The best ways to post Facebook content
Facebook has quickly grown to be one of the top internet destinations for consumers. More than 500 consumers worldwide have joined the social network. In the United States, Facebook is the fourth-most popular website, attracting more than 150 million unique users in the month of February alone, according to comScore.
The overwhelming popularity of Facebook has led many businesses to integrate the channel into their online marketing campaigns. The social network provides small business owners with a substantial audience of potential customers and it also has a relatively low cost barrier to entry, with many of its services free to companies.
However, many small business owners are still unsure of how to fully leverage Facebook. As a recent study conducted by Buddy Media found, there is more to Facebook marketing than randomly posting content periodically throughout the day. Companies need to strategically post content at opportune times and in certain ways to maximize the effectiveness of their Facebook campaigns.
Short but sweet is key to post length
Facebook messages can be quite long, but Buddy Media found that short posts are key to marketing success on the social network. The magic number seems to be 80 characters or less, despite the fact that most companies post messages longer than this.
Buddy Media’s report indicates that posted content between one and 80 characters has a 27 percent higher engagement rate than longer posts. However, messages in this character count range made up only 19 percent of overall brand messages. Business owners need to remember to make their copy as concise as possible – consumers are busy people and they don’t always have the time to read long, drawn-out content.
While concise content appears to be more engaging, business owners should also avoid using URL shortening tools, such as bit.ly or goo.gl. Buddy Media found that consumers are less likely to click on links that use shorteners, as they don’t know where they will be taken. In fact, full-length URLs have an engagement rate that is threefold greater that shortened URLs.
“However, earlier findings revealed that long posts have lower engagement. So, how do you use a URL in your post while still keeping the post short?” Buddy Media asks. “Use a brand specific URL shortener, for example, http://bddy.me/1F8M, which still allows for some brand indicators.”
Timing is everything
Another element that Buddy Media’s report observed is the timing of posts. Most small business owners post their content throughout the work day, not when they are at home and off-duty. However, the research found that content posted outside of traditional working hours had higher engagement rates than posts made during the 9 a.m. to 5 p.m. time period.
While Buddy Media observed that 60 percent of posts were made between 9 a.m. to 5 p.m., content posted outside of those hours had a 20 percent higher engagement rate than average.
“This reflects the importance of having a post appear at the top of fans’ News Feeds during the times of day they are most likely checking their Facebook Pages. By posting within business hours, brands miss the critical opportunity to get the visibility they need for maximum engagement,” explains Buddy Media. “So, schedule posts to appear early in the morning or late at night. Don’t publish posts simply because you’re in front of the computer.”
Using Facebook’s analysis tools, small business owners can monitor their wall posts and see what times work best for them.This entry was posted in Social Media. Bookmark the permalink.