Scheduling Your Content
In the webinar “4 Steps to Creating a Sustainable Content Calendar,” Taryn and I offered a few tips to help health care communications professionals start 2018 with a strong strategy. The first step is to review analytics, the second step is to identify brand priorities, and the third step is to prioritize content.
Step 4: Schedule it
Everyone is looking for the magic bullet when it comes to post frequency, especially now that Facebook's algorithm makes it even harder for your brand's content to reach audiences. The important thing to remember is that every organization is different. For some, posting once or twice a day may be ideal, for others, 12-15 posts per day may be feasible. Early last year, we at Mayo Clinic conducted a Facebook post frequency study to determine the post frequency that yields the most engagement. We posted to Facebook 4x, 8x, and 12x per day for three weeks each (504 posts in total). We measured the associated engagement trend metrics (based on dates of engagements).
Twelve posts per day yielded the highest daily average total engagements, but four posts per day yielded the highest average engagements per post. With this data, we realized that we shouldn't limit our posts when we have the content to share, but that it was also not going to be a detriment to our Page if we had three or four posts per day. We decided to set a goal of posting 8x per day, but when we share a top priority post, we may have fewer posts that day, so as to not detract engagement from the priority post.
There are many articles and infographics predicting the best times to post. One thing they all have in common is the recommendation to post during the afternoon slump, from 1-4 p.m. We recommend that you look at your own engagement numbers and figure out if this aligns with what you're seeing on your channels.