The document discusses effective strategies for creating engaging Facebook content, including understanding unpredictable reach statistics and the motivations behind content sharing. It outlines several dos and don'ts for posts, emphasizing the importance of audience engagement and authenticity. Additionally, it encourages experimentation and consistency in posting to maximize engagement.

1. Creating Killer
Facebook Content 101

2. What we’ll talk about
● The reality of Facebook reach
● Why do people share content on social media?
● Some DOs and DON’Ts for Facebook posts
● Examples of “good” and “bad” FB posts
Disclaimer: While we stand behind these tips 100%, we of course can’t guarantee that
they’ll skyrocket your Facebook reach/engagement. Just sayin’.

3. The reality of Facebook reach
The average reach for a Facebook post:
● February 2015: 7%
● March 2015: 2.6%
● April 2015: 4.11%
● May 2015: 8.34%
(Stats from Locowise)
The takeaway: Reach is
crazy unpredictable and
changes all the time!

4. Why do people share content on social?
1. So they can deliver valuable and entertaining
information to other people.
2. To define themselves to other people.
3. To grow and enrich existing relationships.
4. To feel a sense of self-fulfillment.
5. To get the dang word out.

5. What do all of these motivations have in
common?
It’s about THEM, not YOU.
The key is to create content that your followers can
relate to and recognize themselves in.

6. Some DOs (straight from Facebook)
● DO share links with an image preview.
Intro/caption
Image preview (pulled in from link)
Link title & description

7. Some DOs (straight from Facebook)
● DO write longer posts for “stickiness.”
“We’ve discovered that if people spend significantly more time
on a particular story in News Feed than the majority of other
stories they look at, this is a good sign that content was relevant
to them.”

9. Some DON’Ts
● Don’t post click-baity links
○ Listicle with titles like “OMG You Won’t Believe #4”
● Don’t be too salesy
● Don’t explicitly ask people to like or share
● Drop the hashtags
● Don’t re-use something if it didn’t work the first
time

10. Some DOs (from Team Edgar)
● DO be consistent
○ Don’t let days go by without a post
● DO let your voice/personality shine through

11. Some DOs (from Team Edgar)
● DO make sure to engage with people who
engage with you
○ This is SOCIAL media, after all
● DO figure out the best times to post for your
audience
○ Use your Insights for this

13. Some DOs (from Team Edgar)
● DO try a variety of content and see what your
audience responds to

14. Some DOs (from Team Edgar)
● DO get visual!
○ Experiment with single photos,
photo groups, video, etc.

15. Some DOs (from Team Edgar)
● DO share OPC (Other People’s Content)
○ Links, quotes, photos
○ Things that would entertain/interest your audience
(it doesn’t always HAVE to be about your biz)
○ If other pages in your niche are sharing something at
the same time, you should try sharing it, too

16. Some DOs (from Team Edgar)
● DO use Pages to Watch to your advantage

17. Remember those 5 reasons people share
content.
Make it more about THEM than YOU.

19. Let’s get hands-on!
Welcome Tom, the “voice” of Edgar on
social media.
Let’s see if you can spot what’s wrong with some of
these example Facebook posts:

20. Bad
Better

21. Bad Better

22. Bad Better

23. Bad Better

24. The wrap-up
● First and foremost, keep your audience in
mind.
● Don’t be annoying.
● Experiment! Try new things!
● Do more of what works and ditch what
doesn’t.

25. Free trial!
Interested in trying Edgar out for yourself?
We’ve got a 14-day FREE TRIAL ready for you.
Just head over to http://meetedgar.com/freetrial to sign up!

26. Discussion time!
What tactics have YOU tried on Facebook
that have worked really well?
Any questions for us?