IMC Digital Guide to Manage

a Business Facebook Page

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INDEX

Subject Page

1. Facebook Success Metrics: 3

2. When To Post 3

3. How Frequent should post? 4

4. What To post 5

5. KISS: Keep it Short and Simple 5

6. Use Fill in the Blank Posts 6

7. All type of posts shall be simple too . 6

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1 Facebook Success Metrics:

1. ‘Like’ Rate: number of ‘likes’ as a percentage of fan base

2. Comment Rate: number of Comments as a percentage of fan

base

3. Engagement Rate: a combination of the above factoring in

fan base size

2 When To Post :

Best Time to Post for Retail Industry: Post When people are

engaged or ready to listen

Sample Case Study:

An overwhelming majority of retail brand Posts (89%) are

published at times when users are traditionally the most “busy” –

between 8 AM and 7 PM (ET). During “non-busy” hours though,

Facebook fans likely have more time to focus on brands’ status

updates, which may be why the data shows fans are 20% more

likely to engage with retail brand Posts made between 8 PM and 7

AM. To generate increased ‘likes’ and Comments, retail brands

should post when fans are listening most, during “non-busy”

hours

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SO you should study the lifestyle of your Audience

It is significant to be aware of the kind of audience you are

targeting .However type of content and posts along with time of

posts may vary from an audience to another. Business and

facebook management tools are recommended to be used to help

you define the best time in which posts to be published

e.g. : Teenagers, kids, mothers, businesspersons

3 How Frequent should post?

It is quality, not quantity.

It’s quality, not quantity, that counts when it comes to retail

brand Wall Posts. Studies indicate that Facebook user

engagement decreases as the frequency of Posts increases during

a given day.

Retail businesses should only consider posting frequently during a

given day if the Posts contain exclusive content – for example,

highlighting a sale that changes throughout the day.

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4 What To post ?

Retail Post Content : Ask Questions to Get Customers Talking

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 more 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.To drive Comments, ask a direct question and ask for the

response. Ask fans to “post,” “comment” or “tell” you something

– fans will listen and respond by commenting.

5 KISS: Keep it Short and Simple

Keep Posts Concise

Our research shows that there is a strong negative correlation

between Post length and engagement for the retail industry – the

longer the Post length, the less engaging fans find it. When

posting, don’t overwrite – concise copy increases readability and

consumption.

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6 Use Fill in the Blank Posts

One of the most underutilized Post techniques is one of the most

engaging. Data shows that retail brand Posts employing the fill in

the blank strategy generate Comment rates nine times higher

than other Post strategies. The data supports that this is a proven

strategy unique to the retail industry, yet less than 1% of r etail

brands are utilizing this tactic.

7 All type of posts shall be simple too | Avoid complicated Wall

Post

While interesting content can be added to Wall Posts in the form

of links, photos and videos, our data indicates that simple Posts

achieve the most engagement for the retail industry. The two

most effective types of retail brand Posts contain a single photo

attachment or use only words. Status-only Posts – Posts only

containing

Words and Photo Posts usually receive higher engagement than

average.

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Thank You

www.imc-digital.com