Facebook engagement training (2)

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Facebook engagement training (2)

  1. 1. Increasing Facebook Engagement June 2012
  2. 2. Get the Basics DownBe Succinct ○ Posts 80 characters or less (less than 2 lines of text) see about 27% more likes, comments, & shares than posts greater than 80 characters.Post Regularly ○ Posting on the same day about the same topic so fans know what to expect and when. ■ i.e. Highlighting a local business every Tuesday at 1pm.Post at the Optimal Time ○ Studies show that posting on Facebook between 1:00 p.m. and 4:00 p.m. get the most traction, with Thursday & Friday being the best days to post on Facebook all week. ○ But, conflicting studies show brands that post (or scheduled posts) outside of business hours showed engagement rates 20 percent higher than those that posted during business hours ■ Depending on your clients target market, post accordingly.
  3. 3. Be Specific and RelevantKnow which audience youre talking to ○ When posting to a page, your message will reach fans are are likely to be familiar with your brand, so insider content can make them feel in the know. ■ i.e. Events, industry, etc. most relevant to your clients target market.Be seasonable and timely ○ Fans are more likely to engage w/ topics that are already top of mind, such as current events, holidays, or news. ○ Fans are more likely to engage with "events" and "winning" than "contests" and "promotions."Be relevant ○ Post content that shows you know your audience.
  4. 4. Make a Visual ImpactPost photos and videos. ○ Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.Use bold visuals. ○ Grab your audience’s attention by using simple images with a clear focal point. ○ Images with highly saturated colors also help the creative stand out against the site’s white background.Feature images that capture the brand. ○ Ideally the profile image will be their logo or other brand symbol, but people should also recognize your brand in the images you feature.
  5. 5. Get Your Audience InvolvedEncourage interaction. ○ Create a question post or write a text post with a “fill-in-the-blank”. Fill-in-the-blank posts generate about 90% more engagement than the average text post. ○ Posts that end with a question result in a 15% higher engagement rate than posts that do not end in a question.Include your call to action early. ○ Let your fans know how to engage with your content. Should they like the post? Share with friends? Comment? Answer a question? Be sure to include your call to action within the first 50 characters.Share posts from fans. ○ Recognize your fans’ contributions by responding to high quality, relevant user-generated content that shows your fans know your brand and are passionate about it.Gauge fan interest. ○ Once or twice a month, take a look at the Pages Insights and see what posts garnered the most attention. Learn from your wins.
  6. 6. Facebook Donts● Dont post too much text - 80 to 100 characters max● Dont post boring or off-brand content● Dont post updates without a call-to-action● Dont post between the hours of 10pm and 9am● Dont post without some form of media attached (pic/vid/link)● Dont forget to use the tools Facebook provides: ○ Scheduling ○ Pinning & Highlighting ○ Insights
  7. 7. 8 post Facebook Engagement Strategy● 1 link to helpful videos for apartment living (or industry specific for Boutique) w/ call-to-action for liking or commenting.● 2 local pictures uploaded w/ call-to-action for ‘liking’ or ‘commenting’ on them.● 2 links to past popular blog posts to drive clicks to the blog w/ call-to- action.● 1 question that ask for responses (or fill in the blank ○ Avoid the question "why" and instead go with "where","when, "would" and "should".● 2 ‘spotlights’ on local businesses w/ their FB page tagged in the post - include a picture, if possible, w/ call-to-action. Call-to-Actions = Ask you shall receive.
  8. 8. Why Engagement is Important
  9. 9. Pinning vs. HighlightingPinning Moves post to the 1st upper left position, right below the About section Posts stay pinned for 7 days - returning to original position afterHighlighting Highlighted posts become stretched across profile Will stay highlighted until you un-highlight, however it moves down the page w/ new updates Highlighting first, then Pinning will return post to Highlighted status after 7 days is up
  10. 10. QUESTIONS?

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