When it comes to paid ads, then we run the successful ad until your audience gets tired from seeing it. We measure the results and then, once they start tapering off, we tweak the ads with fresh content. The idea of "if it's not broke don't fix it" applies here, but a little shine up never hurt anyone. Organic social media posts on the other hand are different, it is more of a longer term strategy and you may want to post a few times a week, but this should be set in your marketing calendar and implemented into your strategy to benefit from seasonality and other factors.