How often should you post? Is there ever enough?
“Yes, you can be one of those annoying people who posts every few minutes,” says Matthew Halloran, advisor coach and author of The Social Media Handbook for Financial Advisors.
Instead, Halloran stresses the quality of posts. “If you don’t have something to post, don’t post,” he says. Advisors should try to post thoughtful content three times a week and a minimum of once a week on LinkedIn and Facebook.
Other experts disagree, however. Research shows that in most cases, posting two to three times a day is ideal, says Maggie Crowley, marketing coordinator for Advisor Websites. “If you only post once, it’s likely to be lost in the millions of other messages being aired, while more than three posts each day can desensitize users to the value of your message,” she says.
One exception is Twitter. “Twitter is a totally different beast,” says Halloran. Twitter etiquette and usage differs from other platforms. “On Twitter it’s acceptable to post as many as five to six times each day, as long as your tweets span across several hours,” Crowley adds.
If that sounds like a lot, don’t worry, Crowley says. Experts suggest keeping posts short, around 80 words; and video and photo posts count, too.
“Try writing one short post each day and posting a picture or video as well,” says Crowley. “See for yourself which gets more action.”
Although you can in fact post too much, most social media newbies have the opposite problem -- and it’s important to remember that social media is 24/7. It’s “not a destination, it’s where we live,” says Victor Gaxiola, social media expert for compliance technology firm Actiance.
Advisors should be sure to check in occasionally and be mindful of mentions on Twitter, responses on Facebook and comments on LinkedIn, Gaxiola says: “Just because you aren’t online engaging doesn’t mean your brand or content isn’t being talked about.”

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