The problem with public proclamations is that when you make them you have to practice what you preach, lest you be labeled a hypocrite. Case in point, I’ve stated that one should only share three to four posts a week. This means that if I’ve reached four posts by Wednesday, I’m shut off for the week. At least in my mind I am.
But, like a diet, this is probably a good thing—making public proclamations, that is. Otherwise I would be flooding my connections’ feeds with content that is forced and without merit. I mean, how does one think of content on a daily basis? Or twice a day, as I’ve seen?
I could be wrong. There are some LinkedIn members who hit the gridiron everyday and seem to be doing fine in terms of the impressions, reactions, and comments they receive for their posts. They believe that by posting everyday they’ll be seen more often and build their brand.
But here’s the question: how long can they maintain the routine? The old fable of the tortoise and the hare is apropos. Eventually you run out of steam and lose the ground you’ve gained. Following are some suggestions for posting.
Don’t post too often
Seeing an overabundance of posting in my LinkedIn feed gave me the provocation to write this article. It appears that either LinkedIn is encouraging its members to post more often to attain more impressions, reactions, and comments; or people are hearing whispers in their ears to this effect.
I conducted a poll that asked “How many times should one post on LinkedIn?” the results were surprising. My suggestion of posting three to four times a week (26%) came in a long second to posting only one to two times a week (59%). Posting more than five times a week earned 16%, thus supporting my assertion.
Surely posting only once or twice a week isn’t serving your network who rely on your content. As well, you won’t appear on the platform often enough to be remembered and get those numbers of reactions, impressions, and comments you yearn for.
On the other hand, posting every day and more is definitely too much. It says to me that you don’t take at least one day the whole week. I worry for your health and sanity if you think you need to post this often. And, quite honestly, you come across as desperate if you’re posting this often.
Don’t share content that adds no value
Related to posting too often on LinkedIn is failing to provide value to your network. Value is defined as the monetary worth of something. In this sense, value refers to providing worth to your network. This is vague, but think of it this way: you provide an aha moment for everyone who reads, views, or hears your content.
Returning to posting too often, I strongly believe that if you’re sharing original posts more than four days a week, your content will start to lose the value you hope to deliver to your network. There is a water-down effect where your content is diluted and lacks impact.
On the flip-side to not posting enough is losing inertia for posting at least three or four times a week. This happens to the best of us. We ask the muse to speak to us but, alas, she doesn’t. In this case, it’s advised to take a breather rather than posting shite.
I’ve found that including my connections in the articles I post is one way to add value to my network. I call it letting them do the heavy lifting, and my network appreciates it. Doing this also gives my contributors visibility. There are those who don’t share the wealth—perhaps they feel it will affect their brand.
Don’t post and ghost
This is the definition of conceit; you share a post and don’t respond to LinkedIn members’ comments. Often I’ve seen people leave great comments to a long post, but the poster doesn’t respond to their thoughtful comments.
When you don’t respond to others comments, you kill the conversation immediately. Reciprocity is one of the pillars of proper networking. It’s akin to telling someone at a networking event about yourself and then walking away. Is this a way to have a conversation? Of course not.
I’m particularly intolerant of this behavior. When I see a post from someone who does this, I scroll on down my feed. And if someone like this tags me in a post, I don’t engage. I know that if I do, said person will not respond to my comments.
The solution to over-posting
My valued connection, Karen Tisdell, said it nicely; she will comment nine times to every post she shares. This means if she shares a post every day, she will have to comment 63 times. I would never hold Karen to this, but I can tell you that she writes many more comments than posts.
Writing daily comments is really the solution to being top of mind on LinkedIn. It tells LinkedIn members that you’re more interested in continuing a conversation than posting for the sake of posting, or you value their comments and won’t ghost them.
Let’s hear it from some of those who voted in the poll
As many times as you want, Bob, if you can produce original high quality content, nurture all of the conversations, and your audience demands more. For me that’s 1 to 3 times a week.
I don’t think there’s a one-size-fits-all answer to this question, personally.
Some people can pull this off credibly once/week, others at a different number, but to me, it’s really about content aligned with the purpose in your presence on the platform.
I post daily during the week because that’s the tradition I have maintained for over a decade. But I’m unusual in this respect. This is and not necessarily a model to be embraced.
Bob, only 30-40% of your network will see your posts. And most users are casual and don’t log in more than once a month. Therefore, posting 5-6 times a week increases the odds that the right people in your network will notice. I have never heard of anyone unfollowing anyone for posting too often or for posting low quality content.
I can definitely confirm that all of my posts do better when I post more often, up to once a day.
Yet LinkedIn is no longer important for my business/audience growth and so I post once a week now 🙂 Attention has moved to bigger things.
But there’s zero doubt in my mind that the algorithm rewards those who post quite often… at least multiple times during the work week.
We can debate the other parts of the algorithm but this is crystal clear to me.
So, for anyone out here trying to grow their audience/brand, post 3-5 times, Mon – Fri. Minimum.
Shelley Piedmont, SPHR, SHRM-SCP
I think you should post as much as you have good content to disseminate. That might be one post a week or seven. What you should not do is a post for posting’s sake. If people don’t get any value from what you post, you are not serving your audience. And isn’t that the point of posting, after all, Bob?
Tom Powner ➜ NCOPE ➜ CPRW ➜ CEIP ➜ CDCC (He/Him)
Bob McIntosh Whichever amount you choose, be consistent and ensure you are providing current, relevant, quality, and honest content. I am busy working on my business and clients; I find it hard to find the time to post effectively, so I choose to be active in adding to posts of others and provide added value.
Regardless of how many times you should post, you should always be consistent and you should interact with people via comments too, Bob McIntosh!
The answer is not SHOULD be WANT TO I think. Choose a frequency you can keep up rather than aiming for a frequency you struggle to keep to. That being said, it makes sens to post at least once a week to keep your visibility at a reasonable level.
Paula Christensen CPRW, CEIC, CJSS
I’ve fluctuated due to client load and personal/family circumstances. I do try to stay active by adding to others’ posts.
I get the argument to post regularly from a metrics or algorithm standpoint. But if you step back and look at the big picture, how realistic (or desirable) is it to post so regularly? If every single person on LinkedIn posted something original 3-4 times a week, how would you find the valuable content through the massive amount of repetitious noise?
Like most people, I suspect, if I have a truly original and insightful thought even once a month, that’s a win. Also, you’re able to generate great original content regularly, Bob, because (lucky for us) it’s part of your job.
Most people don’t have the time to be social media managers on top of their regular work. If you really are going to argue for quality over quantity, then there should be no particular goal in how often you post.