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Facebook is a [click to build] low volume, high value network, which means that your frequency should be low – fans get frustrated if they see that a business or brand is dominating their news feed. But every piece of content you post should be valuable to your audience. In other words – you do need to plan ahead. Don’t post just to post. You need to be strategic about your content – and we’ll show you how to do that later.
[click to build] We suggest that you post at least 3 times a week to keep your relationship with your fans going and be visible to them.
[click to build] But DON’T go overboard. 10 times a week/2 times a day is plenty to keep top of mind with your fans.
[click to build] When you are sharing content on Facebook, don’t post just to post. Focus on quality content.
And what is that quality content? Let’s talk about some best practices to keep in mind for when you’re creating Facebook content.
Fortunately, we have a rule of thumb at Constant Contact that will help you come up with the right things to talk about on social media. If you’ve taken our Getting Started with Social Media webinar, you’ve seen this before so this is a refresher for you: [click to build] 50% of the content you post should be aimed at getting likes, shares, and comments. This means that it needs to be entertaining and invite conversation. Asking questions, asking for opinions, using images and video, as well as being timely (is there an event or holiday coming up?) [click to build] 30% of your content should be useful/informative. Provide information about your industry that your customers will find interesting. Become known as a source of important information and tips---whether that content is from your own blog or from other blogs you trust. [click to build] If you do that stuff correctly, then you’ve earned the right for 20% of your content to be direct CTAs for your business. This doesn’t necessarily have to be BUY NOW!
Let’s look at some different types of content, and keep these best practices in mind when you see the examples. And – even though these examples are all about Facebook – you can apply them to any social media network you use.
The best way to find out what content works for your fans is to take advantage of Facebook’s Insights tool, which provides you with a ton of great reports and data. Here are 4 reports that will help you create the right Facebook content:
[CLICK TO BUILD] Click the Posts link to find out what types of posts are doing well with your audience: [CLICK TO BUILD] videos, photos, status updates or links. If you see that there are content types that aren’t getting as many clicks, likes, comments, and shares as others, don’t waste time on them. Focus on the types that are getting the best engagement.
[CLICK TO BUILD] Speaking of engagement, click on the Reach tab and scroll down to the chart that shows your likes, comments and shares over time. [CLICK TO BUILD] You can click on particular days on the chart to take a look at what content was getting interactions that day, and get a better idea of what content is getting the most engagement.
[CLICK TO BUILD] You should also take a look at who are the people who are interacting with your content. Click the People tab, and then the People Engaged section. [CLICK TO BUILD] This tells you exactly which age groups and genders are actively engaging with your content. It also shows you what country and city they’re in, as well as their preferred language. Take a look at this regularly. How does this compare to the demographics of the people who like your page? Is this the audience you thought you were reaching or want to reach? You may need to make some changes to target the people you want to communicate with on Facebook.
[CLICK TO BUILD] Everyone who uses Facebook for marketing wants to know “What is the best time and day of the week to post to Facebook?” That answer is going to be different for every page because everyone’s audience is different. Fortunately for you, Facebook Insights shows you the best day and time to post for your audience. Click the Posts tab and then the When Your Fans are Online section. [CLICK TO BUILD] This report looks at the past 7 days, and shows you how many of your fans were using Facebook for each day of the week and each hour of the day. So it’s really easy to find out the times and days that are most popular with your fans, and you can schedule your content to post when a lot of your audience will be online to see it.
The Basics: General Etiquette, Avatars & Cover Images
Content types: Text, Visuals, Video & More
Platform specific strategies
Delete negative comments
Be helpful, create a positive experience
Ignore your fans Answer questions, like and share content
Talk only about yourself Balance self-promotion with helpful and entertaining
Not completing your page Complete profile add logo, photos and link to your
Forget to provide context
Infrequent posting or too much Be active, match volume to platform
Include a comment when sharing
Avatars and Cover Image
Avatars & Cover Images
Cover Image and Avatar Sizes
Cover Image: 851 x 315
Avatar: 180 x 180
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
Facebook Best Practice
Get likes, shares, comments
Entertain, invite conversation, ask questions
Be useful & informative
Hints + tips, interesting articles and links, 30%
About your business
Calls to action. Learn More. 20%
Tag, tag, tag
Interact with others
Share to personal pages
30 minute response time
Fill-in-the-blank Question Fun fact or tip
Content Types: Simple Text
TRAVEL TIPS – Did you know that every night at
the Trevi Fountain in Rome about 3,000 Euros
are swept up from the bottom of the basin and
donated to charity?
More Text Updates
Question, Contest, Poll
Use Prefix to indicate part of a series:
Question of the day
This week’s poll
Post with a link
Stats, facts or tips
3,000 Euros are swept from the bottom of Trevi Fountain daily & donated to charity. Why not book
a trip to see if for yourself
Facebook is a Visual Medium
Post with image will get 120%
more engagement than text
Content Types: Visuals
Digital ContentPhotos Videos
Best Size: 1200 px wide by 630 px tall
More is Better
Albums and multiple images get up to
180% more engagement than text
Multiple Images Collage vs Album
Multiple images: 3 gives best interaction
One time topic: Use image upload
Return topic: Create an album
Higher reach and engagement
Ideal if you want to grow fans
Higher click through
Good to tell sequential story
Ideal to drive web traffic
Promote before you broadcast
Prepare and practice ( Live & spontaneous doesn’t mean sloppy )
Set phone in airplane mode
Make it personal and fun
Optimize the recording ( Post show views may exceed live)
Create complete blog post
Link to other content
Boost not available
Weekly Content Plan - Facebook
1 50% Fill-in-the-blank:
2 50% Question:
3 50% Photos:
4 30% Tip, stat or fact:
5 30% Link to a blog post:
6 20% Sale, event or product/service info:
Measure What Works
What types of posts are doing well
Who engages with your content
When your fans are online