It’s time consuming, sometimes daunting, and feels like a never-ending job — maybe because it’s never “complete!”
One of the biggest challenges for me, and I suspect for plenty of other Facebook Page admins, is continually finding and/or creating valuable content for our followers.
At ShortStack we’ve seen the best results from our Facebook Page when we post 4-6 times a day.
That’s A LOT of content!
I used to only post to Facebook when I was at work (9-5 PDT), but as our Facebook Page grew and algorithms changed, I realized I needed to start scheduling posts. And to be honest (again), my day was being overrun with constantly looking for Facebook posts, scheduling posts and checking posts. I quickly noticed I was spending 80 percent of my day “doing” Facebook and it’s not my primary job.
Something needed to change!
I learned about Post Planner at Social Media Marketing World in 2013. My co-worker and I had dinner with Post Planner’s founder, Josh Parkinson, and ever since then I’ve been a huge fan of theirs. Not only do they make scheduling Facebook posts super simple, but I’ve learned quite a bit from their platform and their blog about scheduling posts for our own audience.
If you’re not scheduling your Facebook posts, chances are you’re missing opportunities, wasting time, and making more work for yourself.
If you’re ready to free up some of your day and start scheduling your Facebook posts, follow these three tips that I’ve learned about scheduling posts from Post Planner.
1. Be Consistent
More than ever before, businesses need a Facebook posting strategy. With the frequent algorithm changes it’s no longer good enough to post an update whenever you feel like it. You need to have a plan and stick to a consistent schedule.
The schedule will be different for every business.
There is no right or wrong number of times to post on Facebook, it’s whatever works for you and whatever your followers respond to. Nothing irks me more than when social media professionals insist that businesses post at least three times a day or at least six times a day.
As I mentioned earlier, for us, it’s 4-6 times a day. Facebook ad expert Jon Loomer posts two or three times a week but he gets amazing engagement.
The key is to consistently post on Facebook and to not take major breaks. Once, we took an entire week off of posting to Facebook as an experiment. Needless to say, it was a horrible experiment and we’ll never take a Facebook vacation again!
If you’re not sure what works for your business, run some experiments. Try posting five times a day, then try posting once a day. Pay attention to your insights and test different types of content at different times with your audience.
Also, don’t forget about the weekends. Even though people may not be at work, they’re still on Facebook!
2. Don’t Forget Your Fans are in Many Different Time Zones
One of the first blog posts I ever read from Post Planner was how to publish Facebook posts at the same time-of-day in all time zones. I even bookmarked it, (that’s saying a lot for me!).
It was at this time that I realized that ShortStack’s fans were all around the world and I had to consider which time zone they were in when I posted status updates.
The first thing you need to do is discover when your fans are online. The easiest way to do this is to head into your Insights and click on “Posts.”
Here’s a look at when our fans our online.
As you can see, the peak time our fans are online is between 6am PDT and 11am PDT, but many of them are online at all hours of the day. They even peak again around 7pm PDT, probably because this is when our fans in the Asia-Pacific region are just waking up.
If we were to wake up at 6am and post “GOOD MORNING FACEBOOK FANS” we would look silly! For a majority of our fans it could be their afternoon, early evening or even middle of the night.
If you have an international audience, it’s important to recognize their time zones and adjust your posting schedule.
3. Be Inspired By Others
If you discover that your business does best when you post several times a day, you may become overwhelmed by discovering new content for every time you post.
Post Planner does a great job of providing a plethora of content and inspiration for businesses to use for post ideas.
Make sure you’re using the 70-20-10 rule. Seventy percent of your posts should include content that is valuable to your users, including best practices, tips and industry news. Twenty percent of your content should be helpful information that has already been shared by others, such as content from other business Pages or insightful information from Twitter or Pinterest. The final ten percent is promotional, meaning content that is about your new products, special deals, event, etc.
The best thing to remember is that it’s okay to “copy” posts from influencers. They’re influencers for a reason, and photos, quotes and articles go viral for a reason. There’s no harm in sharing those viral posts with your audience because chances are they haven’t seen it yet.
In conclusion, scheduling posts can save you time and a headache. My favorite thing about scheduling out my posts is that I can come in each morning, schedule my posts for the day and not have to think about it again.
I keep a folder on my desktop that contains quotes and images that I see that I want to share with our audience. I also keep a list of “Facebook post ideas” on my computer.
I don’t like to schedule more than a day or two ahead because I like to leave room for breaking news or interesting things I see throughout the day. But that’s another great thing about scheduling posts is that you can schedule as much or as little as you’d like.
So what are you waiting for? Start marking “post to Facebook” off your to-do list for the day!