My Guide to Facebook Posts (level one )


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This is a guide I created for those who are interested in learning more about facebook posts

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My Guide to Facebook Posts (level one )

  1. 1. IMC Digital Guide to Manage a Business Facebook Page
  2. 2. INDEXSubject Page 1. Facebook Success Metrics: 3 2. When To Post 3 3. How Frequent should post? 4 4. What To post 5 5. KISS: Keep it Short and Simple 5 6. Use Fill in the Blank Posts 6 7. All type of posts shall be simple too . 6 2
  3. 3. 1 Facebook Success Metrics: 1. ‘Like’ Rate: number of ‘likes’ as a percentage of fan base 2. Comment Rate: number of Comments as a percentage of fan base 3. Engagement Rate: a combination of the above factoring in fan base size2 When To Post :Best Time to Post for Retail Industry: Post When people areengaged or ready to listenSample Case Study:An overwhelming majority of retail brand Posts (89%) arepublished at times when users are traditionally the most “busy” –between 8 AM and 7 PM (ET). During “non-busy” hours though,Facebook fans likely have more time to focus on brands’ statusupdates, which may be why the data shows fans are 20% morelikely to engage with retail brand Posts made between 8 PM and 7AM. To generate increased ‘likes’ and Comments, retail brandsshould post when fans are listening most, during “non-busy”hours 3
  4. 4. SO you should study the lifestyle of your AudienceIt is significant to be aware of the kind of audience you aretargeting .However type of content and posts along with time ofposts may vary from an audience to another. Business andfacebook management tools are recommended to be used to helpyou define the best time in which posts to be publishede.g. : Teenagers, kids, mothers, businesspersons3 How Frequent should post?It is quality, not quantity.It’s quality, not quantity, that counts when it comes to retailbrand Wall Posts. Studies indicate that Facebook userengagement decreases as the frequency of Posts increases duringa given day.Retail businesses should only consider posting frequently during agiven day if the Posts contain exclusive content – for example,highlighting a sale that changes throughout the day. 4
  5. 5. 4 What To post ?Retail Post Content : Ask Questions to Get Customers TalkingTo begin a dialogue with fans, ask questions. Although retailbrand Wall Posts containing questions receive slightly loweroverall user engagement (‘likes’ and Comments), this type of Postgenerates more than double the amount of Comments as “non-question” Posts. Retail brands looking to get fans talking (i.e.,increase their Post Comment rates) should use “question”Posts.To drive Comments, ask a direct question and ask for theresponse. Ask fans to “post,” “comment” or “tell” you something– fans will listen and respond by commenting.5 KISS: Keep it Short and SimpleKeep Posts ConciseOur research shows that there is a strong negative correlationbetween Post length and engagement for the retail industry – thelonger the Post length, the less engaging fans find it. Whenposting, don’t overwrite – concise copy increases readability andconsumption. 5
  6. 6. 6 Use Fill in the Blank PostsOne of the most underutilized Post techniques is one of the mostengaging. Data shows that retail brand Posts employing the fill inthe blank strategy generate Comment rates nine times higherthan other Post strategies. The data supports that this is a provenstrategy unique to the retail industry, yet less than 1% of r etailbrands are utilizing this tactic.7 All type of posts shall be simple too | Avoid complicated WallPostWhile interesting content can be added to Wall Posts in the formof links, photos and videos, our data indicates that simple Postsachieve the most engagement for the retail industry. The twomost effective types of retail brand Posts contain a single photoattachment or use only words. Status-only Posts – Posts onlycontainingWords and Photo Posts usually receive higher engagement thanaverage. 6
  7. 7. Thank You 7