We are constantly advised of its utmost importance. Consistency is, after all, the very basis of the algorithms driving social networks. Serving up a regular stream of content helps us gain visibility, start conversations, remind fans that we're around, and establish authority. The more consistent and predictable the content, the higher the chances of gaining a following, maintaining discussion and, thus, getting seen in feeds.
We're told that if we aren't consistent, our social presences will shrivel and die. And that's where all of these rules come in: Post to your blog at least two or three times per week, tweet at least five times per day, post to Facebook at least once per day...and so on.
Talk about pressure.
Yes — consistency is very crucial. And that's great if you have enough content to meet or exceed the acceptable "minimums" for various social channels.
But I'd argue that other types of consistency are much more important:
Is every blog post or article you write well-crafted, substantive, and generally error-free?
Is every photo you share clear and crisp, well-composed, properly sized, and relevant?
Are your videos compelling enough to hold a person's attention for their respective lengths?
Do you always do your best to help people who reach out to you via your social channels (within reason)?
Do you always acknowledge and respond appropriately to legitimate comments, direct messages, @replies, and emails that warrant answering, even when they are negative?
Do you always correspond with your online community in a timely manner?
Do you keep all of your promises?
If you can answer "yes" to each of these questions, then I'm willing to bet your social graph is — or will be — doing more than OK. Even if you aren't always 100 percent predictable.
It's quality — not quantity — that's going to win in the end. So if you go a day without tweeting, don't beat yourself up. Just make sure that when you share, it's worth sharing.