2. Social media networking service launched in 2004.
Started as a college networking site and grown
exponentially and as of September 2012 has over 1
billion active users
Due to this facebook has become critical social media
service platform
Facebook provides with various options, tools to
give companies a platform for marketing and user
engagement
3. Content Length
The content length – It is generally
believed in the social media world
that there is a connection between
brevity and frequency
The shorter the content the more
often you share it
Initially content was only confined to
few keywords which helped search
engines to locate sites
From keywords they evolved to
backlines to determine the quality of
the page.
With the social media coming in picture
another factor called social signals was
included as well
4. Increasing number of potential customers on
Facebook – over 1 billion users
Content text must be engaging and not time
consuming
Less Content is more information
Equal number of shares and comments are as
important as number of likes
Shares and Comments help to target a wider
relevant target segment
5. Significance of likes, comments, & shares on the
effectiveness of a post?
Posts lesser than 250 characters garner 60% more likes
than those more than 250 characters - FB research
Posts with 80 characters or less have 27% engagement
rates – Buddy Media research
Content shares are better on certain days –example
Thursdays and Fridays – Buddy Media research
Active Content Posting – not recommended on all days
51% consumers are more likely to promote a brand if
their friends have liked/commented/ shared – FB
Research
6. 1. Keep Your Posts Short
2. Post Photos, Videos and Quotes
3. Post Consistently
4. Ask for your Fans Opinions
5. Ask Questions using the Facebook Questions
App
6. Try Posting “Fill in the Blank” Posts
7. 7. Give Fans Access to Exclusive Information
8. Reward your Fans with Deals and Perks
9. Be Timely
10. Localize your Posts if they are Relevant to a
Specific Audience
11. Be succinct
12. Post at an optimal time
13. Include a call to action
8. The FB best practices guidelines have helped
marketers to decide upon the optimum content
length
It has been found that any update or notification
on FB that has between 100 and 250 characters
attracts readers to read it with interest.
An independent research conducted by iSPEQ
studied over 11000 posts on FB and found that for
an update, reader engagement rate (Likes +
Comments/Fans) is inversely proportional to the
number of characters and the engagement rate
takes a drastic downward dip for posts that are
longer than 240 characters.
9. The 10-word rule: The gist of a notification should
be communicated in the first 5 words and the
maximum length of the post should be 10 words.
This will help to account for the length of people’s
names, link titles, comments and mobile device
character limits.
Minimal punctuation rule: The notification should
have minimal punctuation which does not
lengthen the text unnecessarily. Exclamation
points and non-standard punctuation should be
avoided.
This means that an ideal content on Facebook is
neither too long nor too short. It is short and sweet
and well drafted for the target audience.
10. Less than a year ago
“content minimum” threshold - 500 words
Today
single sentences descriptions
awesome infographics & videos
outperform loads of written content describing the
above
Future
focus on quality
engaging content is the real key to success
11. Shorter: not necessarily better
Value for time spent on content by user
Synergy between different types of content
Emergence of Videos as powerful methods of
broadcasting a business message
improved technology and faster internet speeds
Vine
Focus: shareable content > viewable content
