The document provides tips for optimizing Facebook posts and engagement. It recommends including properly sized images, sharing links effectively, using targeting options like interests and post dates, including clear calls to action, and posting at optimal times when audiences are online. It also notes that as of January 2015, Facebook began reducing the distribution of promotional content in user feeds to prioritize more relevant stories and based on user feedback.

1. 20th February 2015

2. #1: Include Properly Sized Images
#2: Share Links the Right Way
#3: Use Facebook Targeting Options
#4: Include Calls to Action
#5: Post at the Right Time

3. Make sure the main shareable image has
a width of 1200 pixels and a height 628
pixels at least.
Suggested using post images that are
sized at 1200 x 1200 pixels so the photos
aren’t distorted or cut off when cropped.

4.  There are two ways to share links on Facebook.
 You can either upload a picture directly to
Facebook and include the link in the caption,
 OR
 you can paste a link into your Facebook post and
let it populate with an image and description from
the article (Facebook calls this the link-format).

5.  Facebook is taking a closer look at how
pages are sharing links, and they’ve found
that users generally like to click on link-format
posts because those give more information.
 When creating a link-format post, some
people like to remove the link after the image
and description have populated to make the
main update look a bit cleaner.

6.  Facebook recently introduced two new targeting options for
page posts: Target Interests & Post End Date
 Use Target Interests to direct your updates to a narrow
group, and in return receive greater engagement. This
tactic works best, of course, when you’re intimately
familiar with your fans’ demographics.
 When you use the Post End Date option, you predetermine
your post’s lifespan in the news feed. When the end date
passes, no-one will see the post in their news feed, even if
it remains on your page. This is an effective way
to promote events and other time-specific posts.

7. Facebook users move quickly through their
news feed. If you want them to stop and
take action, you must ask them to do
something specific. Always include a call to
action within your post, but try to be as
non-sales as possible.

9.  If you don’t post your Facebook updates when your
audience is most likely to see them, you can’t expect
good engagement.
 Check your Facebook Insights to see when your fans
are online. You can find data for each day of the week
and base your posting schedule on when your fans are
most likely to see your posts.
 Always post half an hour before the prescribed
optimal time. If the majority of your fans log into
Facebook at 8pm, your update should go live by
7:30pm. That way, when your fans come online your
post will already be in their news feed.

11.  Beginning in January 2015, people will see less of this type of
content in their News Feeds. As we’ve said before, News Feed is
already a competitive place – as more people and Pages are posting
content, competition to appear in News Feed has increased. All of
this means that Pages that post promotional creative should
expect their organic distribution to fall significantly over time.
 This change will not increase the number of ads people see in their
News Feeds. The idea is to increase the relevance and quality of
the overall stories – including Page posts – people see in their
News Feeds. This change is about giving people the best Facebook
experience possible and being responsive to what they have told us.
 While Pages that post a lot of the content we mention above will see
a significant decrease in distribution, the majority of Pages will not be
impacted by this change.