According to Facebook, many brands across the site are posting “incorrectly.” Let’s take a look at what content works and what helps convert views into “likes.”
Ad Age reports that Facebook has recently undergone a study of 23 brands and over 1,000 of their posts. In short, Facebook
concluded that many of the brands were simply posting incorrectly. And, apparently, “relevancy” played a huge role in fan engagement and the earning of likes. So, what are brands doing to “get it right?”
“By far, the biggest predictor of engagement was that the post was on a topic relevant to the brand,” said Sean Bruich, head of measurement platforms and standards at Facebook. “It impacts everything, from lightweight likes to more invested shares. It’s actually one of the most important things a brand can do. People are seeing the content because they liked the brand, and it makes sense that content about the brand will get them engaged.”
Keeping Bruich’s advice in mind, brands would be wise to keep their posts focused on brand-centric topics, and ditch the one-off status updates about holidays or weekend events. I recently pondered the same thing, asking whether it was wise or not to post about topics that everyone else was. Facebook’s advice? Post about things that are relevant to YOUR brand, not others.
Are you using photos as part of your posting strategy? What has worked well for your brand in the past?
Latest posts by Chris Richards (see all)
- Facebook Responds to Outcry with “Pages” Dedicated Feed - November 1, 2012
- Control Which Fans See Facebook Page Status Updates - October 30, 2012
- Facebook for Nonprofits: Making the Most of Your Time - October 13, 2012