The one-third rule on social media

La regola di un terzo sui social media

The one-third rule on social media is one of the best known and most applied theories on social interaction platforms.

In fact, most of the professionals in the sector – especially the social media managers of small and very small businesses – implement this thesis through a rich and detailed editorial plan.

What does the one-third-party rule on social media entail?

The affirmation of content marketing, as a persuasive communication technique, and the increasingly central role of the user in sharing corporate content – today we can speak of share actor – determined the success, as well as the notoriety, of the one-third rule on social media.

With this theory, every company or every freelancer will have to organize their own editorial calendar by dividing the same contents into three broad categories:

  1. Purely corporate content;
  2. Topics related to corporate activity;
  3. Relational content;

The contents of these three areas will have to be strategically planned and subsequently applied on all social media where the company is present.

All this must take place through periodic programming that will allow the company to alternate the contents and modify them over time.

The rule of a third party on social media: purely corporate content

The first major category of content to be published on a company’s social media accounts are purely corporate ones.

This category includes:

  • Photos and videos of the products offered;
  • Images of the company team;
  • Photos of the workplaces;
  • Images of production machinery;

In short, all those commercial and information content that can enhance the entire business system will be identified in this area.

The rule of a third party on social media: content related to the business activity

The second category of content to be shared on social interaction platforms is that relating to content related to business activities.

For this type of content we can create weekly “columns” to be published exclusively on certain social networks.

For example, the administrators of a pizzeria’s Facebook page can identify all those topics that are related to the advertised activity.

In this case you can “tell”:

  • Anecdotes about pizza;
  • The techniques for making the dough;
  • The main events on pizza;

A once the topics and social networks where to post them have been identified, the company’s social media manager will decide how to “rotate” them within the editorial calendar.

The rule of a third party on social media: relational content

The last major category of content to post on a company’s social media are relational ones.

This is an extremely relevant category for any social media marketing strategy, since every single piece of content generates engagement and improves the positioning of the brand (discover the positioning in business marketing) in the mind of the final consumer.

In relational content we can include:

  • Polls;
  • Contest;
  • User Stories;

So in this category you can create different contents, all oriented to the psychological and emotional involvement of the user and potential buyers.


The one-third rule on social media is a quantum theory that allows you to quantify the different types of content to be posted on different company accounts.

With this thesis it is possible to divide the contents into three main categories and to alternate them, over time, on social networks through effective and efficient programming.

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