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The actionable guide that teaches you how to write Facebook posts that drive real
business results!
How to
Write Great
Fac...
Anatomy of a Great
Facebook Post
A GREAT FACEBOOK POST IS:
THOUGHTLABS www.thoughtlabs.com 3
Targeted
Your content was designed (or chosen) with a specific...
THOUGHTLABS www.thoughtlabs.com 4
Actionable
Not only is your content targeted, but it also solves a
problem that your tar...
THOUGHTLABS www.thoughtlabs.com 5
Built for Discussion
You’ve asked a question, inserted some opinion, or taken a
stance o...
THOUGHTLABS www.thoughtlabs.com 6
Shareable
Content can be shareable for a variety of reasons. Often
content is shareable ...
THOUGHTLABS www.thoughtlabs.com 7
EXAMPLE – MATCHING COMMUNITY EXPECTATIONS
Vanguard learns exactly what their
community’s...
THOUGHTLABS www.thoughtlabs.com 8
IDENTIFY WHY YOUR AUDIENCE FOLLOWS
YOU ON FACEBOOK
It’s okay to start with some assumpti...
THOUGHTLABS www.thoughtlabs.com 9
PERFORM A QUICK POST AUDIT. ARE
YOUR POSTS ACTIONABLE?
Look through your last 10 Faceboo...
THOUGHTLABS www.thoughtlabs.com 10
START A DISCUSSION IN YOUR
COMMUNITY
It can be about anything related to your industry....
THOUGHTLABS www.thoughtlabs.com 11
EXAMPLE – FINDING COMMON GROUND
Lifehacker’s post focused on
creating common ground, re...
THOUGHTLABS www.thoughtlabs.com 12
KEY TAKEAWAYS
“
”
Writing great Facebook posts
begins with posting actionable
content t...
Measuring the
Success of Your
Posts
KEY METRICS TO FOCUS ON
THOUGHTLABS www.thoughtlabs.com 14
Clicks/Views
This shows the amount of traffic you’re driving to...
KEY METRICS TO FOCUS ON
THOUGHTLABS www.thoughtlabs.com 15
Comments
It takes a lot of time and effort for someone to stop ...
KEY METRICS TO FOCUS ON
THOUGHTLABS www.thoughtlabs.com 16
Shares
It takes just as much effort to share a post as it does ...
KEY METRICS TO FOCUS ON
THOUGHTLABS www.thoughtlabs.com 17
Likes
Likes on a post are the most common type of engagement.
I...
THOUGHTLABS www.thoughtlabs.com 18
EXAMPLE – MAKING SHAREABLE POSTS
AVG Technologies’ post used an
image that caught the e...
THOUGHTLABS www.thoughtlabs.com 19
IDENTIFY A POST THAT WAS SHARED
MORE FREQUENTLY AND FIGURE OUT
WHY
Was it:
Topical: Did...
THOUGHTLABS www.thoughtlabs.com 20
PUT YOUR NEW INSIGHTS TO USE
Create a new post using these insights and do a quick comp...
THOUGHTLABS www.thoughtlabs.com 21
THE INSIGHT CYCLE
Observation
“This post got more
shares than our
others!”
Theory
“This...
THOUGHTLABS www.thoughtlabs.com 22
KEY TAKEAWAYS
“
”
The metric most relevant to your
business goals will likely be
clicks...
Learning From Your
Community
THOUGHTLABS www.thoughtlabs.com 24
EXPORT POST DATA FROM FACEBOOK INSIGHTS
1
4 QUICK STEPS TO AVOID BAD POSTS
THOUGHTLABS www.thoughtlabs.com 25
GET THE NEGATIVE FEEDBACK METRICS
Open the Excel spreadsheet and go to the “Lifetime Ne...
THOUGHTLABS www.thoughtlabs.com 26
EXAMINE YOUR DATA AND PULL OUT YOUR BEST
AND WORST POSTS
Look for posts that received a...
THOUGHTLABS www.thoughtlabs.com 27
LOOK FOR TRENDS
Pay close attention to:
The target audience. Maybe a post scored so muc...
KEY NEGATIVE FEEDBACK METRICS
THOUGHTLABS www.thoughtlabs.com 28
Hide All Clicks
This one is pretty rough. It means that y...
KEY NEGATIVE FEEDBACK METRICS
THOUGHTLABS www.thoughtlabs.com 29
Hide Clicks
This one is less harsh. They still didn't lik...
KEY NEGATIVE FEEDBACK METRICS
THOUGHTLABS www.thoughtlabs.com 30
Report Spam Clicks
Someone was really upset with your pos...
KEY NEGATIVE FEEDBACK METRICS
THOUGHTLABS www.thoughtlabs.com 31
Unlike Page Clicks
This means someone unliked your page f...
THOUGHTLABS www.thoughtlabs.com 32
KEY TAKEAWAYS
“
”
Negative Feedback metrics can
help you identify posts that did
not pe...
THOUGHTLABS www.thoughtlabs.com 33
WANT MORE? GET THE BOOK!
Download the eBook
This presentation is an excerpt from our “F...
About Zachary Chastain
THOUGHTLABS www.thoughtlabs.com 34
ZACHARY CHASTAIN
Head of Communities
zachary.chastain@thoughtlab...
ABOUT THOUGHT LABS
THOUGHTLABS www.thoughtlabs.com 35
Creativity. Engagement. Results.
Founded in 2009, we have helped com...
THOUGHTLABS
Creativity. Engagement. Results.
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Facebook Basics: How to Write Great Facebook Posts

Download to read offline

This actionable guide teaches you how to write Facebook posts that drive real business results!

Not only does it explain how to write great Facebook posts with real-world examples of these principles in action, this guide also walks you step-by-step through exercises designed to help you put the knowledge to work right away in your own community!

After reading this, you'll be able to:

✔ Master post success metrics. You'll understand which are important for your community and why.

✔ Learn how to take your reporting beyond observations, so that you can gain deeper insight into why your community takes action.

✔ Use metrics to dig deeper into not only which content your community loves, but also the content that it doesn't want you to post.

Get the full eBook at - http://info.thoughtlabs.com/facebook-basics-writing-great-facebook-posts-ebook

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Facebook Basics: How to Write Great Facebook Posts

  1. 1. The actionable guide that teaches you how to write Facebook posts that drive real business results! How to Write Great Facebook Posts! Facebook Basics Series Written by Zachary Chastain Head of Community Engagement
  2. 2. Anatomy of a Great Facebook Post
  3. 3. A GREAT FACEBOOK POST IS: THOUGHTLABS www.thoughtlabs.com 3 Targeted Your content was designed (or chosen) with a specific segment of your audience in mind.
  4. 4. THOUGHTLABS www.thoughtlabs.com 4 Actionable Not only is your content targeted, but it also solves a problem that your target audience cares about or provides information that can help your target audience begin to recognize or solve a problem. A GREAT FACEBOOK POST IS:
  5. 5. THOUGHTLABS www.thoughtlabs.com 5 Built for Discussion You’ve asked a question, inserted some opinion, or taken a stance on some issue to encourage your community to engage with your content in a more meaningful way than liking it and moving on. Posts that get more comments drive 176% more views on average to your linked content! A GREAT FACEBOOK POST IS:
  6. 6. THOUGHTLABS www.thoughtlabs.com 6 Shareable Content can be shareable for a variety of reasons. Often content is shareable because it is topical, actionable, or humorous. Ideally a combination of all three. A GREAT FACEBOOK POST IS:
  7. 7. THOUGHTLABS www.thoughtlabs.com 7 EXAMPLE – MATCHING COMMUNITY EXPECTATIONS Vanguard learns exactly what their community’s pain points are and what they want to learn more about while also providing immediate value.
  8. 8. THOUGHTLABS www.thoughtlabs.com 8 IDENTIFY WHY YOUR AUDIENCE FOLLOWS YOU ON FACEBOOK It’s okay to start with some assumptions about why people follow you and what value they are hoping to get out of the content that you post. 1 3 QUICK STEPS TO FIND THE RIGHT TOPICS
  9. 9. THOUGHTLABS www.thoughtlabs.com 9 PERFORM A QUICK POST AUDIT. ARE YOUR POSTS ACTIONABLE? Look through your last 10 Facebook posts and answer these questions: • Does it offer value to the audience? • Does that value match their expectations? • Is it crystal clear on helping the audience solve a problem? 2 3 QUICK STEPS TO FIND THE RIGHT TOPICS
  10. 10. THOUGHTLABS www.thoughtlabs.com 10 START A DISCUSSION IN YOUR COMMUNITY It can be about anything related to your industry. It can be topical, funny, or opinionated. Be active in the discussion. Try to pick a topic that will get your community not only talking to you, but to each other as well! 3 3 QUICK STEPS TO FIND THE RIGHT TOPICS
  11. 11. THOUGHTLABS www.thoughtlabs.com 11 EXAMPLE – FINDING COMMON GROUND Lifehacker’s post focused on creating common ground, resulting in conversations between community members.
  12. 12. THOUGHTLABS www.thoughtlabs.com 12 KEY TAKEAWAYS “ ” Writing great Facebook posts begins with posting actionable content that solves a problem your target audience cares about.
  13. 13. Measuring the Success of Your Posts
  14. 14. KEY METRICS TO FOCUS ON THOUGHTLABS www.thoughtlabs.com 14 Clicks/Views This shows the amount of traffic you’re driving to your content. Even if you don’t have your own blog yet, this is still a great metric for figuring out whether people care about the content you’re posting and if the way you’re positioning it makes people want to read/watch it.
  15. 15. KEY METRICS TO FOCUS ON THOUGHTLABS www.thoughtlabs.com 15 Comments It takes a lot of time and effort for someone to stop what they’re doing and think of a useful comment for your Facebook post. If you’re receiving useful comments then you know that what you’re posting is valuable. Take the opportunity to reach out to everyone who comments. If they’re critical, don’t be offended, ask for their feedback and take it into consideration.
  16. 16. KEY METRICS TO FOCUS ON THOUGHTLABS www.thoughtlabs.com 16 Shares It takes just as much effort to share a post as it does to comment, since most people will either summarize what they’re sharing or insert some analysis or opinion. However, if a post is being shared, it has done more than catch someone’s attention or incite them to discuss, it has also provided value that they want to share with their friends.
  17. 17. KEY METRICS TO FOCUS ON THOUGHTLABS www.thoughtlabs.com 17 Likes Likes on a post are the most common type of engagement. It takes next to zero effort to click the like button, and likes don’t tell you as much about how people actually felt about your post as the other metrics do. Still, they’re a good starting point and all interactions on your posts help to make your posts more visible in the Facebook News Feed.
  18. 18. THOUGHTLABS www.thoughtlabs.com 18 EXAMPLE – MAKING SHAREABLE POSTS AVG Technologies’ post used an image that caught the eye and contained a call to action to share. This image drove more shares than likes, a very rare occurrence.
  19. 19. THOUGHTLABS www.thoughtlabs.com 19 IDENTIFY A POST THAT WAS SHARED MORE FREQUENTLY AND FIGURE OUT WHY Was it: Topical: Did it tie into current news or an event that everyone was talking about? Actionable: Did it provide clear, step-by-step instructions to solve a problem? Targeted: Did this post do a great job of lining up the right topic for the right audience? 1 2 QUICK STEPS TO CREATE MORE SHAREABLE POSTS
  20. 20. THOUGHTLABS www.thoughtlabs.com 20 PUT YOUR NEW INSIGHTS TO USE Create a new post using these insights and do a quick comparison of its shares to the average shares of your last 10 posts. If you beat the average, then you’ve confirmed your theory and learned something new about your community! If you didn’t, try to figure out why. Even if your assumptions from your first analysis were wrong or didn’t apply to your community, this can still be a great learning opportunity. 2 2 QUICK STEPS TO CREATE MORE SHAREABLE POSTS
  21. 21. THOUGHTLABS www.thoughtlabs.com 21 THE INSIGHT CYCLE Observation “This post got more shares than our others!” Theory “This post was shared more often because…” Test “We’re repeating this in our next post to compare the results.” Report “We replicated our results from the first post!” Insight “People share our posts because…” The Insight Cycle Elevate Your Analysis Beyond Observations The Insight Cycle shows you how to build on observations taken from your previous posts to get better results in the future. As you repeat this process you will begin to uncover deep insights about your community, like why they prefer a certain type of content or what drives them to take action.
  22. 22. THOUGHTLABS www.thoughtlabs.com 22 KEY TAKEAWAYS “ ” The metric most relevant to your business goals will likely be clicks or views on your content, while shares, comments, and likes demonstrate the value your community sees in your content.
  23. 23. Learning From Your Community
  24. 24. THOUGHTLABS www.thoughtlabs.com 24 EXPORT POST DATA FROM FACEBOOK INSIGHTS 1 4 QUICK STEPS TO AVOID BAD POSTS
  25. 25. THOUGHTLABS www.thoughtlabs.com 25 GET THE NEGATIVE FEEDBACK METRICS Open the Excel spreadsheet and go to the “Lifetime Negative Feedback” tab. This will give you a per-post breakdown of negative feedback on your posts.2 4 QUICK STEPS TO AVOID BAD POSTS
  26. 26. THOUGHTLABS www.thoughtlabs.com 26 EXAMINE YOUR DATA AND PULL OUT YOUR BEST AND WORST POSTS Look for posts that received a lot of negative interactions and posts that received very few. Then start digging into why. 3 4 QUICK STEPS TO AVOID BAD POSTS
  27. 27. THOUGHTLABS www.thoughtlabs.com 27 LOOK FOR TRENDS Pay close attention to: The target audience. Maybe a post scored so much negative feedback because it was advertised to an audience that wasn't a good fit for the content. The positioning. Did you accurately describe the content with the headline you selected? Make sure the content you share delivers on what your headline promised. The post image. Make sure that your images don't contradict your content and the way you've positioned it with your headline and link description. 4 4 QUICK STEPS TO AVOID BAD POSTS
  28. 28. KEY NEGATIVE FEEDBACK METRICS THOUGHTLABS www.thoughtlabs.com 28 Hide All Clicks This one is pretty rough. It means that your post upset someone enough that they clicked on the chevron in the upper right corner of your post in the News Feed and told Facebook that they don't want to see any more posts from you - ever.
  29. 29. KEY NEGATIVE FEEDBACK METRICS THOUGHTLABS www.thoughtlabs.com 29 Hide Clicks This one is less harsh. They still didn't like your post, but they probably felt like this was an isolated issue for you, and they still want to see more posts about other topics (or maybe posts that are positioned better or more targeted for them) from you in the future.
  30. 30. KEY NEGATIVE FEEDBACK METRICS THOUGHTLABS www.thoughtlabs.com 30 Report Spam Clicks Someone was really upset with your post, they either felt it was spam or felt that it was untrustworthy enough to report it to Facebook as spam. This doesn't necessarily mean it really was spammy, some people even view all ads that appear in the News Feed as spam, no matter how trustworthy the advertiser or well-target the content, but if you're getting a lot of these then you need to start looking into why that's happening.
  31. 31. KEY NEGATIVE FEEDBACK METRICS THOUGHTLABS www.thoughtlabs.com 31 Unlike Page Clicks This means someone unliked your page from this post. Functionally it's almost the same as "Hide All Clicks" but unliking not only keeps them from seeing your posts in their News Feed, it also removes them from your total likes count for your Facebook page. One important difference though is that since they haven't hidden all posts from you, if one of their friends shares a great post from you in the future, they could see it in their News Feed and return to your page.
  32. 32. THOUGHTLABS www.thoughtlabs.com 32 KEY TAKEAWAYS “ ” Negative Feedback metrics can help you identify posts that did not perform well. Analyzing these under-performing posts can teach you just as much as analyzing your best posts.
  33. 33. THOUGHTLABS www.thoughtlabs.com 33 WANT MORE? GET THE BOOK! Download the eBook This presentation is an excerpt from our “Facebook Basics: How to Write Great Facebook Posts” eBook. To get all the material, including the step-by-step walkthroughs, you can download the eBook for free. Just click the button below!
  34. 34. About Zachary Chastain THOUGHTLABS www.thoughtlabs.com 34 ZACHARY CHASTAIN Head of Communities zachary.chastain@thoughtlabs.com Zachary Chastain is a metrics-driven Community Manager, using the hard data from client communities to understand what really works and develop solid communication and content plans. Zachary loves to experiment with new ways to reach and engage social audiences, learning from and integrating the best practices from around the web.
  35. 35. ABOUT THOUGHT LABS THOUGHTLABS www.thoughtlabs.com 35 Creativity. Engagement. Results. Founded in 2009, we have helped companies of all sizes integrate customers into their businesses using social technologies. We continue to evolve as the social platforms With decades of project management and software engineering experience, we create unique yet practical solutions for our clients and have the technical talent to explain how they work and why. We are recognized thought leaders on Facebook, having published a successful book 'Essential Facebook Development' for Pearson/Addison-Wesley; we also created one of the top applications on Facebook with over 4 million installed users. We deeply understand all the technologies, techniques, and metrics involved in creating successful social media strategies and pride ourselves on helping our clients do the same. “Thought Labs really set us off on the right foot when we were just venturing into Facebook. Thanks for taking us to the next level and empowering us to sustain the momentum!” – Kim McDermott, Director of Communications, West Point Association of Graduates “Thought Labs has been a vital component in building our highly engaged Facebook community and in cultivating our brand advocates, who help to support and spread the AVG brand. They consistently deliver high- quality work based on strong expertise and proven metrics” - Jasdev Dhaliwal, Director of Social Media Communities, AVG Technologies “Cappy did a fantastic job providing insights into what works and doesn't work to market apps based upon his actual experience, educating others on what it takes to implement "appvertising" campaigns.” - Eddie Smith, Head of Ads API, Twitter A boutique digital marketing agency in Boston
  36. 36. THOUGHTLABS Creativity. Engagement. Results.
  • jmaver

    Aug. 20, 2015

This actionable guide teaches you how to write Facebook posts that drive real business results! Not only does it explain how to write great Facebook posts with real-world examples of these principles in action, this guide also walks you step-by-step through exercises designed to help you put the knowledge to work right away in your own community! After reading this, you'll be able to: ✔ Master post success metrics. You'll understand which are important for your community and why. ✔ Learn how to take your reporting beyond observations, so that you can gain deeper insight into why your community takes action. ✔ Use metrics to dig deeper into not only which content your community loves, but also the content that it doesn't want you to post. Get the full eBook at - http://info.thoughtlabs.com/facebook-basics-writing-great-facebook-posts-ebook

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