“How often do I need to update my account?” is a common question, and there is no right or wrong answer here—no best practice set in stone. It simply depends on your audience, their appetite, and what you have to say. There has been some research on this topic that can act as a general guideline in your efforts; but as with most things, it’s best to test and see what works best for you and your audience on each platform.
One universal fact is that social media status updates don’t last long. The half-life of a tweet, for example, is around 18 minutes for most users. This number isn’t meant to suggest you should post that often, but rather understand that sending an update out doesn’t mean it will remain visible for an appreciable amount of time. Users move on to more recent items in their newsfeeds quite quickly. The takeaway here is to keep an eye on how long your users are engaging and sharing something. More than anything, this is indicative of the quality of your content.
Again, though, it all depends on what is appropriate for your organization. For example, news organizations or media publications could easily be expected to update multiple-to-many times per day, whereas a clothing retailer would be exhausted by this rhythm and consequently turn off users. You definitely don’t want to talk just for the sake of talking; if you don’t have anything of value to add, don’t post updates just to meet a quota. That said, you will need to make sure your account updates regularly enough to entice users to follow along. You want them to know they could be missing out on some good stuff if they don’t.