The algorithm myth

The "algorithm myth" has businesses terrified of over-posting.

But… no die-hard TV fan has ever complained about getting too many episodes of a show they love.

What if you're missing countless opportunities to connect with your audience?

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What's your favorite TV show?

I’m a huge fan of TV. Like a huge fan of TV. “This is Us,” and “A Million Little Things,” are some of our recent favorites and classics like, “Monk,” and of course, “The Office,” and “Friends” are always playing in the background.

I just started rewatching The Newsroom. 10/10.

I’ve noticed something interesting about shows that are on the air. Not once have my wife and I ever thought that one of our favorite shows was dropping too many episodes.

If anything, we get worked up over a two week break! We want more episodes because we LOVE the content. We’re checking forums for new season release dates and blocking off our evenings to get caught up.

We are fans, so we consume all the content we can. So why then, do companies and organizations feel like they need to limit how often they talk to their fans on social media?

The Algorithm Myth

The algorithm myth… it floats around on blogs and is the chatter of Facebook groups for social media managers… it’s also complete and total garbage.

The myth goes like this, “Social media platforms reward high performing content.

Posting frequently means that some content will perform poorly and our overall reach will thus go down accordingly.”

Let’s think through this though… If you post once a year or once an hour, some content will always perform better than normal and some will perform worse.

If a post is bad, it won’t be seen by a lot of people, if a post is good, the platform will get it in front of the right audience.

The quality of content is the key factor here, not the quantity of posts.

Is 1 good post better than 100 horrible ones? Yes. But are 100 good posts better than 1 good post? Heck yes.

So if all that matters is quality of content, what’s the ceiling on how often we should post? The beautiful answer: There is no ceiling. There’s no such thing as over-posting.

Every post is another chance to be seen by a new person, another chance for a meaningful engagement, another chance to build a fan.

If you post once a day and a post flops, that’s it for the rest of the day.

If you post six times per day and one post flops, it’s not a huge deal because you’re rolling the dice five more times that day!

The Catch

There’s only one catch… the content has to be good for this strategy to work. What does good mean though? It means adding value.

You’ve got to view adding value as a win.

If the person on the other end of the screen never buys your product, attends your church, or hits the follow button, it’s still a win.

Hopefully the other stuff will follow, but to start, adding value is the only objective.

How do we add value?

• Give something away.

• Take your logo off the image. (I promise this will help performance.)

• Don’t promote yourself or anything you offer.

• Encourage them with a quote.

• Make them laugh.

There are a million ways to add value. It doesn’t matter how you do it, it just needs to pass this one questions.

If the person viewing this post has no idea who we are and never engages with us again, will it make their day better?

So what’s the magic number? How many times per day do we post. Start with whatever you’re doing and add one per day. Then in a few weeks, add another one. Keep repeating this process until you’re up to 6 or 8 posts per day.

Make the posts so good that they’re on your page everyday refreshing the feed, on the edge of their seats waiting for more content.

If you’re making people smile or helping them get through the day or solving a problem they have, your followers will view your content just like I view the next episode of my favorite show.

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