Tier10 Whitepaper: Facebook Posting for Your Brand

FACEBOOK POSTING
Tier10.com
October 2013

TABLE OF CONTENTS
01
OVERVIEW
WHAT EXACTLY SHOULD I POST?
POST TYPES
POST LENGTH & FREQUENCY
BEST DAY OF WEEK TO POST BASED ON INDUSTRY
BEST TIME OF DAY TO POST
USING HASHTAGS
PROMOTED POSTS
SCHEDULING POSTS
MEASUREMENTS & ANALYTICS
CHART (A): MEASUREMENTS & ANALYTICS
CHART (B): MEASUREMENTS & ANALYTICS
OTHER HELPFUL HINTS
02
03
04
07
08
09
10
11
12
13
14
15
16
Facebook Posting · October 2013

OVERVIEW
POSTING REGULARLY FROM YOUR BUSINESS PAGE
IS IMPORTANT FOR MAINTAINING YOUR BRAND’S
REPUTATION.
There are over 1 billion monthly active Facebook users — 58% of
which return daily — and through your page, you have the ability
to connect with these people. Use Facebook as a tool for brand
positioning and raising consumer awareness. Do this through the
type of content you choose to share and the types of interaction
you promote with your audience.
BY USING FACEBOOK AS A MARKETING TOOL, YOU
HAVE THE ABILITY TO EDUCATE, GUIDE AND ENGAGE
THE CONSUMER.
Use the following white paper to get the most out of your brand’s
Facebook page by learning Posting 101.
02 Facebook Posting · October 2013
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WHAT EXACTLY SHOULD I POST?
POST ENGAGEMENT
· There are EIGHT different types of posts: standard, photo, link,
video, event, photo album, milestone, and highlighted
post. (see next page for examples)
· Photos receive a higher number of Likes, Comments and
Shares on average.
· Posts that include calls to action see interaction rates of
48% higher than average.
· Posts that use the word “win” receive a 46% higher
interaction rate.
· Posts that use the word “winner” receive a 68% higher
interaction rate.
· Posts that use the word “giveaway” receive a 42% higher
interaction rate.
03
LIKE PERCENTAGE
0.2%
0.1%
0.0%
0.3%
PHOTO TEXT VIDEO LINK
COMMENT PERCENTAGE
0.02%
0.01%
0.00%
0.03%
SHARE PERCENTAGE
0.04%
0.02%
0.00%
0.06%
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POST TYPES
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STANDARD POST PHOTO
LINK
PHOTO ALBUM

POST TYPES
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EVENTVIDEO

POST TYPES
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MILESTONE HIGHLIGHTED POST

POST LENGTH & FREQUENCY
HOW MANY CHARACTERS?
· Posts with 80 characters or less receive 23% higher
interaction rates than longer posts.
· Try not to go over 120 characters per post.
HOW OFTEN?
· Post twice a day, maximum.
· Posting more than twice per day reduces engagement
by 40% and risks unsubscribes or unlikes.
· We recommend a minimum of one post per week to
stay top of mind and relevant.
· Posting 1-4 times a week produces 71% higher use
engagement than posting 5+ times per week.
07
1-4 POSTS/WEEK5+ POSTS/WEEK
1-2 POSTS/DAY3+ POSTS/DAY
“LIKE” RATE “COMMENT” RATE
USER ENGAGEMENT RATES
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BEST DAY TO POST BASED ON INDUSTRY
AUTO INDUSTRY DRIVES MORE INTERACTION
ON THE WEEKENDS
· Posts from the automotive industry on the weekend
receive interaction rates 15% higher than weekdays.
· However, only 14% of automotive-related brand
pages post at this time.
INTERACTION RATES
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BEST TIME OF DAY TO POST
WHAT TIME?
· Generate your posts between the hours of 8 p.m. and 7 a.m.
· These posts receive 20% more user engagement.
· Having your posts published during these late hours allows
for more visibility. During peak share times (business hours,
especially lunchtime), content will quickly get pushed to the
bottom of your subscribers’ News Feeds.
· Keep in mind that Facebook users spend 40% of their time
on their News Feed.
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FACEBOOK HASHTAGS
GENERAL GUIDELINES FOR USING HASHTAGS
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Join the live conversation.
Join the conversation as it’s happening to get your brand noticed.
Be relevant.
Be sure your hashtag actually relates to the theme or topic of your
post. Otherwise, it won’t belong in the conversation.
Watch the length.
Long hashtags are hard for people to read and are not likely to be used
by other people or brands.
Watch the number.
Avoid using too many hashtags in one post.
Incentivize.
Encourage your fan-base to share your content by offering discounts or
special offers to anyone who uses your hashtag.
Content is key.
As always, your post will only be successful if you’re sharing quality
content. Keep sharing the type of content that has been successful.
Think about all your campaigns.
Hashtags can be used in video or print advertising to encourage one
large conversation. Intregrate your strategy across all mediums.

PROMOTED POSTS
11
PAYING FACEBOOK TO PROMOTE YOUR POSTS
INCREASES YOUR REACH AND CHANCE OF
PLACEMENT IN YOUR SUBSCRIBERS’ NEWS FEEDS.
Promoting a post “bumps” it higher than it would otherwise appear
in your audience’s News Feeds. It also increases the chances the
friends of your fans will see the post (given that your fans like,
comment or share the post).
HOW TO PROMOTE YOUR POSTS:
1. Create a new post or select an existing post on your page.
2. Select your budget from the “Promote” dropdown menu.
3. Save and then track insights by clicking on the “Promote”
button at the bottom of the promoted post.
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SCHEDULING POSTS
12
CREATE YOUR POSTS IN ADVANCE AND SET
THE EXACT DAY AND TIME YOUR POST WILL BE
PUBLISHED BY USING A SCHEDULING TOOL.
You can schedule your page posts on Facebook by following the
steps seen below:
· Click on the clock icon in the lower left of the sharing tool.
· Choose the year, month, day and hour you’d like your
post to be published.
· Click “schedule.”
To view all your scheduled posts, go to the “Edit Page” drop-down
menu and select “Use Activity Log”
To schedule more than one post at a time, look into third-party sites
like Hootsuite, Sprout Social or Social Dealer.
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13
CHECKING YOUR INSIGHTS REGULARLY CAN
HELP YOU UNDERSTAND WHAT TACTICS ARE
WORKING BEST FOR YOUR PAGE.
Page insights can help you learn specifically what times your
audience is most engaged and with what types of posts.
TO VIEW INSIGHTS, CLICK ON THE “SEE ALL” OPTION
LOCATED IN THE LOWER LEFT OF YOUR ADMIN PANEL.
Either view your insights through Facebook or use the “Export”
option in the top right corner.
When exporting your data, you have the following options:
· The date range of the data you would like to see for your page
· Whether you would like to export the data to an Excel file (.xls)
or a CSV file (.csv)
· The type of data you’d like to see (Select “Page level data” for
data about your page, and select “Post level data” to see data
on each of your specific posts.)
See charts on Pages 14 & 15
See All
Click here to see
all of your insights.

14
UNDERSTANDING PAGE INSIGHTS:
PEOPLE TALKING ABOUT THIS?
23,080 26.04%
WEEKLY TOTAL REACH?
9,502,947 26.04%
TOTAL LIKES?
887,200 2.35%
FRIENDS OF FANS?
243,805,377 2.35%
Total Reach
The number of unique people
who have seen any content
associated with your Page
(including any ads or sponsored
stories pointing to your page) in
the last seven days.
People Talking About This
The number of unique
people who have created
a story about your Page
in the last seven days.
Friends of Fans
The number of unique
people who are friends
with your fans, including
your current fans.
Total Likes
The number of
unique people who
like your page.

15
UNDERSTANDING POST INSIGHTS:
FEB 7 FEB 14 FEB 21
POSTS
Number of posts: The size of the bubbles represents
the number of posts your Page published each day.
People Talking About This: The number of unique people who have created a
story about your Page in the 2 days leading up to each date shown on the chart.
Total Reach: The number of unique people who have seen any
content associated with your page (including any ads or sponsored
stories pointing to your Page) in the 7 days leading up to each date
shown on the chart.
PEOPLE TALKING ABOUT THIS WEEKLY TOTAL REACH

HELPFUL HINTS
16
THE FOLLOWING OPTIONS ARE AVAILABLE TO
YOU AFTER YOU’VE PUBLISHED YOUR POSTS
ADDING A MILESTONE
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Pin to Top
If pinned to top, this post will stay at the top of your page for 7 days.
Change Date
Use this to change the date and time of when your post was
published.
Highlight
“Highlight” your post, and it will automatically become larger and more
visible by spanning the width of your page.
Reposition Photo
Use this tool to ensure your image is as appealing as possible.
Hide
Hide posts from your page that may no longer be relevant or are not
engaging fans.
Milestones
Add a milestone to your page to highlight important moments in your
brand’s history. You can add milestones as they occur or you can add
past events by scrolling through your page’s timeline.
Tagging
Tagging other brand pages is great way to build your presence. Just use
the @ symbol and start typing the brand’s name.

SOURCES
17
Pages 3, 7 & 9
SalesForce.com (Formerly Buddy Media)
Page 8
LinchPinSEO
Pages 11 - 16
Facebook.com
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Tier10 Whitepaper: Facebook Posting for Your Brand

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Tier10 Whitepaper: Facebook Posting for Your Brand