Creating the Most EffectiveFacebook Content StrategiesAn in-depth analysis that dispels the myths and informs bestpractices in the creation of effective engagement strategies
The purpose of this study is to answer the question…“How do I create the most engaging content strategies in my social media plan.”
Executive Summary Key Findings: – Facebook posting engagement rates are on the decline, with an average engagement per thousand of 0.79 – There is no significant impact of time of day or day of week on posting effectiveness – As a Fan Base grows, expect engagement rates to decline – The optimal post frequency is 6-8 posts per week – Posts with under 11 words performed the best
Executive Summary Recommended Actions: – Create an engagement strategy that keeps posts relevant and engages the user (i.e.: questions, clear messaging) – Set benchmarks for posting performance, with an expected outcome of various types of posts (remember, not all posts will over perform so a balanced approach is key) – Implement tools to help the scheduling and deployment of posts – Post when it is relevant to your target audience and when you have something interesting to say – Experiment - test, analyze, learn and test again
MethodologyThis analysis is based on an ongoing study that has amassed over 97,000 wallposts across 333 Facebook Pages of many Fortune 500 brands. Dataanalyzed was collected from August 2010 to June 2011.About SyncapseFounded in 2007, Syncapse Corp. has quickly become a global technologyleader in social media management by delivering solutions that empowerbrands and agencies to build, manage and measure their digital customerrelationships.A member of Facebook’s Preferred Developer Consultant program, theSyncapse Platform has connected brands with millions of consumers globally,delivered tens of millions of dollars in earned media value and has beenrecognized as one of the top social technology providers for brand marketers.
Engagement Per Thousand (EPM) = the response rate to a Facebook postEPM = (Like + Comments/Fan Base)*1000
Dissecting a great postThe post below achieved a 5.37, well above the industry average of0.79Key Learning:• On first glance, this post may not be perceived as being a post that would produce positive results with Netflix 1.5M plus fan base• This product announcement has a great conversational tone and offers multiple linking opportunities to drive the user to the movie section to order• Multiple movies mentioned provides a broader opportunity• Although a longer post, the clear call to action of ‘liking’ creates obvious potential for the post to appear in newsfeeds
ConclusionsKeep it simpleSimple concise posts outperform.Keep it relevantIf the post is relevant to the audience at the time it is posted, that willcreate the best engagement. Consider using creative means tomanufacture relevance or the tie to the time/day the post is made.Benchmark and learnCreate standards around performance management and continue toexperiment and learn from results.