You often read that pages should post at least once per day on your Facebook fan page. Why and who made this rule? We hear that you should touch base with your community, but be careful of over-posting or you will turn off you fan base. Are people just repeating what they heard? Why should you post once per day? Here is some real-life examples of why you should post once per day.
We created a goal for one of our clients to post at least once per day. While most days had one or more, there were still some days with zero posts (and allowed us to see the differences which turned out to be a good thing). Over a several months, we kept track of post records and the level of engagement our client had. While the data may be further refined over time, the initial results were telling:
|No Posts||1 Post|
|Daily Active Users (avg)||83||219|
The table illustrates exactly why you should post once per day: 140 more unique Daily Active Users than days they didn’t post!
Now, before you run off and post all day, every day there is a limit. The increase is not linear and we do start to see some diminishing returns of posting multiple times per day:
The benefits of posting multiple times per day simply to get unique users to interact with your content go down after the first one. While the first post adds 140 unique users, the second post adds only 60 and after the third post, you only get 40. After three posts in a given day, you will actually get fewer unique users. Some arguments against may center around the idea of impressions and total Likes/Comments but this lead you down a bad path. Just look:
On a per post basis, nothing is as effective as a single post. One post per day triples your impressions and active users (on a per post basis) but anything more than that and we begin to see a fall off. This is not optimal for an engagement strategy. Even total Like/Comments per post are flat after the first one. The sweet spot seems to be between 1 and 3 posts per day but why would you post multiple times per day if you don’t need to? Save those days when you are running a campaign or trying to raise awareness of an issue or topic. Stick to the one post per day philosophy to engage your fans in a consistent, non-intrusive way.