You’ve probably run into the “over-sharer” online—that Facebook friend that posts an update every 20 minutes about the baby drool on the couch or the constant Instagram posts featuring every meal they’ve ever eaten. There’s an interesting lesson here for the business world: these over-sharers may be on to something. Sorta.

It goes back to the old advertising maxim that frequency builds awareness. Thanks to frequent Facebook posts, that high school classmate you haven’t thought about in 20 years is suddenly on your mind, multiple times throughout the day. But just because they pop up in your thoughts more often doesn’t necessarily mean those are positive experiences. How you personally value the content they’re sharing often shapes your perception of them, and if that perception becomes too negative or irrelevant … poof! Unfriend, unfollow, unlisten.

Once that happens, the clutter of irrelevant messages has permanently closed any way of sharing what may have been deemed valuable or useful information. Too much that didn’t matter enough. Of course, on the other side of the fence, that old college roommate that posts three updates a year, regardless of how engaged you are with what they are sharing, is out of the conversation the other 362 days.

Your business presence in online spaces, particularly social media, works much the same way. If you’re sharing content that is of little value to your customers, it doesn’t matter how frequent it is. In fact, you may just be reminding them that you don’t have much to offer.

But if you’re not reaching out through social media at all, you’re missing a chance to be on your customers’ minds with regularity. And if you’re not on their minds, you’re far less likely to influence their actions (i.e., “Buy our stuff!”).

Maybe the lesson to be learned is striking a balance: Frequent sharing of quality content. That means blogs, tweets, updates, emails and a laundry list of other touch points loaded with content that is valued by your customers.