Check the key words on Facebook!

1. 1
What should we say to engage
thousands?
– key words on the Facebook pages

2. 2SOTRENDER| www.sotrender.com
Data-driven optimisation
for social media marketing

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- one of the most important truths in any
interactive activity
In our analyses, we are looking for
brands' posting patterns
– what’s repetitive in phrases and the ways different companies
communicate. And most of all, we want to
check if specific words and type of posts have
the influence on how do the fans react.

4. 4
We’ve checked over 111 UK fanpages from different industries:
 Clothing
 Food & Beverages
and analyzed over 2852 different posts.
What is the outcome?
 Cars
 Cosmetics & Hygiene

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Of course, depending on the fanpage subject, the words differ.
‘watch’, ‘like’, ‘look’ ‘click’
appear very often, no matter the line of business company is from.
What is significant, using catchy words in posts doesn’t seem to rise
much more engagement , probably because fans are getting
insensible for constantly repeated phrases.
It shouldn’t be a surprise, that what
companies use the most are the
‘call to action’
words

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285
237
130
72
133
65 96
32
Clothes Food & Beverages Cosmetics & Hygiene Cars
Interactivity idex – average vs. win
Average interactivity index Interactivity index "win"
Surprisingly even Win! doesn’t bring
too much buzz, only in Cosmetics &
Hygiene fans react more when there’s
something to win, ‘get’ or on sale.

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Most frequent Most popular

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In the food fanpages, words
attracting the attention of fans,
often refer to emotions
- ‘like’, ‘love’, ‘good’, ‘favorite’, ‘happy’
have highest rate of user engagement.
Fans of clothes brands are more
trends and subject-concentrated
- with ‘fashion’, ‘style’, ‘collection’ on
the top.

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439
140
97
5163 60 48 24
Clothing Food&Beverages Cosmetics & Hygiene Cars
Average number of 'likes'
average post post referring to external websites
Quite popular are references to the external websites: ‘WWW’,
‘http’, ‘com’, ‘blog’ are frequently used words, especially in Cosmetics and Food &
Beverages.
Posts containing links bring
fan’s engagement far below
average.

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Text? Not necessarily ! - visually mediated society
Clothes industry shows that
you don’t need a playful
status to engage thousands
Topshop wins with competition
and attracts 28k users just with
photos. Only 25th post receiving
highest interactivity index has
been a status post.

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140
140
220
6
38
44
average post
post with question
tag
post with photo
Likes/ comments depending on type of post in
the clothes industry
likes comments
Posts with photo get
57% more likes and
over 7 TIMES more
comments than the
average post
Average
post
Post with
question
tag
Post with
photo

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Thank you!
www.sotrender.com
contact@sotrender.com
www.facebook.com/sotrender
@sotrender