This may seem like a cheesy, cop-out answer, but the best answer is, “Post what matters to you and your audience when they’re going to be online to read it.”
When you’re passionate about a subject, it shows in your communication. This is true whether you’re face-to-face or online. When you’re looking to build your audience, the best thing you can do is to post honestly about things that matter to you. This can be easier said than done when you’re dealing with a business blog instead of your personal one. But even with the worst job, there’s something that’s keeping you interested in being there, so try to focus on those things, or get help from your peers.
In answering how often to post… Again, you should be sharing information that is relevant and interesting to you and your brand, personal or business, whenever that comes up. Your audience will grow from there. While it’s best to be active on an outlet you’ve chosen to use, sharing solely for the sake of putting something out there doesn’t do anyone any good. The caveat here is that some sort of consistency is important. As general guidelines, we typically suggest at least once per month on a blog, four to seven times per week on Facebook, at least once per week on LinkedIn, and at least once per day on Twitter and Instagram.
How do you decide when and what to post? If you need help with your social media strategy, give us a shout!