To begin a dialogue with fans, ask questions. Although retail brand Wall Posts containing questions receive slightly lower overall user engagement (‘likes’ and Comments), this type of Post generates mor e than double the amount of Comments as “non-question” Posts.

Retail brands looking to get fans talking (i.e., increase their Post Comment rates) should use “question” Posts.

Facebook post content

Facebook post content

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Retail brand Wall Posts less than 80 characters in length receive 66% higher engagement than longer Posts. Very concise Posts – those between one and 40 characters – generate highest engagement. Only 5% of all retail brand Wall Posts are less than 40 characters in length, even though these receive 86% higher fan engagement.

Length of posts

Length of posts

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Achieve maximum user engagement by not over crowding users’ News Feeds with too many Posts during the week. Posting one to four times produces 71% higher user engagement than five or more Posts in a given

week for retail brands.

Most effective weekly post frequency

Most effective weekly post frequency

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The research showed that quality not quantity counts when  publishing to your wall. One or two brand posts receive 32% higher “like” rates and 73% comment rates compared to posting 3 or more times a day.

How often should you post every day

How often should you post every day

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The analysis showed that it was best to post during times when fans were not at work and between the hours of 8pm and 7am. So to increase your “likes” and “comments”, post during “non-busy” hours.

Best time to post on Facebook

Best time to post on Facebook

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Facebook is the social network preferred by most businesses when planning and implementing their social media marketing strategy.
Even though Twitter and YouTube are large social media networks, Facebook provides a marketing ecosystem that is multi-media rich and broad. There are literally tens of thousands of apps that can assist business with marketing on Facebook.
Even though it feels like Facebook has been part of our lives forever it must be noted that Facebook “Pages” for Business have only been with us for barely 3 years!

Facebook

Facebook

Business is Still Learning How to Use Facebook
Businesses are still learning the most effective tactics to apply when participating and engaging on Facebook.
The questions often being asked are
1. How often should we post?
2. What type of posts will drive fan engagement?
3. When should we publish our wall updates?
Research by Buddy Media reveals ways to create the most effective engagement for retailers when interacting with their fans on Facebook.
The findings reveal some interesting ways to increase the success of your Facebook marketing.
Even though this research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011, some of the lessons outlined here could be applied to a wide range of business categories.

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