Businesses working to navigate social media often find it confusing and challenging. Although it’s well-known that the key to success starts

with consistency, there is often the question: How often is often enough? The answer is complex. Different platforms require different levels of engagement. In addition, you have to learn when and where your target audience is online. The good news is there are some general standards to begin with. As you discover what’s most effective, you can alter frequency one way or another once you know what your audience wants.

Facebook

Facebook is a big player in the social media world, and for a good reason. The platform has always been a reliable source for user engagement, and they have created several tools to assist businesses in targeting and reaching leads. Although frequency is going to vary slightly from business to business, in general, it’s important to post at least 2-3 times per week. The goal is to find the balance between informative and invasive. Where do your customers/target audience stand? It’s essential to track, measure and repeat what works. Stay current on trends as well with resources like HubSpot or by working with a marketing agency that stays in-the-know on the ever-evolving social media scene.

Twitter

Because of the sheer number of messages shared daily on Twitter, it requires more tidbits of content to be effective. Most businesses should plan on Tweeting a few times per day at key times. There is an art to 140 characters, and it’s important that you learn to master it to make this prolific platform worth it. Luckily, Twitter recently announced additional free support for businesses—the Twitter Dashboard. Use it to optimize your Twitter feed and engagement value.

LinkedIn

LinkedIn is an excellent marketing tool for the right business and audience. More B2B-centric, plan on using LinkedIn in a more diverse way. LinkedIn’s potential is best utilized when you have a completed profile, merge it with other social media accounts, use it to promote others, join specific types of groups and find a compelling way to share information about yourself and your business. With LinkedIn you’ll need to roll up your sleeves: Post personal updates as well as  company updates – and connect, connect, connect. LinkedIn has been found to work well when posting at least weekly.

SnapChat

Don’t assume that SnapChat is solely a teen app. It’s also a powerful platform for your brand. There are over 100 million daily users on SnapChat, and it works well for instant promotional/sweepstakes/giveaway opportunities. You can also use it to offer glimpses of company culture and provide access to live events. SnapChat doesn’t have a lot of “guidelines” for frequency yet, but the goal is to tell appealing stories through photos and videos. A good place to start is a story per week and thoughtfully scheduled promotional material on a regular basis.

Instagram

Instagram and Snapchat are unique in how they center visual communication. While all the platforms prefer images, Facebook, Twitter and LinkedIn make space for copy and prose. Instagram is a space for visual creativity and inspiration. Your posts here should vibrate with your brand’s color, message and energy – don’t be afraid to be abstract or silly here. Regarding schedule, Instagram is the one platform that doesn’t have a drop-off in engagement when posting is increased. That said, the typical business posts to Instagram 1-2 times per day.

Periscope

Periscope allows you to share live video and promote it through Twitter. Livestreaming is the trending tool for many big businesses, and it has trickled down to smaller companies too. Periscope doesn’t have to be used frequently, but it needs to be used intelligently. Aim for once every couple weeks to start and go from there. Use it to inform, captivate, answer questions, teach and set yourself apart.