Effective Facebook Wall Posts

As brands increasingly make Facebook a key hub for their marketing and communication strategies, it is crucial to understand what drives engagement.

Recent research data published by Buddy Media indicates the following:

· Less is more! Posts 80 characters or less in length have a 27% higher engagement rate. Yet only 19% of all Facebook posts fall into the category; do yours?

· Engagement rates are three times higher for posts that use a full-length URL. Why? It’s likely the “indicators” one would get from reading a full-length URL are missing in a shortened URL. To still keep the “less is more” philosophy, use a brand-specific URL which still provides some brand indicators.

· Brands that post outside of normal business hours (very early morning, at the end of the work day, or very late at night) have a 20% higher engagement rate.

· Engagement rates on Thursday and Friday are 18% higher than other days of the week. Engagement rates on Saturday fall 18% below average. Data recently revealed by Facebook shows the “happiness index” raises 10% on Fridays.

· Business and Finance Industries specifically experience engagement rates that spike Wednesday and Thursday and decline Friday through Tuesday.

· Fans follow instructions well; the simpler the better. Outright requests to “Like” or “Comment” work most effectively. The top two keywords, “like” and “post” both have positive “comment” and “like” rates.

· Posts that end with a question have a 15% higher engagement rate.

· Keywords “where”, “when”, “would”, and “should” drive the highest engagement rates. “How”, “who”, “what”, “did”, and “why” have the lowest engagement rates, with “why” being the very lowest.

Keep these points in mind when creating content to drive higher engagement and to maximize your brand or organization’s presence on Facebook. And when it comes to Facebook publishing strategies, it is imperative that you keep things simple and in line with your fans' needs.