When I posted with this same title three years ago, I was reacting to the pundits who urged bloggers to post content, regardless of quality, as frequently as possible. I pointed to the research of Jakob Nielsen, whose study of RSS feeds and social media revealed that readers complained the most about  too-frequent posting.

Despite the explosion of social media, his conclusion still applies. “If you post too much, you’ll crowd out other messages,” Jakob wrote.

On the other hand, “if you post too rarely, your material will drift out of users’ active timestreams before they visit again.”

The right balance

So the challenge is find a way to keep your readers happy, achieve your objectives and make the most of your resources. It’s a fine balance that I constantly adjust as I juggle clients, projects and family. You too?

Fortunately, the blogging pressure has dwindled. Unless you have a team of bloggers and guests to post daily or more, many bloggers like me average  one post a week. Readers like regular quality content. Many agree.

Social media can be more frequent because it’s not usually big, original content. Often people share links to articles their followers and friends might be interested in, personal comments or, increasingly, famous quotes. Automated tools enable many to send the same bursts to different platforms multiple times.

Quick, easy

While higher frequency is easier and expected on social media, it can get out of control. According to Lab 42, posting too frequently is one of the top reasons why people unlike a Facebook page.

Trigger finger updaters should heed Jakob’s earlier warning that readers don’t want too much, especially if the quality is low or derivative. For example, I don’t understand how some people expect to build their brand by ramming famous quotes into their Twitter and Facebook feeds, all day every day. Or why others  flood me with automated dumps from a hodge podge of sites.

But not mindless

The links and quotes you choose should reflect your brand and objectives. Pasting and posting with no thought can be a waste of your time. Your readers’ too.

The frequency of posts, whether you’re talking blogs or micro-blogs, needs to work for the people you want to connect with. Remember that readers told Jakob that they don’t like too much.

I can’t give everyone an answer on how often to post. Once a week to your blog and three times a day to Facebook are popular rules of thumb. But only you can figure out what works best to achieve the results you want.

Don’t assume that more is always better. As with most things in life, quality trumps quantity.

 

 

 

 

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