DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 141 In this section, we will share tips for determining your content fre- quency and for allocating content themes and visual media across a multitude of platforms in your monthly content calendar. Frequency Frequency is one of the top question topics we get from the audience when we speak at events—and for good reason. How often companies should post is not easy to generalize because it’s going to be different for every company. Frequency will also be different for every channel your com- pany has a presence on. We’re operating under the assumption that readers of this book already have a presence across multiple platforms and have done some work to determine their desired social media content frequency for each of them. You’ve made that determination probably based on things like how much relevant information you have to share and your resources, staffing, and ability to source visuals. Unless you’re hardly posting at all, it makes sense to stick with that frequency as you ramp up your visual storytelling efforts. You’ve already built a benchmark based on how your content is currently performing, and consistency makes sense, especially in the beginning. Tinkering with your frequency is a good trial-and-error solution when you’re looking to enhance engagement further into your program. There have been a lot of different studies published over the past several years that show the best times to post on various networks. Just Google “best time to post,” and you will see numerous different pieces of advice. Some say weekdays are the best days for engagement; others say weekends are. The data is controversial. And while it’s helpful to look at averages, frequency is unique for every company because of different fan counts, demographics, preferences, and levels of engagement. It’s also a good idea to gauge the frequency of your competitors’ posts as a way to understand if it’s drastically different from your own—and if so, why? Also, your executives will inevitably ask, and