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    Review strategies-for-effective-facebook-wall-posts Review strategies-for-effective-facebook-wall-posts Document Transcript

    • DATA REPORT
    • Table of ContentsI Introduction and Methodology…Page 3II Post Length: Keep It Short and Sweet…Page 4III URL Shorteners: Think Twice before Using Them…Page 4IV Best Time to Post: Post When People Are Listening…Page 5V Best Day to Post: Determine Yours…Page 6 V-i Entertainment Industry: Don’t Overlook the Weekend…Page 7 V-ii Media Industry: Avoid the Monday Noise…Page 7 V-iii Retail Industry: Take a Look at Sunday, Think Twice before Posting on Friday…Page 8 V-iv Automotive Industry: Sunday Is Your Friend…Page 8 V-v Business and Finance Industry: Engagement Peaks Midweek…Page 9 V-vi Fashion Industry: Engagement Peaks on Thursday…Page 9 V-vii Food and Beverage Industry: Engagement High Midweek and Saturday…Page 10 V-viii Healthcare and Beauty Industry: Look at Thursday…Page 10 V-ix Sports Industry: Post More on Sunday…Page 11 V-x Travel and Hospitality Industry: Look Towards the End of the Week…Page 11VI Action Keywords: Fans Follow Instructions Well…Page 12VII Promotional Keywords: “Softer Sell” Keywords Resonate Best…Page 13VIII Question Placement: Ask Questions at the End…Page 14IX Interrogative Keywords: Don’t Ask Why; Ask Where, When, Would & Should…Page 14X Conclusion…Page 15 www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential
    • IntroductionMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) areshared on Facebook each month.1And if you’re involved with or leading your brand or organization’s Facebook presence, you’ve undoubtedlyfaced questions such as:  When should we post? And how often?  Are there certain words or content that will generate the highest response?  When are people engaging with our content?We hear you loud and clear, and that’s why we’ve developed the most comprehensive data report on thistopic to guide your Facebook Wall publishing efforts. Showing up in the Facebook News Feed is crucial toFacebook publishing efforts, and this report will provide you guidance on how to do just that, and more.MethodologyAll Facebook Posts made via the Buddy Media Platform by a sample size of 200 Buddy Media clients wereanalyzed for a two-week period (January 30, 2011-February 12, 2011). ‘Likes’ and Comments made tothese Posts were also analyzed.This sample size represents the world’s largest brands in the entertainment, media, retail, automotive,business and finance, fashion, food and beverage, healthcare and beauty, sports and travel andhospitality industries.Three primary success metrics were reviewed in relation to Wall Posts:  Comment Rate: number of Comments as a percentage of fan base  ‘Like’ Rate: number of ‘likes’ as a percentage of fan base  Engagement Rate: a combination of the above factoring in fan base sizeAll analysis in reference to post timing and scheduling is based on Eastern Standard Time (EST).1 “Press Room: Statistics.” Facebook. 6 April 2011. <http://www.facebook.com/press/info.php?statistics> www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 3
    • Post Length:Keep It Short and SweetOur research shows that there is a strong negative correlationbetween post length and engagement, indicating the longerthe post length, the less engaging fans find it. This findingsupports the traditional best practice that concise copyincreases readability and consumption. Posts betweenone and 80 characters had, on average, a 27% higherengagement rate, yet only accounted for 19% of all Posts. Posts 80 characters or less in length have 27% higher engagement rates.URL Shorteners:Think Twice before Using Them Despite the popularity of URL shorteners, our research revealed that engagement rates were three times higher for Posts that used a full-length URL. This insight indicates that the use of URL shorteners negatively affects user experience. Why? It’s likely because the “indicators” a user normally gets from reading the text in a full-length URL are missing with a shortened URL. For example, inserting www.buddymedia.com into a Post clearly indicates to the user that clicking on this link will take them to the Buddy Media website. With a shortened URL like http://tinyurl.com/yhlw3c6 there is no indication to the user where this link will direct them, so they are less likely to engage with it. If you do need to shorten a URL, try a brand- specific shortener. However, earlier findings revealed that long Posts have lower engagement. So, how do you use a URL in your Post while still keeping the Post short? Use a brand-specific URL shortener, for example, http://bddy.me/1F8M, which still allows for some brand indicators. Engagement rates are 3 times higher for Posts that used a full-length URL. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 4
    • Best Time to Post:Post When People Are ListeningApproximately 60% of Posts were published from 10 AM through 4 PM, indicating brands are most Automo&ve  active with their Posts during core business hours (EST). After 4 PM, the number of published Postssteadily decreased. 120% 25%However, brands that posted outside of business hours (early morning, at the finish of the work day and late 100% Engagement Rate Varianceat night) had engagement rates approximately 20% higher than average. 80% 20% % of Brand Posts 60%This reflects the importance of having a Post appear at the top of fans’ News Feeds during the times of day 40% 15%they are most likely checking their Facebook Pages. By posting within business hours, brands miss the 20%critical opportunity to get the visibility they need for maximum engagement. So, schedule Posts to appear 0% 10%early in the morning or late at night. Don’t publish Posts simply because you’re in front of your computer. -20% -40% 5% -60% -80% Brands that posted outside of business hours had 20% higher engagement rates. 0% ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Engagement Rate Variance % of Brand Posts 0% www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 5
    • Best Day to Post:Determine YoursOur research revealed that 86% of Posts are published between Monday through Friday, with userengagement on these Posts peaking on Thursday and Friday. Generally speaking, that means the besttime of the week to post is towards the end of the week. This finding coincides with data recently revealedby Facebook showing that the “Happiness Index” on Facebook spikes by 10% on Friday.1Engagement rates fall approximately 3.5% below average for Posts published Monday through Wednesday,with engagement rates on Saturday being 18% below average. However, engagement rates ultimately varyby industry. THURS SUN FRI WED MON TUES SAT  The less people want to be at work, the more they are on Facebook!  Utilize the flexibility of pre-scheduled Posts to communicate to fans when they are most engaged. (And so you don’t have to work on the weekend!)  Engagement rates on Thursday and Friday are 18% higher than other days of the week.  Take into consideration your industry when determining posting schedule.1 “Gross National Happiness.” Facebook. 6 April 2011. <http://apps.facebook.com/gnh_index/> www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 6
    • Automo&ve   120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60%Entertainment Industry: 40% 15% 20% 0% 10%Don’t Overlook the Weekend -20% -40% 5% -60% -80% 0% ay ay y ay ay ay ay da sd id nd rd d sd on es Fr tu ne Su ur Tu M Sa Th ed W Entertainment   % of Brand Posts Engagement Rate Variance 50% 20% 40% 18% Engagement Rate Variance FRI 30% 16% 14% % of Brand Posts SUN 20% SAT 12% WED 10% 10% 0% 0% 8% THURS -10% 6% TUES -20% 4% MON -30% 2% -40% 0% ay y ay ay y ay ay da da id nd rd sd sd on es Fr tu Su ur ne Tu M Sa Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    People are most engaged Friday through Sunday, but brands are not actively posting then. Automo&ve   120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% 40% 15%Media Industry: 20% 0% 10% -20%Avoid the Monday Noise -40% 5% -60% -80% 0% ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Engagement Rate Variance % of Brand Posts Media   15% 20% 18% SAT Engagement Rate Variance 10% 16% % of Brand Posts 14% 5% 12% TUES FRI 0% 0% 10% SUN 8% -5% 6% MON THURS -10% 4% 2% WED -15% 0% ay ay ay y y y ay a da a nd rd sd sd id d es on Fr tu Su e ur Tu n Sa M Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    Saturday and Sunday have great fan engagement, but brands are not aggressively posting then.  Avoid posting on Monday. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 7
    • Automo&ve   120% 25% 100% Engagement Rate VarianceRetail Industry: 80% 20% % of Brand Posts 60% 40% 15%Take a Look at Sunday, Think Twice 20% 0% 10% -20%before Posting on Friday -40% 5% -60% -80% 0% ay ay y ay ay ay ay da sd id nd rd d sd on es Fr tu ne Su ur Tu M Sa Th ed W Engagement Rate Variance Retail   % of Brand Posts 30% 25% 25% Engagement Rate Variance SUN 20% 20% % of Brand Posts 15% 10% 15% WED 5% 0% 10% TUES -5% FRI -10% 5% MON THURS SAT -15% -20% 0% ay y ay ay ay ay ay da id nd rd sd sd sd on Fr tu Su e ur ne Tu M Sa Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    Fan engagement rockets up on Sunday, but brand Posts account for only 5% of all Posts on Sunday. Automo&ve    Brands posted heavily on Friday, but fan engagement is significantly below average for this day. 25% 120% 100% Look to post more on Sunday. Engagement Rate Variance 80% 20% % of Brand Posts 60% 40% 15% 20% 0% 10%Automotive Industry: -20% -40% -60% 5%Sunday Is Your Friend -80% 0% ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Automo&ve   Engagement Rate Variance % of Brand Posts 120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% SUN 40% 15% 20% 0% 0% 10% WED -20% MON -40% 5% TUES -60% THURS FRI -80% 0% ay y y y y S SAT ay y a da a da da sd id nd sd on ur s Fr ne Su e ur t Tu M Sa Th ed W % of Brand Posts Engagement Rate Variance  Engagement rates spike significantly for Posts made on Sunday, but the automotive industry is slow to capitalize on this trend, with less than 8% of all Posts being made on this day. Look to post more on Sunday. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 8
    • Automo&ve   120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% 40% 15%Business and Finance Industry: -20% 20% 0% 10%Engagement Peaks Midweek -40% -60% -80% 5% 0% ay ay y ay ay ay ay da sd id nd rd d sd on es Fr tu ne Su ur Tu M Sa Th ed W Business  and  Finance   Brand Posts Engagement Rate Variance % of 80% 25% Engagement Rate Variance 60% WED 20% % of Brand Posts 40% 20% 15% THURS 0% 0% 10% -20% 5% FRI MON SAT -40% TUES -60% 0%SUN ay y ay ay ay y ay da da rd sd sd id nd es on Fr tu ur ne Su Tu Sa M Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    Most Posts are published Monday through Friday, but engagement rates don’t spike until Wednesday and Thursday, dropping sharply again Friday through Tuesday. Look to post on Wednesday and Thursday when engagement rates are highest. Automo&ve   120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% 40% 15%Fashion Industry: -20% 20% 0% 10%Engagement Peaks on Thursday -40% -60% -80% ay 5% 0% ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Engagement Rate Variance Fashion   % of Brand Posts 40% 25% 30% Engagement Rate Variance THURS 20% 20% % of Brand Posts 10% 15% 0% 0% FRI SAT 10% -10% MON WED -20% 5% TUES -30% 0% SUN ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    Engagement rates peak on Thursday, but show a significant drop in engagement on Friday and the weekend, despite brands being most active with Posts on Friday. Look at Thursday to publish content. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 9
    • Automo&ve   120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60%Food and Beverage Industry: 40% 20% 15% 0% 10%Engagement High Midweek -20% -40% -60% 5%and Saturday -80% 0% ay ay y ay ay ay ay da sd id nd rd d sd on es Fr tu ne Su ur Tu M Sa Th ed W Food  and  Beverage   Brand Posts Engagement Rate Variance % of 100% 20% 80% 18% Engagement Rate Variance 16% 60% 14% % of Brand Posts TUES 40% 12% 20% 10% SAT WED 0% 8% 0% FRI 6%SUN THURS -20% MON 4% -40% 2% -60% 0% ay ay ay ay y ay y da a sd sd sd id nd rd on Fr tu e ur ne Su Tu M Sa Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    Of all the industries reviewed, food and beverage brands were proportionately more active with publishing on the weekend as compared to other industries, although engagement rates peaked on Tuesday and Wednesday, and again on Saturday. Automo&ve    Food and beverage brands should look to these days (Tuesday, Wednesday and Saturday) as 120% 25% “anchors” for content publishing. 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% 40% 15% 20%Healthcare and Beauty Industry: 0% 10% -20% -40% 5%Look at Thursday -60% -80% 0% ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Healthcare  and  Beauty   Posts Engagement Rate Variance % of Brand 50% 20% 40% 18% Engagement Rate Variance 16% 30% THURS 14% % of Brand Posts 20% 12% 10% 10% 0% 0% 8% 6% -10% 4% MON SAT -20% 2% WED FRI -30% 0% TUES y y ay ay y ay y da a da a sd sd id nd SUN rd es on Fr tu ur ne Su Tu M Sa Th ed W Series2   Engagement  Rate  Var.    Engagement rates peak on Thursday so healthcare and beauty brands should publish then to capitalize on higher engagement rates. Save the best content for Thursday, whenever possible. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 10
    • 120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% 40% 15%Sports Industry: 20% 0% 10% -20%Post More on Sunday -40% 5% -60% -80% 0% ay ay y ay ay ay ay da sd id nd rd d sd on es Fr tu ne Su ur Tu M Sa Th ed W Engagement Rate Variance % of Brand Posts Sports   120% 25% 100% Engagement Rate Variance SUN 80% 20% % of Brand Posts 60% 15% 40% 20% 10% 0% 0% -20% 5% SAT MON WED FRI -40% TUES THURS -60% 0% ay ay y ay ay y ay da da sd id nd rd sd on es Fr tu ne Su ur Tu M Sa Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    Not surprisingly, engagement rates for sports brands spike on Sunday. However, sports brands are not currently leveraging this trend to their advantage with post volume on this day being among the lowest for the week. Make sure you’re scheduling some of your best content to be published on Sunday so that you’re matching content with higher engagement levels. Automo&ve   120% 25% 100% Engagement Rate Variance 80% 20%Travel and Hospitality Industry: % of Brand Posts 60% 40% 15% 20%Look Towards the End of the Week 0% 10% -20% -40% 5% -60% -80% 0% ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Travel  and  Hospitality   Brand Posts Engagement Rate Variance % of 50% 25% 40% Engagement Rate Variance THURS 20% 30% % of Brand Posts TUES 20% 15% WED FRI 10% 10% MON 0% 0% -10% SAT 5%SUN -20% -30% 0% y ay ay ay ay ay ay da nd rd sd sd sd id on Fr tu Su e ur ne Tu M Sa Th ed W %  of  Brand  Posts   Engagement  Rate  Var.    The lowest engagement rates are on the weekend and Wednesday, while highest engagement occurs on Thursday and Friday. Look towards the end of the week to publish content. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 11
    • Action Keywords:Fans Follow Instructions WellTo drive ‘Likes,’ be direct in asking for the ‘like.’ Outright requests worked most effectively.To drive Comments, ask a direct question and ask for the response. Ask fans to “post,” “comment” or “tell”you something. Fans will listen and respond by commenting.The top two keywords, “like” and “post,” both havepositive comment and ‘like’ rates – suggesting the Fans follow instructions well.basic fundamental rule to keep it simple. ‘Liking’ aPost requires the least amount of effort asked of auser, so if you want users to ‘like’ a Post, just tell The simpler, the better.them outright because they will listen. LIKE POST TAKE COMMENT SUBMIT TELL US WATCH CHECK POST LIKE CHECK SUBMIT COMMENT SHARE CLICK CLICK SHOP TAKE VISIT WATCH VISIT BECOME A FAN TELL US SEE SHARE BECOME A FAN SEE SHOP ORDER ORDER www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 12
    • Promotional Keywords: “Softer Sell” Keywords Resonate Best EVENT When running a contest, sweepstakes or other promotional WINNER OFFER offer, “softer sell” keywords resonate better with users as opposed to more direct or aggressive language like “contest,” NEW “promotion,” “sweepstake” and “coupon” keywords. Two of the top five promotional keywords were “winner” and “win,” suggesting fans are open to a contest or sweepstakes WIN type of promotion when the correct tone is set in the Post. BRAND NEW ONLY Win/winning keywords give fans something to get excited about rather then feeling they are being sold to. ENTRY BUY CONTEST Fans are happy to engage with PROMOTION “events” and “winning” ENTER offers. Stick with this language, as SWEEPSTAKE opposed to more direct OFF COUPON language such as DISCOUNT FREE “contest” or “promotion.” EXCLUSIVE LIMITED w on t in try t d op ly nt n y le ng e r ve ke f e r e r wen es of te ne fe bu io iv ite or fre on ne w sa ou ne up sa en ta sh pi en of us nt otev st in lim d- ip ps sc co om co w cl sh an di ee ex pr br e sw fre Like Rate Variance Comment Rate Variance 200% Average Rate Variance 150% Average Rate Variance 100% 50% 0% -50% -100% ew di on t in try t d op ly nt n y le g e r ve ke co ff e r e r w en es te ne fe bu io iv ite or n fre o on w sa ou ne up sa en ta sh pi en of n us nt ot ev st in lim d- ip ps sc co om w cl sh an ee ex pr br e sw fre www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 13 Like Rate Variance Comment Rate Variance
    • Question Placement: Ask Questions at the End Posts that end with a question (rather than having it at the beginning or middle) have a 15% higher engagement rate. Given the desired outcome of a question Post is to invoke a response, placing it at the end of the Post ensures that any SAT additional information in the Post does not distract the fan SAT from providing a response. When seeking engagement from users, end the Post with a question. Posts that end with a question have a 15% higher engagement rate. Interrogative Keywords: Don’t Ask Why; Ask Where, When, Would & Should Despite the fact that they drove the highest engagement rates, “where,” “when,” “would” and “should” as question keywords were under-utilized in Posts. Brands can look to use these keywords to drive higher engagement rates. The use of “would” drives a spike in ‘likes’ in particular. This is most likely due to fans using ‘like’ as a way to vote “yes” on the question rather than posting “yes” to a Wall. “How,” “who,” “what,” “did” and “why” had the lowest engagement rates, with “what” being used in a large number of Posts.  “Where,” “when,” “would” and “should” drive the highest engagement rates (but are used less frequently, leaving an opportunity for brands to increase use of these keywords).  Avoid asking “why” questions. “Why” has both the lowest ‘like’ and comment rates, and may be perceived as intrusive and/or challenging. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 14
    • ConclusionFacebook is the fastest growing two-way communications platform of all time, and as brands increasinglymake the social network a key hub for their marketing and communication strategies with variousstakeholders, it is crucial they understand what drives engagement.While engagement best practices clearly differ by industry, it is imperative that when it comes to theirFacebook publishing strategies, brands keep things simple and in line with their fans’ needs.We hope this data is helpful for as you continue to maximize your brand or organization’s presenceon Facebook.Have questions? Contact us at partner@buddymedia.com, or follow us on: facebook.com/buddymedia twitter.com/buddymedia buddymedia.com www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 15