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!
- 1.Confidential iris 2013 facebook publishing:Best Practices February 2013
2. 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. Thats 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! 3. Confidential iris 2013 agenda: Straight From Facebook A practical, iris interpretation of best practices: Posts: - Basics - Content - Branded content & utility Cover Photos - Basics - Dos and Donts 4. Confidential iris 2013 What facebook says about posts h"p://&rep.com//SMB/Page_Post_Best_Prac6ces.pdf *The20%policyappliestopoststhatwillbepromotedasads(sponsoredstories),butisstronglyadvisedasaguidelineforposts acrosstheboard. * 5. Confidential iris 2013 continued h"p://&rep.com//SMB/Page_Post_Best_Prac6ces.pdf 6. Confidential iris 2013 What EXACTLY does that mean we should be doing then? AN IRIS POV 7. Confidential iris 2013 Best Practices around the technical stuff Post Basics 8. Confidential iris 2013 DO: Go big on visuals, little on text Posts that are 80 -90 characters in length drive 27% higher engagement than posts that dont.* Source: Buddy Media, 2013 9. Confidential iris 2013 Dont: always shout your CTAs Phasing out such direct CTAs has led to 3-4x increases in positive content response across several iris brands. We dont 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 10. 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! 11. Confidential iris 2013 Dont: 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.* *AccordingtoaVel0study,duringthe2013SuperBowl,39%ofViewersadmi"edtoCheckingouttheir Newsfeedsduringthecommercials.(surveyed1,438SuperBowlviewers) 12. 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 13. Confidential iris 2013 Best Practices around whats in your posts Post content 14. Confidential iris 2013 Do: remember that people like to make simple choices Visual is best, but even if its in the CTA, provide a couple of thought starters. 15. Confidential iris 2013 Do: apply this idea to driving reviews Asking users to write reviews doesnt typically go over well. However, if you turn it into a loyalty battle, consumers will defend the products they like best. Even if they dont click through to write reviews, they still drive conversation on the page. Virality: 2.7% 16. 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. 17. 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. 18. Confidential iris 2013 Do: have a super clear value proposition in promotions DONT 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. 19. Confidential iris 2013 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 20. Confidential iris 2013 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. 21. Confidential iris 2013 Branded content 22. Confidential iris 2013 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. DONT: Brand content that is not yours with any URLs or logos quotes, ideas, images, etc. DO: Brand content if its useful, original, content or ideas from the brand. 23. Confidential iris 2013 Do: explicitly brand it if its 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. 24. Confidential iris 2013 Do: explicitly brand it if you create something original and new Fun, original content thats aesthetically pleasing and humorous, like Crests example below, can be smart AND sharable as well. These examples employ subtle branding to encourage sharing. 25. Confidential iris 2013 Do: its ok to brand it if its an original spin on an old idea Fun, original content thats 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. 26. Confidential iris 2013 Do: go beyond a logo DONT: Just put the logo or the brand Facebook page URL on posts. DO: Subtly brand content with brand colors or fonts, or consistent elements 27. Confidential iris 2013 Facebook cover photos 28. Confidential iris 2013 Do: make it a visual representation of your brands passion The cover photo is a brands place to visually illustrate what they stand for. 29. Confidential iris 2013 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. 30. Confidential iris 2013 *Themaximumof20%textoverlaypolicyappliestocoverphotosaswell * 31. Confidential iris 2013 Thanks 32. Confidential iris 2013 Feel free to contact: Amy Brown (Amy.Brown@iris-worldwide.com) Senior Social Strategist Emily Canan (Emily.Canan@iris-worldwide.com) Senior Community Manager Esty Gorman (Esty.Gorman@iris-worldwide.com) Director of Strategy Questions?