Facebook page managers are constantly looking for help, asking what to post and when. Luckily, a speaker at the AllFacebook Marketing Conference in New York has the answers. Emeric Ernoult, the CEO and founder of AgoraPulse, laid down six simple tips for page admins who want to find success on the social network.
Ernoult noted that pages are not created equal. Tracking pages with fewer than 1,000 likes, Ernoult found that on average, they reached 22.2 percent of fans and had an engagement rate of 8.7 percent. In contrast, pages with more than 1,000 likes reached only 6.6 percent of their fans, with a 7 percent engagement rate.
So what can pages, regardless of size, do to improve themselves?
Know When To Post
This is one of the most frequently-asked questions, but there’s no magic answer for all brands. Ernoult urged pages to study their audience and test posting at different times, gauging the times where the response is highest. While posting around 10 a.m. every day may work for one page, that won’t necessarily be the same for another.
Know What To Post
Just as different fans will react to posts at varying times, there’s not one magic bullet for the type of content to post, though studies have shown that text-only posts are getting more engagement. Use metrics (such as those provided AgoraPulse) to find out what kinds of content connects best with users and plan your Facebook marketing game around that. Study what gets engagement and what gets reach.
Identify Your Best (And Worst) Performing Content
Just because you like pictures of cute kittens, which spread throughout Facebook like crazy, doesn’t mean that your fans will like pictures of cute kittens. Just as not all pages are created equal, neither are all posts. Ernoult told attendees to study what works, but also what doesn’t. By looking for trends, companies can figure out which stories tend to get more engagement and which ones get flagged as spam or hidden. It helps to analyze both sides of the spectrum.
Qualify Your Fans
Ernoult talked about how the Facebook page is a gold mine for marketers: it’s full of people who have indicated, by liking the page, that they want to learn more about the brand. However, Facebook doesn’t tell you much about the person who has liked your page. Say you own a bike shop. How many of your fans own one of your bikes? If so, which model? Digging a little deeper to learn more about the people who have liked a page can go a long way toward the page-fan connection. Ernoult also suggested using a spreadsheet to serve as a database, so you can see why most of your fans have liked your page.
Identify Your Ambassadors
Ernoult talked about how finding the people who are more than willing to not only like and comment, but share a brand’s message, is key for success:
Once you know that, and you can reach out to them in some way, isn’t that a great way to say, “Hey, we have this ambassador program?” Leveraging those people will create some good.
Spy On The Competition
Football teams prepare for upcoming games by looking at film of the other team’s most recent competition. Facebook page managers can take this same approach by seeing how the fans of your competitors are liking, commenting, and sharing. Several programs offer this capability (including AgoraPulse and PageLever). Checking in on the competition can give pages a solid measuring stick for key metrics such as engagement and people talking about this.
Readers: What other tips do you have to get ahead on Facebook?