Social reach and frequency are tangential to good marketing, as long as your content is relevant to your market. How many times does a potential customer or partner need to see your message before they convert? You might as well ask how many licks it takes to get to the centre of a Tootsie Pop (remember that old TV commercial?). Some will bite after a dozen licks; for others, it’s three—depends on where your audience is in a given moment when they see your message.

I hear way too much talk these days about not repeating your message, or re-posting content, or how many times it is “ok” to post something. Do not forget the beauty of all these new platforms is that you can make that decision by the minute, hour, day and week… and update, evolve and change your strategy as necessary. If you learn to pay attention and “listen,” you will be amazed at the results.

And remember, you’re not just talking to one person here—you’re getting in front of your audience’s friends and their friends as well. The more the merrier. So do not forget about good ole “reach and frequency.”





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