867-5-309

Well, not exactly these unforgettable digits of the 80’s, however the numbers 1-30-7-4-2-1 are a well recommended ear-worm should you be mapping out a content strategy.

In their classic social media book, “Content Rules” , C.C. Chapman and Ann Handley posit these numbers as a most useful heuristic to reference when considering¬† how often to post content across your chosen social channels.

Depending on your overall online marketplace and strategy, your communities could be looking for, or perhaps even expecting you to post content as frequently as daily (1).

In my observation, most organizations post content at least weekly (7).

Monthly (30) and quarterly (4) updates are also beneficial to brands and non-profits, and bi-annual (2) and annual (1) check-ins are a good way to wrap-up a longer time frame and provide a more comprehensive perspective.

More specifically:

A favorite and well known¬† “7” is #TBT. I’ve also seen non-profits have a weekly “LIVE” time slot.

A favorite “1” could be a daily special via a restaurant, coffee house, or retail venue. Lake County Haven has consistent enough volunteer and donor support to post updates daily!

Stay mindful of the fact that sharing relevant content posted by others in your communities, industries and social circles is a way to reduce any crunch felt by the burden to post things on a 24 hour basis.

A commonly used “30” could be an employee of the month, or team of the month, or perhaps even a coffee or cigar, or other offer of the month.

I’ve seen the use of updates between the “1′ and “7” time frames to highlight opportunities such as The Cradle sharing about couples waiting to adopt. Restaurants like The Picnic Basket share their daily specials on a weekly basis.

“30” can also be a way to share upcoming events, or recap past events spanning the month-long time frame at-hand. Matrix Basements shares their upcoming open houses event schedule for the month on a monthly basis.

Amber Naslund shares Fraud Squad goodies on a monthly basis.

“4” is a terrific time frame to update your communities about state-of-the-organization happenings and events. Perhaps via sharing a video series, case studies or customer reviews.

Common ways to approach the annual and bi-annual time frames are to post content around industry best practices and annual conferences and events. This content can then be broken down into more digestible chunks suited for a 4, 30, 7 and 1 rhythm.

Grosso University does this well.

In closing:

Stay mindful of platform propensities and tempos. Twitter is terrific for daily updates, whereas daily updates on LinkedIn may be perceived as too frequent.

The best way to see what’s working and what’s not is to review your metrics and insights on a consistent basis.

“Jenny don’t change your number.
Eight six seven five three oh nine …”

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