Tier10 Whitepaper: Facebook Posting for Your Brand

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[Updated 10/08/13]
There are over 1 billion monthly active Facebook users — 58% of which return daily — and through your brand's page, you have the ability to connect with these people. Use Facebook as a tool for brand positioning and raising consumer awareness.

Use the following whitepaper to get the most out of your brand’s Facebook page by learning Facebook Posting 101.

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Tier10 Whitepaper: Facebook Posting for Your Brand

  1. 1. FACEBOOK POSTING Tier10.com October 2013
  2. 2. TABLE OF CONTENTS 01 OVERVIEW WHAT EXACTLY SHOULD I POST? POST TYPES POST LENGTH & FREQUENCY BEST DAY OF WEEK TO POST BASED ON INDUSTRY BEST TIME OF DAY TO POST USING HASHTAGS PROMOTED POSTS SCHEDULING POSTS MEASUREMENTS & ANALYTICS CHART (A): MEASUREMENTS & ANALYTICS CHART (B): MEASUREMENTS & ANALYTICS OTHER HELPFUL HINTS 02 03 04 07 08 09 10 11 12 13 14 15 16 Facebook Posting · October 2013
  3. 3. OVERVIEW POSTING REGULARLY FROM YOUR BUSINESS PAGE IS IMPORTANT FOR MAINTAINING YOUR BRAND’S REPUTATION. There are over 1 billion monthly active Facebook users — 58% of which return daily — and through your page, you have the ability to connect with these people. Use Facebook as a tool for brand positioning and raising consumer awareness. Do this through the type of content you choose to share and the types of interaction you promote with your audience. BY USING FACEBOOK AS A MARKETING TOOL, YOU HAVE THE ABILITY TO EDUCATE, GUIDE AND ENGAGE THE CONSUMER. Use the following white paper to get the most out of your brand’s Facebook page by learning Posting 101. 02 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  4. 4. WHAT EXACTLY SHOULD I POST? POST ENGAGEMENT · There are EIGHT different types of posts: standard, photo, link, video, event, photo album, milestone, and highlighted post. (see next page for examples) · Photos receive a higher number of Likes, Comments and Shares on average. · Posts that include calls to action see interaction rates of 48% higher than average. · Posts that use the word “win” receive a 46% higher interaction rate. · Posts that use the word “winner” receive a 68% higher interaction rate. · Posts that use the word “giveaway” receive a 42% higher interaction rate. 03 LIKE PERCENTAGE 0.2% 0.1% 0.0% 0.3% PHOTO TEXT VIDEO LINK COMMENT PERCENTAGE 0.02% 0.01% 0.00% 0.03% PHOTO TEXT VIDEO LINK SHARE PERCENTAGE 0.04% 0.02% 0.00% 0.06% PHOTO TEXT VIDEO LINK Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  5. 5. POST TYPES 04 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10 STANDARD POST PHOTO LINK PHOTO ALBUM
  6. 6. POST TYPES 05 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10 EVENTVIDEO
  7. 7. POST TYPES 06 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10 MILESTONE HIGHLIGHTED POST
  8. 8. POST LENGTH & FREQUENCY HOW MANY CHARACTERS? · Posts with 80 characters or less receive 23% higher interaction rates than longer posts. · Try not to go over 120 characters per post. HOW OFTEN? · Post twice a day, maximum. · Posting more than twice per day reduces engagement by 40% and risks unsubscribes or unlikes. · We recommend a minimum of one post per week to stay top of mind and relevant. · Posting 1-4 times a week produces 71% higher use engagement than posting 5+ times per week. 07 1-4 POSTS/WEEK5+ POSTS/WEEK 1-2 POSTS/DAY3+ POSTS/DAY “LIKE” RATE “COMMENT” RATE USER ENGAGEMENT RATES Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  9. 9. BEST DAY TO POST BASED ON INDUSTRY AUTO INDUSTRY DRIVES MORE INTERACTION ON THE WEEKENDS · Posts from the automotive industry on the weekend receive interaction rates 15% higher than weekdays. · However, only 14% of automotive-related brand pages post at this time. INTERACTION RATES 08 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  10. 10. BEST TIME OF DAY TO POST WHAT TIME? · Generate your posts between the hours of 8 p.m. and 7 a.m. · These posts receive 20% more user engagement. · Having your posts published during these late hours allows for more visibility. During peak share times (business hours, especially lunchtime), content will quickly get pushed to the bottom of your subscribers’ News Feeds. · Keep in mind that Facebook users spend 40% of their time on their News Feed. 09 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  11. 11. FACEBOOK HASHTAGS GENERAL GUIDELINES FOR USING HASHTAGS 10 Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10 Join the live conversation. Join the conversation as it’s happening to get your brand noticed. Be relevant. Be sure your hashtag actually relates to the theme or topic of your post. Otherwise, it won’t belong in the conversation. Watch the length. Long hashtags are hard for people to read and are not likely to be used by other people or brands. Watch the number. Avoid using too many hashtags in one post. Incentivize. Encourage your fan-base to share your content by offering discounts or special offers to anyone who uses your hashtag. Content is key. As always, your post will only be successful if you’re sharing quality content. Keep sharing the type of content that has been successful. Think about all your campaigns. Hashtags can be used in video or print advertising to encourage one large conversation. Intregrate your strategy across all mediums.
  12. 12. PROMOTED POSTS 11 PAYING FACEBOOK TO PROMOTE YOUR POSTS INCREASES YOUR REACH AND CHANCE OF PLACEMENT IN YOUR SUBSCRIBERS’ NEWS FEEDS. Promoting a post “bumps” it higher than it would otherwise appear in your audience’s News Feeds. It also increases the chances the friends of your fans will see the post (given that your fans like, comment or share the post). HOW TO PROMOTE YOUR POSTS: 1. Create a new post or select an existing post on your page. 2. Select your budget from the “Promote” dropdown menu. 3. Save and then track insights by clicking on the “Promote” button at the bottom of the promoted post. Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  13. 13. SCHEDULING POSTS 12 CREATE YOUR POSTS IN ADVANCE AND SET THE EXACT DAY AND TIME YOUR POST WILL BE PUBLISHED BY USING A SCHEDULING TOOL. You can schedule your page posts on Facebook by following the steps seen below: · Click on the clock icon in the lower left of the sharing tool. · Choose the year, month, day and hour you’d like your post to be published. · Click “schedule.” To view all your scheduled posts, go to the “Edit Page” drop-down menu and select “Use Activity Log” To schedule more than one post at a time, look into third-party sites like Hootsuite, Sprout Social or Social Dealer. Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10
  14. 14. MEASUREMENTS & ANALYTICS 13 CHECKING YOUR INSIGHTS REGULARLY CAN HELP YOU UNDERSTAND WHAT TACTICS ARE WORKING BEST FOR YOUR PAGE. Page insights can help you learn specifically what times your audience is most engaged and with what types of posts. TO VIEW INSIGHTS, CLICK ON THE “SEE ALL” OPTION LOCATED IN THE LOWER LEFT OF YOUR ADMIN PANEL. Either view your insights through Facebook or use the “Export” option in the top right corner. When exporting your data, you have the following options: · The date range of the data you would like to see for your page · Whether you would like to export the data to an Excel file (.xls) or a CSV file (.csv) · The type of data you’d like to see (Select “Page level data” for data about your page, and select “Post level data” to see data on each of your specific posts.) See charts on Pages 14 & 15 See All Click here to see all of your insights. Facebook Posting · October 2013
  15. 15. MEASUREMENTS & ANALYTICS 14 UNDERSTANDING PAGE INSIGHTS: PEOPLE TALKING ABOUT THIS? 23,080 26.04% WEEKLY TOTAL REACH? 9,502,947 26.04% TOTAL LIKES? 887,200 2.35% FRIENDS OF FANS? 243,805,377 2.35% Total Reach The number of unique people who have seen any content associated with your Page (including any ads or sponsored stories pointing to your page) in the last seven days. People Talking About This The number of unique people who have created a story about your Page in the last seven days. Friends of Fans The number of unique people who are friends with your fans, including your current fans. Total Likes The number of unique people who like your page. Facebook Posting · October 2013
  16. 16. MEASUREMENTS & ANALYTICS 15 UNDERSTANDING POST INSIGHTS: FEB 7 FEB 14 FEB 21 POSTS Number of posts: The size of the bubbles represents the number of posts your Page published each day. People Talking About This: The number of unique people who have created a story about your Page in the 2 days leading up to each date shown on the chart. Total Reach: The number of unique people who have seen any content associated with your page (including any ads or sponsored stories pointing to your Page) in the 7 days leading up to each date shown on the chart. PEOPLE TALKING ABOUT THIS WEEKLY TOTAL REACH Facebook Posting · October 2013
  17. 17. HELPFUL HINTS 16 THE FOLLOWING OPTIONS ARE AVAILABLE TO YOU AFTER YOU’VE PUBLISHED YOUR POSTS ADDING A MILESTONE Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10 Pin to Top If pinned to top, this post will stay at the top of your page for 7 days. Change Date Use this to change the date and time of when your post was published. Highlight “Highlight” your post, and it will automatically become larger and more visible by spanning the width of your page. Reposition Photo Use this tool to ensure your image is as appealing as possible. Hide Hide posts from your page that may no longer be relevant or are not engaging fans. Milestones Add a milestone to your page to highlight important moments in your brand’s history. You can add milestones as they occur or you can add past events by scrolling through your page’s timeline. Tagging Tagging other brand pages is great way to build your presence. Just use the @ symbol and start typing the brand’s name.
  18. 18. SOURCES 17 Pages 3, 7 & 9 SalesForce.com (Formerly Buddy Media) Page 8 LinchPinSEO Pages 11 - 16 Facebook.com Facebook Posting · October 2013 To learn more visit: Tier10.com Follow us @Tier10

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