Posting on social media can sometimes feel like driving on an icy road; if you veer too far to one side, you’ll skid off the path and into the ditch. If your organization posts too little, the account will become irrelevant and people will lose interest. If you share too much content, people will likely feel overwhelmed and annoyed and will probably unfollow or unlike your account (or the equivalent).
It’s difficult to gauge how often your non-profit or association should be posting on social media. It varies with the platform, the audience and what your organization’s wants to achieve. While one size doesn’t fit all when it comes to frequency of posting, we’ve put together a guideline to help you and your non-profit out.
Facebook: 5-10 per week
This may seem low, especially because other sources suggest anywhere from 14 to 25 posts per week, but fewer posts are often better for non-profits and associations because of their audiences.
Facebook is a more private platform than, for example, Twitter and YouTube. Your followers are often restricted to those who are truly invested or engaged in what your organization works towards, such as members or donors. Fewer posts allow your organization to highlight the things that are important to this very defined audience, like highlighting a new initiative, member benefit, event or member accomplishment. Limiting the number of posts to 10 or fewer per week helps keep interest and engagement high. When you’re only providing content that appeals to your target audience, instead of posting simply because you want to meet a weekly quota, people are less likely to scroll past your name on their newsfeed because they realize there is value in every post.
Twitter: 3-8 times per day
Twitter is a different beast than Facebook. It’s more public (anyone can see your tweets) and tweets tend to be shorter and more conversational. Twitter is also a more common place for people to go to get information and content, as opposed to the more social platform that is Facebook. All this combines to make it beneficial to tweet more often.
Twitter and hashtag feeds fill up fast and your organization has to complete will thousands of other pieces of content that is flying past your target audience’s eyes. Tweeting more often helps get your content recognized. Tweeting 3-8 times per day also helps your organization cover a variety of different areas and issues that might appeal to your members, including relevant articles, photos, organization-specific news, industry updates and conversation starters. If you’re not providing value on Twitter, followers will often unfollow your account, as there are many other sources available. However, posting too much may push your connections to use the Mute button. Tweeting 3-8 times per day is often a happy medium.
Blogging: 3-8 times per month
A blog is like a newspaper, but more people with special interests. If you picked up the Saturday issue of the newspaper, expecting a nice, relaxing and informative read and instead saw last week’s articles, you might be a little ticked. The same is true of a blog.
Depending on your industry and the resources at your disposal, a blog should be updates at least once a week, or ideally 3-8 times per month for non-profits/associations. The purpose of a blog is to give your readers an engaging and informative forum to learn and get caught up on news, trends and tips. But it’s also a platform that establishes your organization as the “expert” in an industry and drives traffic to your website. If your blog is not being published consistently, people will lose faith in the “expert” moniker and will stop typing your website into the search bar, directing their valuable time to other sources.
Pinterest is a tricky platform to declare an exact range of frequency for your organization to post, but the situation can be viewed through two lenses; the goal of Pinterest is mainly to drive traffic to websites and the social network is similar to a combination of Twitter and blogs.
The first lens we’re viewing Pinterest through (the goals is to drive traffic), helps you determines the frequency with which to post original pins. Find out which websites or web pages you want to drive traffic to and post accordingly. For instance, if you are a Business Improvement Area (BIA) and want to highlight members, it might be a good idea to pin 2-3 times per day to cover different interests and drive traffic to your members’ pages. If you are an organization who is raising money for a cause, posting original pins 2-3 times per week may be good to keep interest high, but not reuse the same stories, stats or articles.
The second lens (Pinterest is a combo of Twitter and blogging) helps you decide how often to re-pin posts. Pinterest is very public and updates frequently (like Twitter), but is also a platform that encourages regular viewing of certain boards (like blogging). Make sure to pin enough (1-3 times per day) so that your content is fresh, engaging and relevant for loyal visitors.
YouTube: 1-4 times per month
YouTube is a platform that is often used together with other social media networks, which means that videos are usually seen on blogs, websites, Facebook or Twitter. This unique trait is part of the reason its frequency is 1-4 times per month.
YouTube can often be thought of as an addition to other platforms’ editorial plans. For example, one video showcasing a member/donor per week can be slotted into an organization’s Twitter calendar for a particular month. Since YouTube videos usually act as a supplement to other platforms for non-profits and associations, be careful not to overdue the frequency with which you post videos. Posting 1-4 times per month will keep videos in your content calendar and your YouTube channel from becoming stale.
Instagram: 1-4 times per day
Instagram is as close to a purely visual platform as you can get with the big social media networks. Pictures are treated differently than words, which is why the frequency of posting is higher for Instagram than most other platforms.
Pictures take less time to appreciate than words. Instagram’s “liking” process is also fairly quick (a tap on the screen means you’re a fan of the photo). These two elements add up to Instagram users checking and scrolling through posts at a fast and furious pace. To keep relevant, engaging and in front of people’s eyes, posting frequently to Instagram is a must for any association or non-profit who chooses to use this platform. A word of warning to any organizations thinking of using Instagram; don’t start an account if you don’t have a daily source of visual, because without this well to draw on, your followers will forget you pretty fast.
LinkedIn: 2-3 times per week
LinkedIn, like every other platform on this list, has a specific purpose that determines how frequently your organization should post on it. LinkedIn is an association’s dream platform as it fulfills a primary goal of an organization; offering professional development to members. If your association chooses to invest resources in LinkedIn, a frequent and consistent approach to posting should be taken.
LinkedIn offers an opportunity to appeal to the professional side of your connections. Posting articles, conversation points, job openings and similar content can be done multiple times a week to keep members engaged and give them a chance to get involved, learn or contribute to a discussion and keep up with the latest trends and techniques that allow them to do their job better. LinkedIn, much like a blog, will allow your organization to be known as an expert and a great forum to go to when someone wants to connect with like-minded individuals. If you are not consistent, the forum will go into disuse and lose all effectiveness, but posting too often may make people overwhelmed and unwilling to contribute. Posting 2-3 times per week should provide a great balance.
Other Things to Consider
Determining the frequency with which your organization should post on different social media sites is not an exact science, but it is a type of science. The advice in the paragraphs above is simply a guide. The best path for your organization to travel is to experiment with different frequencies of posting, collect the data, analyze it and see which strategy turns out the most favourable results.
You will also have to be flexible with your frequency of posting. The number of times you tweet or post to Facebook, Instagram, etc. will change depending on the exceptional circumstances of your non-profit/association. For instance, you will probably tweet more when your association is hosting its annual conference or if your charity is having a fundraising event.
The key to finding the best frequency with which to post is to stay organized, stay flexible and stay informed. Using these tools, you’ll social media platforms will go from good to great in no time.