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Compiled by me for iris Worldwide. Facebook offers general “best practices” for brands regarding publishing content on pages. However, there is still quite a bit of gray area on how these guidelines should be applied from practical standpoint. That’s where this deck comes in. Based on both iris’ learnings and statistics from third-party sources, what follows is a POV on what “best practices” translates to on a daily content creation and publishing basis. However, please note that these learnings represent platform best practices as of right now. Facebook changes frequently, and best practices will evolve frequently as well. Enjoy!
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Confidential © iris 2013
facebook publishing:
Best Practices
February 2013
What this deck is meant to do: Facebook offers general “best practices” for brands regarding publishing content on pages. However, there is still quite a bit of gray area on how these guidelines should be applied from practical standpoint. That’s where this deck comes in. Based on both iris’ learnings and statistics from third-party sources, what follows is a POV on what “best practices” translates to on a daily content creation and publishing basis. However, please note that these learnings represent platform best practices as of right now. Facebook changes frequently, and best practices will evolve frequently as well. Enjoy!
Confidential © iris 2013
agenda: Straight From Facebook A practical, iris interpretation of best practices: Posts:
- Basics
- Content - Branded content & utility
Cover Photos - Basics
- Do’s and Don’ts
Confidential © iris 2013
What facebook says about posts…
h"p://&rep.com//SMB/Page_Post_Best_Prac6ces.pdf * The 20% policy applies to posts that will be promoted as ads (sponsored stories), but is strongly advised as a guideline for posts
across the board.
*
Confidential © iris 2013
continued…
h"p://&rep.com//SMB/Page_Post_Best_Prac6ces.pdf
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What EXACTLY does that mean we should be doing then?
AN IRIS POV…
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Best Practices around the technical stuff Post Basics
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DO: Go big on visuals, little on text Posts that are 80 -90 characters in length drive 27% higher engagement than posts that
don’t.*
Source: Buddy Media, 2013
Confidential © iris 2013
Don’t: always shout your CTAs
Phasing out such direct CTAs has led to 3-4x increases in positive content response across several iris brands.
We don’t always need to monger for “Like,” “Tell us” or “Share!” With an established fan base, they have already raised their hands telling you they want to engage. We want to act more like how their friends talk to them.
Source: iris, 2013
Confidential © iris 2013
Showing the product in context works well - for example showing where and how in your home you would actually use this candle.
Do: use real photos when possible!
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Don’t: forget that 50%+ of Facebook newsfeed browsing is mobile
Keep co-viewing in mind – people watch TV while interacting with multiple devices. Engaging fans with fun and relevant
content during nationally televised events, such as the Super Bowl, are a great opportunity for fans to engage their fans.*
*According to a Vel0 study, during the 2013 Super Bowl, 39% of Viewers admi"ed to Checking out their Newsfeeds during the commercials. (surveyed 1,438 Super Bowl viewers)
Confidential © iris 2013
Do: consider timing of posts Posts should bookend the work day - early in the day, or later at night. Test, and figure
out what works best for your brands. According to Buddy Media, posts outside of working hours generate 20% higher engagement.
Source: Buddy Media, 2013; Forrester, 2013
Confidential © iris 2013
Best Practices around what’s in your posts Post content
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Do: remember that people like to make simple choices Visual is best, but even if it’s in the CTA, provide a couple of thought starters.
Confidential © iris 2013
Do: apply this idea to driving reviews
Asking users to write reviews doesn’t typically go over well. However, if you turn it into a loyalty battle, consumers will defend the products they like best. Even if they don’t click through to write reviews, they still drive conversation on the page.
Virality: 2.7%
Confidential © iris 2013
Do: remember that people share things that are funny Consumers respond well to humor, and humor can also help reinforce a brand personality and drive affinity by tapping into mutual pain points, “truths”, or loves, and offering shared empathy or comic relief.
Confidential © iris 2013
In-newsfeed games, like Spot the Difference, Caption This, and Word Scramble generate high engagement and can illustrate key product USPs or benefits
Do: leverage simple, in-newsfeed games to highlight benefits
This post utilizes a quick scramble and soothing imagery to explain what Lavender does, coming
across as a fragrance expert.
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Do: have a super clear value proposition in promotions
DON’T run a giveaway without going through an app (like Jones
Soda did). This is against Facebook regulations and
could cause legality issues.
DO have a super clear value proposition.
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Do: be relevant Holiday and Event posts are always more relevant when they have something to do with the brand or product. Virality: 4.0%
Source: iris
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Not every post needs to have a strategy – sometimes it just illustrates the brand personality. Skittles candy are bright, little bursts of fun for your mouth. Their posts are like candy, but words.
Confidential © iris 2013
Branded content
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to brand or not to brand… Facebook explicitly recommends using brand elements sparingly. Adding branding elements typically makes content less sharable, UNLESS the content is original and relates to an area in which the brand has credibility with consumers.
DON’T: Brand content that is not
yours with any URLs or logos –
quotes, ideas, images, etc.
DO: Brand content if it’s
useful, original, content or ideas from the brand.
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Do: explicitly brand it if it’s content that provides utility or value People love helpful content - tips & tricks, checklists, etc. Share the expertise of your brand in snackable, useful form. Subtly branding with a logo ties the credit for original content to your brand, and helps pass that along as posts get shared.
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Do: explicitly brand it if you create something original and new Fun, original content that’s aesthetically pleasing and humorous, like Crest’s example below, can be smart AND sharable as well. These examples employ subtle branding to encourage sharing.
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Do: it’s ok to brand it if it’s an original spin on an old idea Fun, original content that’s aesthetically pleasing and humorous has a gray area as well. Taking a quote and making it mean something new by gearing it towards your audience counts.
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Do: go beyond a logo DON’T: Just put the logo or the brand
Facebook page URL on posts. DO: Subtly brand content with brand colors
or fonts, or consistent elements
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Facebook cover photos
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Do: make it a visual representation of your brand’s passion The cover photo is a brand’s place to visually illustrate what they stand for.
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Do: be relevant Tapping into the season for the cover photo or putting fans at the center by leveraging their content and stories make cover photos more relevant.
Confidential © iris 2013 * The maximum of 20% text overlay policy applies to cover photos as well
*
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Thanks
Confidential © iris 2013
Feel free to contact:
Amy Brown ([email protected])
Senior Social Strategist
Emily Canan ([email protected])
Senior Community Manager
Esty Gorman ([email protected])
Director of Strategy
Questions?