Crafting a social media strategy is a tricky. If you don\u2019t post often enough, your audience will forget about you; if you post too often, they\u2019ll tune out your posts - or Facebook will. With algorithms on Facebook and Instagram updating frequently, it\u2019s hard to predict how many of your posts your audience will see, much less how they will respond. So how do you post enough to stay relevant without posting so much that you get unfollowed? Remember that when building social media strategy, you\u2019re writing for two audiences: your fans and an algorithm. 1. Quality > Quantity This shouldn\u2019t come as a surprise: only post quality content. In the words of Scott Stratten of UnMarketing, every interaction between a brand and a consumer either increases the person\u2019s love of the brand or reduces it. There\u2019s no neutral when it comes to our emotions regarding brands, only forward or backward. Posting more often won\u2019t hurt the success of your social media strategy, but posting something mediocre or worse will. Forcing a schedule could do more hurt than help if you\u2019re just posting for the sake of getting something out. If you don\u2019t have the resources to crank out high-quality posts frequently, cut it in half. Facebook, Instagram, Twitter and Google use algorithms that rely heavily on a forward\/backward principle. A piece of content shared in social media that has disproportionate engagement will succeed not only because of the additional share reach, but because the platform\u2019s algorithm will show the content to more users. Strive to be as helpful to your audience as possible. Provide value to your consumers and make them smile! That\u2019s the real reason we care about how often we should post to social media, anyway. We want to be informative without being annoying. But where is that line? 2. Consistency is Key If the algorithm doesn\u2019t love you, your human fans won\u2019t see your posts. The algorithm watches for two things above all else: quality and consistency. Once you\u2019ve got your quality locked down, the second key takeaway is to be as frequent as possible - whether that\u2019s every day or every week. Too many businesses kick off their social media strategy by posting enthusiastically every day for the first few weeks. Many then get discouraged by a lack of \u201cviral\u201d posts. As a result, they start posting less and less often. But sitting around for weeks between posts can kill off interest that people have in your page - and worse, your business. The pages that post consistently at whatever frequency allows them to produce high-quality, engaging content - whether that\u2019s once a day or once a week - are the ones that succeed in the long run. 3. The \u201cMagic Number\u201d You may have heard of the two posts a day rule. If you already have a substantial following of 10,000 followers on Facebook a day, great! Posting quality content twice a day is a fantastic way to maximize engagement. If you have a smaller following, however, posting twice a day will result in 50% fewer clicks per post. If you post 1-5 times per month, your clicks per post will nearly double, making it one of the fastest ways to get traffic back to your website. 4. Don\u2019t Try to Cheat the System with Ads Many businesses try to \u201ccheat\u201d the system by boosting posts on Facebook or Instagram to make up for a lack of consistent, quality, content on their page to create the illusion of organic success to users or to \u201cjog\u201d the algorithm in their favor. Don\u2019t throw a bunch of money at a post that didn\u2019t perform well and hope it will go viral. If a piece of content fails organically, it\u2019s not likely to wildly succeed once it\u2019s promoted as an ad. Boost content that helps promote a product or service you offer, encourages visits to your business\u2019s website, or increases awareness of a limited-time campaign your business is running. Posts that inform or entertain succeed organically, and that\u2019s also the best content to turn into a paid promotion. Key Takeaways for Your Social Media Strategy At the end of the day, people will respond to posts that they enjoy, whether they\u2019re seeing them four times a day or four times a month, while algorithms respond to posts that are released consistently. Who are you crafting your social media strategy for - your fans, an algorithm, or both? Share in the comments below!