A question that financial services firms grapple with in today’s digital world is how frequently they should be posting to social media (we’ll take it as a given that most firms have accepted that social media is a valuable way to engage with clients, prospects, centers of influence and other industry audiences). The answer is, not surprisingly, it depends. Each platform is structured differently based on its main purpose. An informative blog post by Constant Contact provides insight and a useful graphic that describes five main social media platforms, Facebook, Twitter, LinkedIn, Google+, and Pinterest, classifying each by suggested volume (low to high) and value of posting (again low to high).
What do these two classifications mean?
Volume – Volume is pretty obvious and refers to frequency of postings. Posting daily or multiple times a day every day on a platform would be considered a high volume of posting.
Value – This category is a little more subtle. High value postings focus on quality of content; i.e., providing proprietary insight or perspective to the reader. A low value posting might be more along the lines of “We had an event focused on a relevant industry topic” or “Here’s an article from elsewhere that is relevant and interesting (with a link).”
LinkedIn would be considered a low frequency/high value platform, where you would post less frequently, with weightier, more value-added information. On the other end of the spectrum is Twitter, a high frequency/low value platform. Posts there should be much more frequent, distributing a wide array of potential proprietary and curated information.
The digital world changes quickly
These guides are good starting points, but we believe that these are guidelines only. Our observations have shown that the world is evolving toward a more digital presence, not less, and that there is increasing convergence of frequency and value across the different social media platforms. Twitter has become a way to push both proprietary thought leadership as well as curated content out to your audience, and LinkedIn and Facebook are a great way to show the more personal side of a company. In addition, each company’s social media strategy should be carefully constructed based on their unique needs, resources and goals.