What does good look like on social media?

Social media is about two things: posting content and engaging with content. Getting the balance right is the key to success and learning from others who get it right can help you get off to a flying start.


How often should you post on Facebook? According to Hubspot, it depends on the number of followers you have. If under 10,000 post up to once a day, over this 1-2.

So a good aim for all businesses is to post at least once – most studies tend to agree that once per day is optimal, with a maximum of two. Aim for quality over quantity.  

Marks & Spencers Facebook account is a great one to get inspiration from. They share lots of eye-catching images and videos, run regular competitions, and inspire through sharing ideas, including recipes.

It's officially #SourdoughSeptember! Celebrate with our San Francisco Style Sourdough. Pick one up in store today!

Posted by Marks and Spencer on Monday, 2 September 2019

Helpful articles: How To Set Up A Facebook Business Account, Top Ten Ways To Get Your Posts Seen On Facebook


Buffer says three times is the optimum before engagement starts to drop off, other studies say 5 – so 3-5 times a day should be your aim. 

If you’re new to Tweeting, there are a few simple rules to follow: 

Be snappy – you’ve only got 280 characters, so make sure you portray your message in a punchy way to grab attention.

Have conversations – Twitter is the perfect place to reach and interact with people, so use tweets and replies to instigate and join in relevant conversations respectively.

Don’t overthink your Tweets – as you need to post more often on Twitter than other platforms, don’t spend too much time worrying about what you say. You can then spend more time designing posts on other platforms, as it’s quality over quantity on Facebook and Instagram.

Have a voice – don’t be afraid to be seen as sassy! 

Nike sees lots of engagement on their Twitter account from their followers by sharing lots of eye-catching videos, inspirational quotes and intriguing posts like this

Helpful article: How to set up a business Twitter account, How to write a killer Twitter bio, What to post on twitter


Here’s the thing, the more often you post on Instagram, the more likes and followers you gain, and some major brands post up ten times per day to Instagram.

It’s best to stick to a regular posting schedule, but generally don’t post more than a few times a day. One or two great posts a day is better than 10 mediocre posts. Consistency and quality are much more important than pumping out posts that may annoy your followers, and, in turn, cause them to unfollow you.

Here are some ideas of what you can post:

  • New products, services, events, or offerings
  • Event photos
  • Reviews and experiences

Chillys bottles do a great job – they share user-generated content to fill up their feed, using the brand hashtag #ChillysEverywhere and make their Instagram feed temptingly shoppable! 

Helpful article: How to set up a business Instagram account, How to create the best Instagram bio, How to get your posts seen on Instagram

Content Balance and Engagement

For all platforms, you should also balance the created and curated/third party content that you share – ‘a good rule of thumb is to share 40% created and 60% curated content’ (Hootsuite). Curated content can include articles that you feel your followers would like,  user-generated content – so posts from your customers, ideally using your product – and sharing other’s posts. Always bear in mind that what you share should be content that you think your audience would be interested in.

On all of your feeds, it’s essential to spend an equal amount of time engaging and responding to people who have commented on your posts or mentioned you, plus listening to and joining conversations relevant to your business. The more time you invest in your social media feeds, the more results you’ll see.

Key takeaways

  1. Engagement is as important as posting content, so split your time effectively – getting the balance right is the key to success.
  2. Get the mix of curated and created content right to resonate with your audience.
  3. Do use relevant hashtags on Twitter and Instagram but don’t overuse them.
  4. Don’t overthink Tweets – as you need to post more often on Twitter than other platforms, don’t spend too much time worrying about what you say and you can then spend more time designing posts on other platforms.
  5. And the more you invest in social media, the more results you’ll see – you really do get out what you put in.

Maybe* turns your social media conversations into insights and actions that deliver results.