it’s easy enough to watch faces in rapt attention change over to something resembling polite attention, and finally into detached boredom. That sad, slow progression is always a good clue that it might be time to let somebody else take the conversational reigns.
How do you do that with your publishing online? How can you know that you have the right mix of conversation and listening that leaves you with a happy audience?
The No. 1 sign of over-publishing is your audience leaving. Nothing leads to more unfollows than punishing your audience members by flooding their feeds. We saw it happen far too often when brands (and individual users, you know who you are) tied their Twitter accounts to their Facebook feeds and hypothetically killed two content marketing birds with one stone.
The only problem with this is oftentimes, you have two very different audiences on these platforms respectively, who not only demand differing publishing paces, but also differing content as well. Even within one brand, treating audiences all the same will lead to loss in reach every single time.
Measuring and iterating your content publishing schedule is truly the only way to be sure that you have your frequency correct for each of the channels you’re publishing to. Each audience is different, just like each brand’s content is different, and assuming that there is a one-size-fits-all solution is a recipe for disaster.
Knowing the demographics behind your audience is step one to finding a solid publishing frequency. Is your audience mostly found in the same time zone as your brand? Are audience members spread out across the country? Knowing that you have an East Coast audience that’s roughly the same size as your West Coast audience lets you know that you should be publishing with an eye on reaching both of those segments. Is your brand reaching mostly young parents? Publishing early in the morning or later in the evening may be the best time to reach this audience after kids have gone to bed.
Trial and error and iterating your publishing schedule is the only way to be sure that your brand is publishing appropriately. Sticking with the 2010 answer of publishing two posts a day likely won’t harm your brand, but you’ll also leave a lot of engagement on the table with your audience that wants to hear more from you.