The question we ask ourselves every day when managing Facebook pages for clients is how often should we send messages to our fans news feeds through Facebook pages?
Should we post them weekly? Daily? Or even more then that?
To answer this we researched data provided by several Analytics platforms to see how other different Facebook pages do it. We found that the frequency of postings for Media companies were much higher, with better results than Brands. That makes a lot sense because the content of the postings were 'News Worthy'. Brands should typically not post more frequently then once a day, only if its really exceptional news. Some brands maybe should only post every second day, or a couple times a week.
Media companies on the other hand have much more space. They can post different stories even several times a day and still their content will be very engaging.
PR Daily has a very informative article on the what Facebook habits tend to be most effective (PR Daily - The ultimate guide to Facebook). In their article they point out these items as being important to engagement:
1. Best time to post: 8 p.m.-7 a.m.
The analysis showed it was best to post when fans were not at work; between the hours of 8 p.m. and 7 a.m. Post during these "non-busy" hours to increase likes and comments.
2. Best days to post: Wednesdays
Although most of the brands posted regularly throughout the week, it's best to publish on Wednesdays and Sundays to boost engagement.
3. Daily posts: one to two
Quality, not quantity, counts when publishing to your wall. Posting once or twice a day results in a 40 percent higher engagement rate compared with posting more than three times a day.
4. Weekly posts: one to four times
Don't overcrowd users' news feeds with too many posts during the week. Posting one to four times weekly produces 71 percent higher user engagement than five or more posts in a given week for retail brands.
5. Length of posts: 1-40 characters is best
Posts less than 80 characters in length receive 66 percent higher engagement than longer posts. More concise posts—those between one and 40 characters—generate the most engagement. Only 5 percent of all retail brand wall posts are less than 40 characters in length, even though these receive 86 percent higher fan engagement.
Ask questions to get fans talking. Posts with questions generate more
than double the amount of comments than non-question posts.
7. Best structure: fill in the blank
One of the most underutilized post techniques is one of the most engaging. Data shows that brand posts employing the fill in the blank strategy (e.g. I like …) generate comment rates nine times higher than other posts. Less than 1 percent of retail brands use this tactic.
8. Best keywords for deals: "coupons" and "$ off".
When it comes to deals, fans look for a straightforward offer. The top 10 sales keywords were analyzed to determine which receive the most user engagement. Posts containing the words "$ off" and "coupon" receive the highest fan engagement. Posts containing "$ off" receive a 55 percent higher user engagement rate, followed by posts containing the word "coupon," which is 39 percent above the average. Popular words, such as "sale" and "% off," received the lowest fan engagement.
9. Best coupon offer: cash discounts
Fans prefer tangible cash discounts, even if the dollar amount is low. When offering coupons, don't make fans do the math. The data indicates that "$ off" offers generate twice the engagement than "% off." Even small "$ off" discounts—less than $10—receive 17 percent higher engagement than "% off" promotions