Double Up Your Social Media Content

Question_-2

If your organization has gotten into a good social media routine, monitoring channels, posting content regularly and seeing results, maybe it’s time to double up on your content output.

What do I mean by doubling up? If you’ve been posting two to three times per week on your channels, try doubling your output for a specified time period to see what effect this can have on your engagement and followers.

Here are three recent examples from my client channels.

Increasing Twitter Action

A health care client went from posting 2-3 times per week on Twitter.  When that schedule was adjusted to a daily posting schedule, the results were immediate. In the chart below, you can see the difference in activity from one month to the next.

 

Twitter

Clicks

Mentions

RTs

New Followers

Month 1

51

20

13

7

Month 2

215

39

20

50

Facebook Contest

A nonprofit client doubled their content output during a Facebook voting contest, which really changed their footprint during and after the contest. The table below shows the regular Facebook insights from that time period. The contest was held in Weeks 3-6. Notice the halo effect in week 7. If you compare week 8 with week 1, the page had a significantly higher reach overall.

 

Timeframe

New Likes

Talking About

Weekly Reach

Week 1

6

12

297

Week 2

2

23

580

Week 3

10

69

944

Week 4

19

65

993

Week 5

4

107

817

Week 6

59

124

13554

Week 7

37

78

14248

Week 8

7

56

1551

 

Double Posting on Facebook

A local brand accelerated their Facebook posting schedule to twice per day due to a large number of events during a holiday period.  Prior to doubling up, their average monthly engagement was 7%. During the accelerated posting month, their engagement rate soared to 17%.  They also gained fans and over the next few months, their engagement rates were 11-12%.

Think how you might double up your social media posting schedule but more importantly, see what happens to your channel and analyze the results.

  • I love the numbers! You made is easy enough for anyone to understand what an impact just a few minor adjustments can make. Thanks for sharing, Fran.

    • Fran Stephenson

      So glad it was helpful to you! Let me know if you try one of these approaches.

  • Megan

    Great recap! Super helpful. Definitely builds the case for clients who do not necessarily feel comfortable posting more than 3-4x/week.