If you want to use Facebook to grow your business, then you need to understand how to publish updates to your Page that people actually want to read, share, and respond to.
It gets harder every day for businesses to get noticed on Facebook because Page updates don’t get the same “weight” in the algorithm Facebook uses to show updates in users’ Profile streams. Page updates get buried, so you need to drive people to your page through other tactics such as advertising, your email newsletter, your blog, and so on.
You also need to plan your Facebook marketing tactics and posting schedule to increase the level of interaction with your content. Here are some tips to help you do it:
Consider Your Publishing Timing
Research has shown that to increase interaction with your Facebook updates, the best time to post on your Facebook Page is on weekends and off-peak hours (peak is usually defined as between the hours of 9:00 a.m. to 4:00 p.m. Eastern time). Studies have found that the days when the least amount of posts are published are also the days with the highest interaction rates. In other words, your content has less to compete with at those times.
Publishing Frequency Matters
You should publish updates to your Facebook Page as frequently as you want because more posts lead to more interaction according to research data. However, keep an eye on your unsubscribe rates as you increase post frequency. You don’t want to post so frequently that you annoy your audience.
Vary the Types of Posts You Publish
Photos drive the highest levels of interaction, but your Facebook Page timeline shouldn’t be filled with photos and nothing else. Be sure to publish text status updates, video, audio, and links to meaningful and relevant content, too.
Include a Call to Action
Don’t just publish content to your Facebook timeline and hope people will interact with it. You should ask people to share your best posts and comment on them.
Ask Questions
Ask questions in your Facebook posts and ask people to answer them in their own comments. Striking up an engaging conversation is a great way to boost interaction!
Length Affects Interactivity
Studies have shown that longer text Facebook posts have higher interaction rates than shorter updates, so don’t be afraid to tell stories, share information, and provide a lot of details in your Facebook updates.
Facebook Posts Have Lifespans
The lifespan of a Facebook post is very short. Researchers have found that half of the clicks that a Facebook post gets usually happen within the first hour and nearly all clicks happen within the first 9 hours after the post is published. That post you published two hours ago — it’s lifespan is basically over already.
It’s important to point out that Facebook is always changing, so you should use research data cautiously. Every Facebook Page audience is different and only you can determine the best ways to publish content on your Facebook Page to increase interactivity. Analyze your performance reports to determine what kinds of content perform the best and develop a Facebook posting strategy based on that data which will enable you to reach your goals.
Susan Gunelius
Susan Gunelius is the Founder and Editor-in-Chief of Women on Business. She is a 30-year veteran of the marketing field and has authored a dozen books about marketing, branding, and social media, including the highly popular Ultimate Guide to Email Marketing, 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing and is a Certified Professional Career Coach (CPCC).
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