After participating in a recent panel discussion, I was approached by David Shlagbaum, a senior partner in a downtown law firm.  He reminded me of a lunch we shared, where he had asked me how often he should tweet.  I responded “David, do you see that bus outside?”  He did.  “A Twitter schedule is no different than a bus schedule.”

Consider:

• If the bus comes too early or too late, you’ll annoy those who come on time, and earn a reputation for being unreliable.  People will stop using you.  People will unfollow.
• If it follows a random route each day, no one will ever use the service, as the passengers have no guarantee the bus will take them to their destination. Thought-leadership is built with on-topic, relevant content.
• If it comes too infrequently, people will seek alternatives. If it comes too often, it would be too costly to run. Twitter takes time, and there must be a balance between relevance and productivity.

What is the perfect Twitter schedule?  It is the schedule of your target audience.  And whatever that frequency, make sure it is consistent.

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