Increasing Facebook Engagement

June 2012

Get the Basics DownBe 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.

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.

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.

Get Your Audience InvolvedEncourage 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.

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

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.

Why Engagement is Important

Pinning vs. Highlighting

PinningMoves post to the 1st upper left position, right below the About sectionPosts stay pinned for 7 days - returning to original position after

Highlighting Highlighted posts become stretched across profileWill stay highlighted until you un-highlight, however it moves down the page w/ new updatesHighlighting first, then Pinning will return post to Highlighted status after 7 days is up

QUESTIONS?