Inverted u-shaped impact of social media posting frequency on engagement and sentiment ratio

Abstract

The frequency with which companies should publish on social media is one of the most often asked topics. It has been hypothesized that there is an optimal frequency of posting on social media networks that improves a business's capacity to engage with followers and to increase positive brand mentions. Surpassing this quantity and posting too often will leave followers feeling overwhelmed. Thus, it is important to figure out what frequency level is optimal for content posting in social media to increase follower engagement and positive brand mentions. The objective of this research is to verify this hypothesis and to find out the optimal frequency level for content posting on social media. Several quadratic longitudinal models have been implemented. The dataset contains weekly data from 2016 to 2017 for 5 companies, making 525 sample longitudinal data points. According to the findings of this research, the optimal frequency for social media content posting is 6-7 posts in a week. Publishing more than that reduces engagement and positive brand mention. The findings of this research will assist companies and social media executives in incorporating optimal frequency levels into their social media marketing plan.