Buddymedia: Strategies for effective facebook wall posts

Table of Contents

I Introduction and Methodology…Page 3
II Post Length: Keep It Short and Sweet…Page 4
III URL Shorteners: Think Twice before Using Them…Page 4
IV Best Time to Post:
V Best Day to Post: Determine Yours…Page 6
V-i Entertainment Industry:
V-ii Media Industry:
V-iii Retail Industry:
on Friday…Page 8
V-iv Automotive Industry: Sunday Is Your Friend…Page 8
V-v Business and Finance Industry: Engagement Peaks Midweek…Page 9
V-vi Fashion Industry: Engagement Peaks on Thursday…Page 9
V-vii Food and Beverage Industry: Engagement High Midweek and
Saturday…Page 10
V-viii Healthcare and Beauty Industry:
V-ix Sports Industry: Post More on Sunday…Page 11
V-x Travel and Hospitality Industry:
Week…Page 11
VI Action Keywords:
VII Promotional Keywords:
VIII Question Placement:
IX Interrogative Keywords:
X Conclusion

www.buddymedia.com partner@buddymedia.com

Introduction

shared on Facebook each month.1

faced questions such as:

Methodology

Three primary success metrics were reviewed in relation to Wall Posts:

Comment Rate: number of Comments as a percentage of fan base

‘Like’ Rate:

Engagement Rate:

1

www.buddymedia.com partner@buddymedia.com 3

Post Length:
Keep It Short and Sweet

Posts have engagement rates.

URL Shorteners:
Think Twice before Using Them

Engagement rates are 3 times higher


Best Time to Post:

Brands that posted outside of business hours had engagement rates.

Engagement Rate Variance % of Brand Posts

0%


Best Day to Post:
Determine Yours

1

by industry.

THURS
SUN
FRI
WED
MON TUES
SAT

Engagement rates on Thursday and Friday are than other days of the week.

1


DATA REPORT

A STATISTICAL REVIEW
FOR THE RETAIL INDUSTRY:
STRATEGIES FOR EFFECTIVE
FACEBOOK WALL POSTS

Table of Contents

I Introduction and Methodology…Page 3
II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4
III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5
IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6
V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7
VI Retailer Ideal Post Length: Keep Posts Concise…Page 8
VII Retail Post Content:
VIII Retail Post Structure:
IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase
Fan Engagement…Page 11
X Coupon Offers: Don’t Make Customers Do the Math…Page 12
XI Retail Post Attachments:
XII Conclusion…Page 14
XII Appendix: Study Parameters…Page 14

www.buddymedia.com partner@buddymedia.com

Introduction

maximize and leverage their Facebook presences to connect with consumers. This study tracks the key

most concern to retail brands:

WHEN retailers should post, and

WHAT content to post.

incorporate attachments.

Methodology

Success Metrics:

‘Like’ Rate:

Comment Rate:

Engagement Rate:


Best Time to Post for Retail Industry:
Post When Customers are Listening

INBOX

Posts made between 8 PM and 7 AM receive 20 more user engagement.

Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM)


Best Day to Post for Retail Industry:
Post When Customers are Engaged

when their competition is not.

On Wednesdays, fan engagement is 8 above average.



Retailer Daily Post Frequency:
Limit Posts to Two a Day

Facebook user engagement decreases as the

WED
a given day. WED

Retail brands should only consider posting

that changes throughout the day.

Posting one to two times per day produces 40 higher user engagement.

3+ Posts/Day 1-2 Posts/Day


Retailer Weekly Post Frequency:
Don’t Exceed Four Posts a Week
WED

SUN MON TUES WED THURS FRI SAT SUN SAT

a given week.

Posting one to four times per week produces 71 higher user engagement.

5+ Posts/Week 1-4 Posts/Week


Retailer Ideal Post Length:
Keep Posts Concise

Our research shows that there is a strong negative

S.S. SHORT POST
concise copy increases readablity and consumption.

VOYAGE ON
THE SEA OF

ST
PO
ENGAGEMENT

NG
LO
S.
S.
Posts with 80 characters or less receive 66 higher engagement.

81+ Characters 1-80 Characters


Retail Post Content:
Ask Questions to Get
Customers Talking

Ask questions to spark dialogue –
“question” Posts generate Comment rates double that of “non-question” Posts.

“Non-Question” Post “Question” Post


Retail Post Structure:
Use Fill in the Blank Posts
MONEY

SUVs
SALES

GAMES
rates nine times higher than I LIKE _______.
MOVIES
supports that this is a proven COUPONS

REBATES COMPUTERS
utilizing this tactic.
RECIPES

Fill in the blank Posts receive 9 times more Comments than other Posts.

Non Fill in the Blank Post Fill in the Blank Post


Consumer Offer-Related Keywords:
Offer “$ OFF” and Coupons to
Increase Fan Engagement

FF
Offer fans

“$ off” and coupons. O
$ N
Posts containing these offer-related PO
keywords receive the
COU
ER T
FF UN
highest engagement. O CO
S NC
E

ENT
DI RA
EA
GEM CL
E NGA EAK
P GA
IN
R
BA
VE
SA AL
DE
FF
O
%

LE
SA

Engagement Rate Variance


Coupon Offers:
Don’t Make Customers Do the Math

$ OFF
OFFER

discount is small.
% OFF
OFFER

“$ OFF” offers receive
twice the engagement
of “ OFF” offers.


% off $ off


Retail Post Attachments:
Keep Posts Simple

attached links and thumbnail photos.

POST TYPE ENGAGEMENT

STATUS ONLY

SINGLE PHOTO RECIPES

ALBUM

LINK ONLY

PHOTO W/ LINK

VIDEO

STATUS W/ LINK

LINK W/ THUMBNAIL

Avoid complicated Wall Posts.
Status-only Posts receive 94 higher than average engagement.


Conclusion

Have questions?

buddymedia.com

Appendix:
Study Parameters


Entertainment Industry:

ay
sd
ne
ed
W

50% 20%
40% 18%

FRI
30% 16%
14%

% of Brand Posts
SUN
20%

SAT
12%
WED 10%
10%
0%
0%
8%
THURS -10%
6%
TUES
-20% 4%
MON
-30% 2%
-40% 0%

ay
y
ay

ay
y

ay
ay
da

da

id
nd

rd
sd
sd
on

es

Fr

tu
Su

ur
ne
Tu
M

Sa
Th
ed
W
Media Industry:

ay
sd
ne
ed
W


15% 20%
18%

SAT

10%
16%

% of Brand Posts
14%
5%
12%

TUES FRI 0%
0% 10%

SUN
8%
-5%
6%

MON THURS -10%
4%
2%
WED -15% 0%
ay

ay
ay

y
y

y
ay

a
da

a
nd

rd
sd

sd

id
d

es
on

Fr

tu
Su

e

ur
Tu

n

Sa
M

Th
ed
W


Retail Industry:

before Posting on Friday

ay
sd
ne
ed
W

30% 25%
25%

SUN
20% 20%

% of Brand Posts
15%
10% 15%

WED 5%
0% 10%
TUES -5%
FRI -10% 5%
MON THURS
SAT
-15%
-20% 0%

ay
y
ay

ay
ay

ay
ay
da

id
nd

rd
sd

sd
sd
on

Fr

tu
Su

e

ur
ne
Tu
M

Sa
Th
ed
W
on Sunday.

Automotive Industry:
Sunday Is Your Friend
ay
sd
ne
ed
W


120% 25%
100%

80% 20%

% of Brand Posts
60%

SUN
40% 15%
20%
0%
0% 10%
WED -20%
MON -40% 5%
TUES -60%
THURS
FRI
-80% 0%
ay

y
y
y

y

S
SAT
ay

y

a
da
a

da
da
sd

id
nd

sd
on

ur
s

Fr
ne
Su

e

ur

t
Tu
M

Sa
Th
ed
W

on Sunday.


Business and Finance Industry:
Engagement Peaks Midweek

ay
sd
ne
ed
W

80% 25%

60%

WED
20%

% of Brand Posts
40%

20% 15%

THURS
0%
0% 10%
-20%
5%
FRI
MON SAT
-40%
TUES
-60% 0%
SUN

ay
y

ay
ay

ay
y
ay

da
da

rd
sd
sd

id
nd

es
on

Fr

tu
ur
ne
Su

Tu

Sa
M

Th
ed
W
Wednesday and Thursday when engagement rates are highest.

Fashion Industry:
Engagement Peaks on Thursday ed
ne
sd
ay
W


40% 25%

30%

THURS
20%
20%

% of Brand Posts
10% 15%

0%
0%
FRI SAT 10%
-10%
MON WED -20%
5%

TUES -30% 0%
SUN
ay

ay
y
ay

y
ay

ay
da

a
sd

id
nd

rd
sd

sd
on

Fr

tu
ne
Su

e

ur
Tu
M

Sa
Th
ed
W


Food and Beverage Industry:
Engagement High Midweek
and Saturday

ay
sd
ne
ed
W

100% 20%

80% 18%

16%
60%
14%

% of Brand Posts
TUES
40% 12%
20% 10%
SAT
WED 0% 8%
0%
FRI 6%
SUN
THURS
-20%
MON
4%
-40% 2%
-60% 0%

ay

ay
ay

ay
y
ay

y
da

a
sd

sd
sd

id
nd

rd
on

Fr

tu
e

ur
ne
Su

Tu
M

Sa
Th
ed
W

Healthcare and Beauty Industry:
ay
sd
ne
ed
W


50% 20%
40% 18%

16%
30%

THURS
14% % of Brand Posts
20% 12%
10% 10%
0%
0% 8%
6%
-10%
4%

MON SAT -20% 2%
WED FRI -30% 0%
TUES
y

y
ay

ay
y
ay

y
da

a
da

a
sd
sd

id
nd

SUN
rd
es
on

Fr

tu
ur
ne
Su

Tu
M

Sa
Th
ed
W


Sports Industry:
Post More on Sunday

ay
sd
ne
ed
W

120% 25%
100%

SUN
80% 20%

% of Brand Posts
60%
15%
40%
20%
10%
0%
0%
-20% 5%
SAT
MON WED FRI -40%

TUES THURS -60% 0%

ay

ay
y
ay

ay
y

ay
da

da

sd

id
nd

rd
sd
on

es

Fr

tu
ne
Su

ur
Tu
M

Sa
Th
ed
W
Travel and Hospitality Industry:
ay
sd
ne
ed
W


50% 25%

40%

THURS
20%
30%

% of Brand Posts
TUES 20% 15%

WED FRI 10%
10%
MON 0%
0%

-10%
SAT 5%
SUN
-20%

-30% 0%
y
ay

ay
ay

ay
ay

ay
da
nd

rd
sd

sd
sd

id
on

Fr

tu
Su

e

ur
ne
Tu
M

Sa
Th
ed
W


Action Keywords:

LIKE POST
TAKE COMMENT
SUBMIT TELL US
WATCH CHECK
POST LIKE
CHECK SUBMIT
COMMENT SHARE
CLICK CLICK
SHOP TAKE
VISIT WATCH
VISIT
BECOME A FAN
TELL US SEE
SHARE BECOME A FAN
SEE SHOP
ORDER
ORDER


Promotional Keywords:

EVENT
WINNER
OFFER
NEW
WIN
type of promotion when the correct tone is set in the Post.
BRAND NEW
ONLY
ENTRY
BUY
CONTEST
Fans are happy to engage with PROMOTION
ENTER
SWEEPSTAKE
and

opposed to more direct OFF
COUPON
DISCOUNT
FREE
EXCLUSIVE
or LIMITED

'Like' Rate Variance Comment Rate Variance

200%
Average Rate Variance

150%

100%

50%

0%

-50%

-100%
w

di on
t

in

try

t

d

op
ly

nt
n
y

le

g
e
r

ve
ke

f

e
r

e
r
w
en

es

of
te
ne

fe

bu

io

iv

ite

or

n
fre
on
ne
w

sa
ou
ne

up

sa
en

ta

sh

pi
en
of

us
nt

ot
ev

st
in

lim
d-

ip
ps

sc
co

om

co
w

cl

sh
an

ee

ex
pr
br

e
sw

fre


Question Placement:

Given the desired outcome of a question Post is to invoke a
SAT

from providing a response. When seeking engagement from

Posts that end with a question have a engagement rate.

Interrogative Keywords:

Despite the fact that they drove the highest engagement

use these keywords to drive higher engagement rates.


Conclusion

on Facebook.

Have questions?

facebook.com/buddymedia

twitter.com/buddymedia

buddymedia.com


Buddymedia: Strategies for effective facebook wall posts

More Related Content

What's hot

Similar to Buddymedia: Strategies for effective facebook wall posts

More from Chris Rawlinson

Recently uploaded

Buddymedia: Strategies for effective facebook wall posts