How active should a company be on social media?

Social media seems to revolve around the idea of getting more followers and deciding what and how much to share with your followers. Social media frequency strives to find how often posts should be made on social media.  I admittedly try to keep a distance from social media in my personal life and don't post too often. That being said this is a caveat when posting-- it's hard to tell how many people your posts are actually reaching. Moreover, posting too often could lead to saturation with diminishing returns.

An article on by buffer you can find here attempts to quantify how much we should be posting on social media.  It seems to be a common theme that  posting on social media consistently is important.

I'm  a little skeptical about the suggestions for ideal number of posts per day. The stats are interesting, but they are also from 2013 they also seem to focus on top brands and companies. Buffer's best practices include a certain amount of posts until engagement with an audience begins to drop and taper out. I feel like this in theory sounds like a good starting point, but it  might not be as applicable to a completely new company as it does to an already established company. Companies also begin to see diminishing returns after a certain amount of posts. For example in a 2012 study by Track Social, researchers found that after three tweets engagement begins to decrease.

I like that all of the data to find frequency of social media and it's effects is so readily available, but I feel like in some cases maybe variables need to be controlled for a little more to avoid confounding factors.  In this article there is some detail about the methods and parameters used, but not all that much.

In my opinion it comes down to finding out what works for ones company. There is no single or proper way to do social media. If there was, we would all be experts. In reality, the world is always changing and so is social media. It's unrealistic to be one person and have pages on all platforms that are kept active and up to date. It's more important to find out what platforms work to best reach your audience and what's the optimal activity level for your specific audience.