Facebook Best Practices - A HootSuite Infosheet

Facebook Best PracticesIncreasing Engagement on your PagesFacebook is a valuable forum for cultivating fans and sharing HootSuite is a Facebookyour brand to a community but maximizing participation from your Preferred Developer andcommunity is part art and part science. As with all marketing work closely with thechannels, it’s important to use best practices to encourage thehighest level of engagement. social network to integrate functionality.By using these tips and tactics, you can fine-tune your campaigns toreach your desired objectives.Finding Where the Value Is TIP: Avoid sending out too many messages in one day. Social BakerYour aim is participation from your audience so concentrate on recommends 1 daily, or up to 3 if youposting interesting updates to inspire fans to take action, i.e.: add a have important announcement or releases. Too much content will becomment, “Like” your post or share on their wall. These activities will hard to follow, plus Facebook mayspur further engagement from Facebook users who are encouraged ‘collapse’ your messages into one postto engage with they see their friends chime in. in the news feed to free up space for other content1.What makes an engaging post? Here are some considerations:Personal voice – set a tone for your posts and add your brand’spersonality by speaking about topics your audience cares about.Photos and Faces – adding pictures to posts is becoming andincreasingly common practice for all Facebook users2 and a valuableway to make your content stand out.Easy actions – commitment is low, so make your call to actionsimple in your posts - ask for “Likes” or quick answers.Emotional response – choose topics which your audience has anopinion on right away - and then ask them a simple question.Spark debate – you’ve done it right when your comment streambecomes a conversation of its own, and fans engage with oneanother in the stream on topics you start.

Facebook Best Practices Segmenting by region is a valuableWhat to Measure way to make your posts even more relevant to audiences andImpressions are a common metric on Facebook, but only tell part of engagement is three times higher on locally focused brand pages7. Withthe story as they just represent an opportunity to engage, rather than HootSuite Enterprise you can geo-an actual actvity from your audience. target posts on your Facebook Pages, giving you the option to segmentUsing HootSuite’s built-in Facebook Insights analytics, you can look at: content by country, city and language.Feedback percentages – These come in the form of comments andlikes, which show fan engagement and gives you insight into theirinterest and opinions allowing you to respond.Click-through rates – This metric follows the direct actions ofyour audience, and allows you to measure which posts are mostsuccessful, and adjust accordingly.Custom URL parameters – Using Google’s link modifiers lets youfollow the path your audience takes – from click-thru to sale/sign-up.Learn how successful this can be from the HootSuite measurementseries on social ROI. Use HootSuite’s scheduling function to plan outside of 9 to 5 so your team doesn’t have to work overtime.Audience metrics – Looking at demographics (age, gender) will help Schedule up to 50 messages at onceyou tune your content offerings so it resonates best with your audience. with our batch uploader, saving you time down the road to focus on real- time engagement with fans. Filter streams by Facebook friends, videos and more

Case Study Practices Facebook Best HootSuite has comprehensiveStatistically Speaking Facebook functionality baked right in to enhance audience engagement: Facebook in the workplace – 1 in 5 global companies block social networks in the office, which means 20% of Comment streams professionals are engaging outside of the usual 9-5 workday3. Time matters – Brands that post outside of business hours have 20% higher engagement rates.4 Day of the week matters – Research shows the end of the week, and particularly the weekend as prime engagement time5. A report from Mashable shows Sunday to be a key Full search day for fan engagement on Facebook, but brand posts make up a mere 5%, suggesting this day is overlooked. Hint: Try scheduling targeted messages in advance6. Monitoring Measure your Facebook Pages with HootSuite Social Analytics1 http://www.socialbakers.com/blog/118-which-big-brands-post-too-much-on-theri-wall/2 http://www.pixable.com/blog/2011/02/14/facebook-photo-trends-infographic/3 http://www.thegrapevinemagazine.com/retention/?id=4508 More Info:4,6 http://mashable.com/2011/04/06/facebook-engagement-data/ Twitter: @HootBusiness,5 For more, check out Hub Spot’s infographic on engagement data by Dan Zarrella (Source:The Next Web + Hubspot/Dan Zarrella) and also http://mashable.com/2011/04/06/facebook- @HootSuite_Help, @HootSuiteengagement-data/ Email: sales@hootsuite.com7 http://www.socialbakers.com/blog/45-brands-should-act-locally-on-facebook/ Help Desk: help.hootsuite.com

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Facebook Best Practices - A HootSuite Infosheet

by HootSuite on Sep 15, 2011

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