93% of businesses have social media within their marketing strategies; 92% of those businesses use Facebook pages to promote themselves according to the Social Media Examiner Industry Report 2011.
This post will outline exactly what guidelines you should be following when creating your posts to generate more engagement and more likes.
Each niche will have a different audience, so these guidelines may vary for each Facebook page, however you can adapt them to suit your target audience.
So why would you want to generate more engagement on your pages?
It’s simple, the more engagement you have, the higher your EdgeRank score, the higher your EdgeRank score, the more likely you are to appear in the newsfeeds of your fans.
If your posts are appearing in newsfeeds, they will then see your posts and be reminded of your page or brand (brand exposure). This can then lead to them clicking on a link or promotion within your posts and potentially becoming a paying customer.
The first thing to remember when creating any type of post is that you want to entertain, educate or empower your readers. If you can accomplish one or more of those, you will generate more engagement on your pages.
When people are browsing through their Facebook newsfeed, the one thing that will catch most attention, is images. If you have an important message, or are just looking to increase the interaction on your page, images are a must. According to a Virtue research study, Images received 22% more engagement than videos, and 54% more engagement than text posts. Similarly, video received 27% more engagement than text posts. So if you want your post seen, then add an image.
The images should all be relevant to your company or your niche (unless you have added something for humour).
The next type of post you should consider are videos. People love to watch things. Don’t make them too professional looking and keep them light hearted. A simple video of someone talking for a minute or two is more than enough to get the message across. Beyond a couple of minutes, people will start to get board and stop watching the rest.
The most common type of post is text. Think about what problems your niche could be facing and give messages about that. Always aim to provide content that has value. The occasional post that is more personable is also a good idea. This can help build trust in you and your brand as you allow the users to see ‘behind the scenes’ of your company. However keep the number of these posts to a minimum.
If you are looking for posts to help get people talking, try starting the post using something similar too:
- Question/poll of the day
- Hot Tip! / Quick tip
- Breaking news:
- Did you know?
- Guess the caption
- Fill in the blank
- E.g. Fill in the blank: _______ always make me smile!
- E.g. Fill in the blank: _______ was my proudest moment
Posts that end with a question have more chance of getting a response, however think about what the response will be before you post. The shorter the response, the more likely your followers will comment back.
Best times to post
According to Virtue and Buddy Media, the days that are most likely to generate engagement with your posts are Thursday and Friday. The worst day is Saturday – this doesn’t mean that you shouldn’t post on Saturday. ExactTarget also state that 65% of Facebook users will login only before and after work. So make sure you take this into consideration when timing your posts.
How often should you post
You should create between 2-5 posts per day. This is so your posts will remain visible in your followers news feed, however they won’t get annoyed at you taking up their entire newsfeed with your posts and consequently unlike you. You need to get the balance right between staying active and informative, and not annoying the users who have liked your page.
I would be interested to hear about any guidelines you use to keep your social media marketing on track, so let me know in the comments below.