The major question most marketers have, after “What should I post to our company’s Facebook page,” is usually, “When should I post it?” While many Facebook marketing experts say companies should post once per day, PostRocket’s Mike Maghsoudi points out that there’s no hard-and-fast rule. Companies should post when it makes sense for them to post.

Maghsoudi notes that an overwhelming majority of fans don’t exactly rush back to a page to check out the latest developments. By posting a few times per day, marketers have a better chance of capturing eyeballs.

He also wrote that the average lifetime of a post is roughly three hours. Say your page posts an awesome photo at 10 a.m. By the afternoon, it’s history. Maghsoudi says you shouldn’t post every three hours, but instead, study your fans and find out when they want to see posts and when they are most likely to engage. For some pages, it’s more often than others.

He wrote about how posting times (and frequency) differ greatly from page to page, because no two fanbases are identical:

They’re not the same age.  They don’t live in the same city.  They probably don’t even live in the same time zone.  They don’t have the same schedule.  If you don’t believe me, check your Insights.  But why does this matter to you?

Well, it matters because they’re not all online at the same time.  As a result, posting once a day will eliminate your ability to reach many fans, just for the mere fact that they’re not online.  If you post 2-3 times per day, you can optimize a post for the 2-3 main segments of your fan base– increasing your overall reach potential significantly.  For example, you may post at 8am for 35-44 year-old females, 12pm for your international audience, and 6pm for 25-34 year-old males.

Readers: How often do you post content to your Facebook page?