One thing is certain is that it depend on what you are doing online,if you are a blogger or you provide content,your write ups should always be spot on and have a good timing.Guess as often as it takes for you to feel satisfied. It can be as little as once a week, or as much as keeping your status throughout the day. It really depends how dependent one is on social media for other's approval and/or side-hustle income or even main gig.