The Agency, Build-Grow-Repeat by Luca Senatore

Author:Luca Senatore [Senatore, Luca]
Language: eng
Format: epub
Publisher: Fiftyfive Books Publishing
Published: 2019-01-14T05:00:00+00:00

Frequency

There is an incredible amount of misunderstanding as to how frequently one should post on social media and Linkedin specifically. Daily? Weekly? Five times a day? Ten times a day? The answer is that it doesn’t matter. What’s more important is consistency, and even then, this isn’t anywhere near as important as some might think.

If you post five times a day, then you should try to post about five times a day every day. But if you post three times on one day and six times another day, that’s fine, even though one is double the other. The principle is that you’ve posted a lot on both days – three posts or six posts, that’s both a lot. To be consistent, you simply keep posting a lot. If you post three times a week, then try to post three times a week every week. And again, if it’s twice one week and four or five times another week, you’re still posting relatively little, so you’re being consistent.

But what’s best? A lot or little? Read ten books and you will find ten different answers. In my experience, a lot is better but only if your content is always good. This is extremely hard to achieve, because inevitably, some pieces of your content will be a lot better than others – richer and more useful. The danger of posting a lot – daily or multiple times per day – with content of variable quality or importance is that your audience might miss the good stuff. Being unable to consume everything that you post, they will have to choose what to consume and therefore might miss the high value content if they can’t tell the difference before they engage with it.

If this is you, one way to go about avoiding the risk of your high value posts going unnoticed is to brand the richer content in a certain way so that you make it easier for your audience to distinguish the skinny daily posts from the chunky ones. I did that and it works very well. If you don’t do this, it’s possible that you’ll lose the interest of your followers altogether.

The only situation I can think of in which you should be regimented in your posts is if you have some sort of show that you said will be published regularly, at a certain time on a certain day. If you do that, then you have to be consistent because you’ve set the expectation. I have tried to do that before and failed. I started a show giving out good-quality video content – interviews with people and other types of insightful and useful content. I allowed travelling and everything else to get in the way and stopped treating it seriously. Now I publish these richer posts sporadically. That’s why the subscribers of the YouTube channel I’d set up for that show never grew. I will get back to it, but for now it’s just not my priority.

One benefit of posting as close

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