2. Get the Basics Down
Be Succinct
○ Posts 80 characters or less (less than 2 lines of text) see about 27% more likes,
comments, & shares than posts greater than 80 characters.
Post Regularly
○ Posting on the same day about the same topic so fans know what to expect and when.
■ i.e. Highlighting a local business every Tuesday at 1pm.
Post at the Optimal Time
○ Studies show that posting on Facebook between 1:00 p.m. and 4:00 p.m. get the most
traction, with Thursday & Friday being the best days to post on Facebook all week.
○ But, conflicting studies show brands that post (or scheduled posts) outside of business
hours showed engagement rates 20 percent higher than those that posted during business
hours
■ Depending on your client's target market, post accordingly.
3. Be Specific and Relevant
Know which audience you're talking to
○ When posting to a page, your message will reach fans are are likely to be familiar with
your brand, so insider content can make them feel in the know.
■ i.e. Events, industry, etc. most relevant to your client's target market.
Be seasonable and timely
○ Fans are more likely to engage w/ topics that are already top of mind, such as current
events, holidays, or news.
○ Fans are more likely to engage with "events" and "winning" than "contests" and
"promotions."
Be relevant
○ Post content that shows you know your audience.
4. Make a Visual Impact
Post photos and videos.
○ Posts including a photo album, a picture or a video generate about 180%, 120%, and
100% more engagement than the average post, respectively.
Use bold visuals.
○ Grab your audience’s attention by using simple images with a clear focal point.
○ Images with highly saturated colors also help the creative stand out against the site’s white
background.
Feature images that capture the brand.
○ Ideally the profile image will be their logo or other brand symbol, but people should also
recognize your brand in the images you feature.
5. Get Your Audience Involved
Encourage interaction.
○ Create a question post or write a text post with a “fill-in-the-blank”. Fill-in-the-blank posts
generate about 90% more engagement than the average text post.
○ Posts that end with a question result in a 15% higher engagement rate than posts that do
not end in a question.
Include your call to action early.
○ Let your fans know how to engage with your content. Should they like the post? Share with
friends? Comment? Answer a question? Be sure to include your call to action within the
first 50 characters.
Share posts from fans.
○ Recognize your fans’ contributions by responding to high quality, relevant user-generated
content that shows your fans know your brand and are passionate about it.
Gauge fan interest.
○ Once or twice a month, take a look at the Page's Insights and see what posts garnered the
most attention. Learn from your wins.
6. Facebook Don'ts
● Don't post too much text - 80 to 100 characters max
● Don't post boring or off-brand content
● Don't post updates without a call-to-action
● Don't post between the hours of 10pm and 9am
● Don't post without some form of media attached
(pic/vid/link)
● Don't forget to use the tools Facebook provides:
○ Scheduling
○ Pinning & Highlighting
○ Insights
7. 8 post Facebook Engagement Strategy
● 1 link to helpful videos for apartment living (or industry specific for
Boutique) w/ call-to-action for 'liking' or 'commenting'.
● 2 local pictures uploaded w/ call-to-action for ‘liking’ or ‘commenting’ on
them.
● 2 links to past popular blog posts to drive clicks to the blog w/ call-to-
action.
● 1 question that ask for responses (or fill in the blank
○ Avoid the question "why" and instead go with "where","when, "would"
and "should".
● 2 ‘spotlights’ on local businesses w/ their FB page tagged in the post -
include a picture, if possible, w/ call-to-action.
Call-to-Actions = Ask you shall receive.
9. Pinning vs. Highlighting
Pinning
Moves post to the 1st upper left position, right below the About section
Posts stay pinned for 7 days - returning to original position after
Highlighting
Highlighted posts become stretched across profile
Will stay highlighted until you un-highlight, however it moves down the page w/ new updates
Highlighting first, then Pinning will return post to Highlighted status after 7 days is up
