When Facebook announced its most recent algorithm update, it said it wanted to foster “meaningful interactions” — bringing back to the social aspect and conversations, which moved content from a user’s family and friends higher on the newsfeed than that from brands or pages. But it also prioritizes conversations, meaning it is important to incorporate content that invites users to comment, not just read, click ‘like’ and scroll on.
What does that mean for you as a business, trying to use Facebook to increase awareness, website traffic and sales?
It means a need to focus on content and timing that generate engagement, including likes, comments and shares.
Visual content is 40 times more likely to be shared on social media than other types of content. That means photos, videos, infographics, and, yes, even memes.
Give readers a reason to engage and interact by posting questions or asking for feedback or advice. For B2C brands and other retail businesses, contests can be a great way of fostering engagement by offering a random prize drawing for followers who share, comment or tag others.
Engagement can also be encouraged by creating polls or surveys. And while you want to have more than self-promotion in your content, Facebook is also a great place to create and share events, create live videos of product demos, or highlight your services in a Q& A format (text or video-both work).
Timing can also greatly impact the amount of engagement your Facebook content generates. Make a point of researching your own page’s best times for interaction, while also noting some of the points during the day and week when overall Facebook usage and engage peaks. In general, studies show that the best times to get exposure on Facebook tend to be at 1 p.m., 3 p.m. and 9 a.m., Wednesdays through Sundays, though those times also vary depending on the industry.
Some studies show that media companies do best with early morning or evening posts, which B2B businesses see the most traffic around 9 a.m. and between 3 and 4 p.m. (perhaps when business buyers are taking a coffee break away from emails and spreadsheets). Some recommend saving your best content for later in the week, rather than posting it on Mondays and Tuesday that tend to have lower engagement rates.
Want more details on best practices for your business social media strategy? Check out our complete guide to social media for more details on not only Facebook, but also how to use Twitter, LinkedIn, Instagram and YouTube for your business marketing strategy. You can also see how organic Facebook content drive increased awareness and traffic for one small business, without resorting to paid ads and promotion. Download the case study here or schedule a time to talk with us about our social media program designed specifically for the spa industry, with other niche markets in the works.