How often should athletes post on social media to maintain sponsor value?

Consistency is more important than volume. A recommended approach is to focus on one main platform (like Instagram 6 days per week), then have 1-2 secondary platforms with less frequent posting (like Facebook 4 days per week and LinkedIn 2-3 days per week). Don't spend more than 30 minutes per day on social media - use that time to post and engage with comments and other accounts. Stay active even during off-seasons to maintain audience connection rather than going silent between races.