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Facebook page post tips

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  • 1. Creating compelling Page posts10 tips for creative success Earn the permission to be ever-present in a consumer’s life, like a friend Align with brand purpose? Purpose Consistent and unique brand voice that creates an emotional connection? Engaging content reinforces principles of why and what people share?
  • 2. 1 Ensure brand relevance Stories related to the brand are more engaging than stories about specific products or unrelated topics Tone drives ad recall Tone: How well does the tone of this ad fit with the brand’s personality?Source: Facebook study looking at the relationship between post topicality and engagement rates, May 2012;Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
  • 3. 2 Use rich, focused images and video Focal point drives ad recall Photos & videos generate between 100-180% more engagement Focal point: Does the ad image have an obvious focal point?Source: Facebook study based on average engagement results, February 2012, Facebook studylooking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
  • 4. 3 Offer a return on attention Reward drives purchase intent Focal point: Does this ad reward you for reading it? Did you smile, learn interesting information, or have a positive feeling?Source: Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
  • 5. 4 Highlight the product Brand link drives ad recall Brand link: How easy was it to identify who the advertiser is?Source: Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
  • 6. 5 Make it about your fans Fans are 2x more valuable than non-fansSource: Facebook study based on poll results to the question: Have you bought or used this product in the last week for 78 fan pages, December 2011
  • 7. 6 Keep text short and sweet Posts between 100-250 characters get 60% more likes, comments and sharesSource: Facebook study based on average engagement results, February 2012
  • 8. 7 Post regularly and at the optimal time After 3-4 days your campaigns become staleSource: Facebook study based on average engagement results, February 2012
  • 9. 8 Solicit a lightweight response Fill in the blank posts generate 90% more engagement The most engaging posts feature a call to actionSource: Facebook study based on average engagement results, February 2012
  • 10. 9 Post content people want to share1.  To make my life easier Tips / tricks, advice, discover something new2.  To build relationships Reward fans (exclusive access, fan-only promotions, spotlight), entertain fans3.  To help others Ask for feedback, enable/encourage fans to help each other and their friends4.  To craft our identity Enable me to express who I am
  • 11. 10 Be responsive
  • 12. Best practices for creating compelling Page posts 1: Ensure brand relevance 6: Keep text short and sweet 2: Use rich images and videos 7: Post regularly, at the right time 3: Offer a return on attention 8: Solicit a lightweight response 4: Highlight the product 9: Post things people want to share 5: Make it about your fans 10: Be responsive