By Steven Duque
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If Goldilocks taught us anything, it’s that — between “too much” and “too little” of anything — there is such a thing as being “just right.” Recent research (1) reveals the upward limits of how frequently you should post to Facebook pages.
As a recruiter, hiring manager or talent community manager, take heed. Chirping like a blue bird may work for Twitter, but the expectations and behaviors of Facebook users make over-saturating your audience with updates a very real risk (2).
Below are a couple take-aways on the study’s findings and what they mean for you.
Take-Away #1
- Fact: The average lifetime of a post to a Facebook page is 3 hours and 7 minutes, and the median is 2 hours and 56 minutes.
- What this means for you: To maximize engagement, impressions and traffic, don’t post to your Facebook page more than once every 3 hours.
Take-Away #2
- Fact: After a post’s death (3), it only receives a trickle of engagement.
- What this means for you: There’s little lost by posting again. So, post away (just not more than once every three hours)!
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Footnotes:
- EdgeRank Checker analyzed 30,000 posts from over 500 Facebook pages with an average of 140,000 fans apiece.
- For more on how to think about people’s varying expectations across different social channels, check out this blog post.
- “The end of a post’s lifetime”, as defined by EdgeRank Checker, is characterized as the point at which a post receives 10% of the engagement per hour that it received during its most popular hour.
