Quality of content in Facebook matters. There is more to publishing content than broadcasting messages. This document outlines 7 types of Facebook content to keep in your calendar.

1. Seven
Content
Types for
Facebook
John Bell | Global Managing Director
Molly Keyes | Digital Strategist
May 2012

2. The 7 Types of
Facebook Wall Post
Engagement
Community Managers are constantly testing new ways to engage their community. That means using
different post types to drive different user actions like comments, shares, likes and, even, posts. Since
90% of Fb interactions happen with wall content, it’s key that we understand the different ways earn
people’s interactions
• Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-
throughs to content
• Application integration - drives likes, shares, click-throughs to content/app
• Community messages (e.g. Happy Chinese New Year!) – drives likes, comments
• User everyday questions – drives comments and shares
• User CGM solicitation - drives likes, comments and shares
• Poll questions – drives shares, app interactions
• Like-gating – drives likes
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3. Broadcast Messages: American Express • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community – drives likes, com ments
• User everyday questions – drives
com ments and shares
• User CGM solicitation - drives likes,
com ments and shares
• Poll questions – drives shares, app
interactions
• Like-gating – drives likes
American Express shares
video from access events
like Jay-Z at SXSW and
the Jack White concert
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4. Application Integration: Domino’s • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community – drives likes, com ments
• User everyday questions – drives
com ments and shares
• User CGM solicitation - drives likes,
com ments and shares
• Poll questions – drives shares, app
interactions
• Like-gating – drives likes
Domino’s uses rich media
in wall posts driving fans
to Facebook applications
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5. Community Messages: Hershey’s • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community – drives likes, comments
• User everyday questions – drives
comments and shares
• User CGM solicitation - drives likes,
comments and shares
• Poll questions – drives shares, app
interactions
• Like-gating – drives likes
Hershey’s makes
community-wide post
thanking fans for getting
the brand to 3 million fans
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6. Everyday Questions: Ford • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community – drives likes, com ments
• User everyday questions – drives
com ments and shares
• User CGM solicitation - drives likes,
com ments and shares
• Poll questions – drives shares, app
interactions
• Like-gating – drives likes
Ford engages fans by
asking fun, everyday
engagement questions
soliciting comments from
fans
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7. User CGM Submissions: Starbucks • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community messages (e.g. Happy New
Year!) – drives likes, shares and com ments
• User everyday questions – drives
com ments and shares
• User CGM solicitation - drives likes,
com ments and shares
• Poll questions – drives shares
• Like-gating – drives likes
Starbucks asks fans to
share their “Everylove”
story through video
submissions
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8. Kool-Aid: Poll Questions
Poll Questions: Kool-Aid • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community – drives likes, com ments
• User everyday questions – drives
com ments and shares
• User CGM solicitation - drives likes,
com ments and shares
• Poll questions – drives shares, app
interactions
• Like-gating – drives likes
Kool-Aid uses Facebook
Polls for both brand trivia
and to gauge fan behavior
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9. Like-Gating: Wonka • Broadcast messages w/shareable
content/contests/promotions – drives likes,
shares, click-throughs to content
• Application integration - drives likes,
shares, click-throughs to content
• Community – drives likes, com ments
• User everyday questions – drives
com ments and shares
• User CGM solicitation - drives likes,
com ments and shares
• Poll questions – drives shares, app
interactions
• Like-gating – drives likes
Wonka uses directed
posts to drive fan
“Likes”
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10. Contact:
John Bell
Global Managing Director
Email. john.bell@ogilvy.com
Blog. http://johnbell.typepad.com
Twitter. @jbell99
Molly Keyes
Digital Strategist
Email. Molly.keyes@ogilvy.com
Twitter. @Mollykeyes
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11. About Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world.
Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the
practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an
extensive list of services within the foundational business solutions – Listening and
Analytics; Social Business Solutions; Social Media Marketing and Communications; Social
Shopping; Social CRM; Social Care; and Conversation Impact.
For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/
socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy
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