FaceBook recently released results from a four moth long internal study about what the best practices for driving brand engagement are. Over the month FaceBook studied 23 brands across six different industries, so their results do seem to have statistical significance.
As far as the content of posts is concerned, the social media agency ought to make posts relevant to the brand but not necessarily about the products the brand makes or sells. Fans already like the brand and are disposed to brand loyalty, so why tell them about something they may already be inclined to purchase? People also do not appreciate feeling like shills, so instead the brand needs to make posts that are interesting and not necessarily sales pitches.
The best advice FaceBook has, though, is about how to push that content. To generate shares the social media agency needs to use photos and videos. People are more inclined to share those than to share text. If comments are the desired goal, then the brand needs to ask questions in the posts. For likes, the social media agency needs to incorporate calls to action, and not necessarily calls to ‘like’ the post.
FaceBook has compiled a PDF of these best practices. The PDF allows the social media agency to download and print up the findings for maximization of a media campaign.
