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Strategies for
Effective Wall Posts:
A Timeline Analysis
data
RepoRt

Introduction
3
Methodology
4

When to Post
5

Best Days to Post By Industry
6

Facebook Interaction is Nocturnal,
Post During "Non-Busy Hours"
14

Post 1-2 Times per Day, Don't Exceed 7 Times per Week 15

What to Post
16

Thinking About Attachments? Use Photos First
17

Use Long and Shortened URLs in Tandem
18

Content Analysis -- Generating Comments
19

If You Are Asking a Question, Ask it at the End
20

Have a Cool Image? Tell Friends to "Caption This"
21

Ask Fans to Fill in the _____ to Get More Comments
22

Content Analysis -- Increase Overall Interaction
23

Not All Emoticons are Created Equal
24

Emoticons May or May Not Bring a
Smile to Your Fans' Faces
25

Want Fans to Take Action? Use a Call to Action
26

UseSpecificCallstoActiontoDriveInteraction
27

Fans Interact More with "Winning"
and "Giveaway" Keywords
28
Conclusion
29

Take Away: Facebook Wall Posts Cheat Sheet

When to Post: Reference Guide
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2

Introduction
When Facebook announced and subsequently transitioned all Pages to its new timeline format,
marketers had a number of questions. How does this new format for presenting content impact
the ability to engage my audience? Have my strategies for effective posting changed?
Does content that garnered high interaction before timeline still get people interacting with
timeline? Do the insights from Buddy Media's last data report, "Strategies for Effective Wall Posts:
A Statistical Review"1 still apply?
As Facebook marketing continues to mature, brands and agencies are asking smarter questions
concerning posting strategies. Analysis is a critical part of being able to solidify those strategies.
Instead of implementing a one-size-fits-all approach, marketers are reorganizing internal teams and
social strategies to better meet overall business objectives.
Facebook users interact with you in different ways
and frequencies. Likes ( ) make up approximately
79% of all interaction, while comments ( ) account
for 15% and shares ( ) 6%. depending on your
goal, one of these interactions may be considered
more valuable than another. But each reflects an
important touch point in the conversation with your
audience.
For marketers looking to interact with Facebook users in particular ways, this report serves as
a guide to reach Facebook marketing goals. And for those marketers looking to boost overall
interaction on Facebook, there is plenty of data to help support that initiative. In this report,
you'll learn:
* Best days and times to post on Facebook by industry
* What type of content resonates best with Facebook users
* Posting strategies proven to increase interaction
1 http://bddy.me/effectivewallposts
www.buddymedia.com (c) 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
3

Methodology
Buddy Media analyzed user engagement from
more than 1,800 Facebook pages from the world's
largest brands. data was collected for two months
after all brands were moved to timeline (april 1 -
May 31, 2012).
Key metrics analyzed include the following:
* Like Rate: number of likes divided by number of impressions per post
* Comment Rate: number of comments divided by number of impressions per post
* Share Rate: number of shares divided by number of impressions per post
* Interaction Rate: likes + comments + shares divided by number of impressions per post
Notes:
* All posts with paid impressions were excluded from this analysis.
* Link clicks were not included in the calculation for interaction. Link clicks are not an intra-
Facebook engagement metric and also inflate the interaction rate for for posts containing
links, thus weighing those instances unevenly.
www.buddymedia.com (c) 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
4

When to Post
don't Sleep on the Weekends
There is a tremendous opportunity for brands to increase interaction by posting more on
weekends. The interaction rate for posts on weekends is 14.5% higher compared to weekday
posts, however only 14% of posts are published on Saturdays and Sundays. Facebook fans like to
use the social network when they have downtime, which is why the weekends tend to receive such
high interaction rates.
While Monday and tuesday receive decent
interaction rates, brands should avoid Wednesdays,
when interactions is 7.4% below average.
Best day to post by Industry
The best day to post varies by industry, which is why we looked at a number of different verticals
to find when interaction rates are highest. The following serves as a guideline for the most effective
days to post within 15 different industries. Use it as a starting point to identify the most effective
days of the week to engage your audience.
SUN
SAT
MON
TUE
WED
THU
FRI
20%
10%
0%
% of Brands Posting
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5

Advertising and Consulting: It's a Weekend World
SUN
SAT
TUE
MON
THU
FRI
WED
20%
10%
0%
% of Brands Posting
Advertising and consulting Pages have a big opportunity to leverage the weekend to receive high
interaction rates. Posts on Saturdays and Sundays receive 69% higher interaction, but only 11%
of posts are published on the weekends. Our hypothesis for this trend is that fans of these Pages
predominately have more free time on the weekends, thus they are able to interact more with posts
during this time.
Automotive: post on Weekends to drive More
Interaction
SUN
SAT
MON
TUE
FRI
WED
THU
20
10
0
% of Brands Posting
Weekend posts receive interaction rates 15% higher than weekdays. Most automotive brands,
however are not taking advantage of the opportunity, as only 14% of brand posts are published at
this time. The theory is that fans have more time to research and shop for cars on the weekends.
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6

Clothing and Fashion: You're Looking Good,
thursday
THU
WED
SAT
SUN
MON
TUE
FRI
20%
10%
0%
% of Brands Posting
In the clothing and fashion industry, post interaction steadily increases as the week progresses,
reaching its peak on Thursdays, when interaction rates are 13% above average. Additionally,
Saturdays also show above-average interaction. People may look to plan their weekend outfits and
shopping trips as the end of the week approaches, causing the interaction spike on Thursdays and
Saturdays.
Consumer Packaged Goods: Use the Weekends
and Wednesdays
SUN
WED
MON
SAT
TUE
FRI
THU
20%
10%
0%
% of Brands Posting
Though only 15% of brand posts are published on weekends, interaction rates are highest on
these days. Wednesdays also receive above-average interaction, but CPG Pages should avoid
Thursdays, as interaction is 9% lower on this day. Weekends and Wednesdays may be the days
when fans are most likely to shop for everyday household goods.
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7

Entertainment: entertain Fans on Weekends
SUN
SAT
MON
TUE
WED
THU
FRI
20%
10%
0%
% of Brands Posting
Not surprisingly, entertainment Pages receive higher interaction on the weekends. In fact,
interaction is 20% higher than on the weekdays, with Saturday receiving interaction rates
17% higher than average. The weekends give fans of these Pages time to catch up on
entertainment news.
Finance: Banks close on Sundays, Facebook pages
should not
SUN MON TUE
FRI
THU
WED
SAT
20%
10%
0%
% of Brands Posting
Just because banks typically aren't open on Sundays does not mean finance brands should
ignore fans on this day. While only 4% of finance posts are sent on Sundays, interaction rates are
29% higher on these days. A lazy Sunday is a great time to catch up on financial news before the
workweek starts.
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8

Food and Beverage: Make a Reservation to post on
Weekends
SUN
SAT
MON
TUE
WED
FRI
THU
20%
10%
0%
% of Brands Posting
Though interaction rates are 19% higher than the weekdays, only 18% of posts occur on the
weekends. Many Facebook users may have more time to enjoy food and beverages or dine-out
on the weekends, so interaction is higher as a result of it. Brands are missing a key opportunity for
interaction.
General Retail: No "Monday Blues" for Fans
MON
FRI
SUN
TUE
WED
SAT
THU
20%
10%
0%
% of Brands Posting
Mondays experience the highest interaction rates in the general retail industry, which are 19%
above average. After the weekend is over, fans of general retail Pages turn to Facebook to take
their minds off the week ahead. Posts are spread evenly throughout the workweek in the industry,
so these Pages should post more on Mondays.
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9

Health and Beauty: Sunday and Monday are
Beautiful
SUN MON
SAT
WED
THU
FRI
TUE
20%
10%
0%
% of Brands Posting
Sunday and Monday see the highest interaction rates in the health and beauty industry at 11% and
12% above average, respectively. Saturdays also do well, with interaction rates 6% higher than
average. Tuesdays, however seem to suffer with interaction rates far lower than average, and yet
Tuesday posts make up 17% of all posts during the week. Health and beauty brands, therefore,
should limit Tuesday posts and focus on days with higher engagement.
Nonprofit: Look to Weekends
SUN
SAT
FRI
MON
TUE
THU
WED
20%
10%
0%
% of Brands Posting
The nonprofit industry is another industry that has a lot of opportunity to post on weekends.
Though interaction is significantly higher on Saturdays and Sundays than the rest of the week (to
the tune of 14% higher interaction), the weekends are the least utilized days of the week when
it comes to posting. On weekends, Facebook users have a chance to learn and engage with
nonprofit organizations.
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