1) Keep Your Posts Short and Interesting – Keep your Facebook messages less than three lines of text.
Facebook posts with 80 characters or less receive 66 percent higher fan engagement, and posts that are less than 40 characters in length receive 86 percent higher engagement.
Provide valuable and timely information to the readers to build a stronger relationship with resellers, influencers, current and prospective customers.
2) Keep it Simple — Be careful not to create a post that has too many facts, links, photos and videos.
A picture says a thousand words, so if you include a link, photo, or video keep the words to a minimum.
3) Define and Create Posting Categories - These will help you create a posting calendar and ensures that you have a wide variety of posts.
4) Post a Variety of Content
Blog Posts – What’s new and happening at your business or industry. Link to your posts and include a brief description or invite people to view your post.
Photos – In addition to photos from your site, collateral, trade shows. Also include images and logos of your new resellers and businesses.
Press Releases – Let customers know about the updates and improvements you’ve made by including links to your Press Releases or articles about your company.
Videos – Any video about your company should be posted and distributed to video sharing sites. Be sure to include videos on your site and create a YouTube channel, as well.
Educate – Include stats and definitions that pertain to loyalty programs, scavenger hunts, mobile apps, and social media stats in your posts.
Post Events – Not only should you add an events tab, post about it – add some buzz about the event, invite people to stop by. Be sure to link to a blog or press release about the event.
Cross Post – Include links in your social media posts, tweets, and pins. This cross posting draws attention to other social media efforts, encourages likes, shares, follows.
This is a nice example of cohesive cross reference posting. This post links to the company’s blog and includes the same image that is in the post.
5) Talk to “Me” — Even though you want to reach a wide audience, only one person reads your updates at a time. Use personal pronouns and maintain a relaxed, friendly tone.
1st Person; I, me, my, mine, we, us, our, ours
2nd Person; you, your, yours,
6) End Posts With a Question – The best way to get your fans involved is to ask them to get involved by asking their opinion or experience.
7) Call to Action – What do you want your fans to do? If you want them to download an app, tell them to and give them the tools to do so. Include a link or a QR Code. If you want them to visit you at a booth, tell them what booth you are at. Give them contact information; make it easy for them to take that step …
Sharing and commenting get more points on Facebook’s Edge Rank Algorithm which improves your placement in search results.
You don’t always need a call to action, but when you want them to do something, tell them, ask them and make it easy for them.
Include these types of phrases: Click like if you agree?
8) Use Eye-Catching Images – Images should be 300 x 300 and should be high quality and look great in the full size and a smaller version. Don’t forget that images are posts and should follow the same rules, for example, when you post a picture of a new business, be sure to include the business name, location and include a call to action or ask a question.
This is a nice example of the use of a picture and the use of an image, the use of a brief description and a call to action that solicits responses. Unfortunately, they never gave us the answer to the question they posed.
9) Add Links – If links are good, topical, and regular, you’ll have friends clicking on them and leaving comments and likes. Don’t use a shortened URL. Studies show that click through rates are three times higher for wall posts that use the full-length URL. Use full URLs and let users know exactly where they’re going when they click a link.
These are two examples of great use of stats, images and links.
10) Respond/Interact – Interact and respond with your facebook fans.
If someone comments on a post, shares or likes a post, respond to the comment by saying thanks or adding additional information or fun fact.
If someone asks a question, be sure to answer it or give him or her what was requested.
Acknowledgement is polite and personal and takes your Facebook posts to a new level.
11) Timing is Everything – You may not know this, but the time you post is important! It makes sense because Facebook users are continually posting updates throughout the day and as a result if your users are not on Facebook at that time, your post may move to the next page of the user’s wall or ticker.
According to Buddy Media if you are going to skip posting, Wednesday would be the day to take a break. Don’t forget to post on Sundays! Save up a post or two and take a moment or assign someone to create the Sunday post.
Experts have a variety of data on the best time to post, many say noon (EST) or between 6pm and 9pm, others say 9pm to 10pm. The best thing to do is to experiment and use page analytics and your own analysis of your posts to determine the best time to post. The key is determining when your posts will get the most results and add it to your schedule.
12) Post Regularly –Don’t bombard fans with too many posts. Stats show that businesses that post two to three times a day have greater responses than those that do more than four posts a day.
Determine a schedule and stick to it.
If you are posting new customers or new businesses, this rule can be broken, especially if it is updated automatically. If in the beginning you overload your followers a bit this is a good thing because you want to cause a buzz and back links to articles, blogs, your site and more, but you may need to reign in on your posting and post by city, state … or another demographic available in Facebook’s APIs.
Be consistent, if the assigned Social Marketer is out that day, they should have a list of posts that others can use in their absence.
13) Go Mobile – Consider that 64% of Facebook posts are now seen on a mobile app, so be sure to view your photos and icons from a mobile phone.
14) Post Inventory – Create a spreadsheet or a mechanism to create a back inventory of posts, this will ensure that you can keep posting regularly and stick to your schedule. Be sure to include a name and category and update your calendar with the information.
15) Post Calendar – Create a calendar or purchase a post planning program, such as Post Planner to keep track of your Facebook Posts.
One way to ensure that you have a wide variety of posts is to create post categories and post briefs (or names). Include vital information in this calendar, such as date/time posted, number of likes, number of shares, comments, and post type.
This may seem like an overkill, but with just a little effort, you and your team can create a cohesive, interesting and diverse posting routine. It will also help you understand what posts are most effective.
Be sure to include in your calendar, the liking and commenting of other businesses, organizations and customers’ walls.
16) Create/Use Facebook’s Milestones Feature – One of the new features in Facebook is that you can add a milestone to the timeline. This means you can add a status update and date it for anytime in the past. Those of you who like to think ahead, be aware, you can’t add a Milestone to a future date!
Milestones are created as a highlighted post spanning the width of your whole page with a flag icon marking it as a special post.
Facebook forces you to use default values for your first milestone, such as launch, start, or founded; after that you can create your own. I suggest, new businesses, number of apps downloaded, events, hires, etc.
The images you use must be high quality because they are larger than the typical wall posts.
17) Measure – Use Facebook Insights to determine the success of your Facebook posts. Programs like hootsuite allow you to measure, also add analytics to your site(s) and track clicks through from Facebook and if you have a sign up page or more info page, this should be set as a goal and monitored as well.
18) Automated Posts – There should be a number of automatic posts, such as:
Business that have signed up (make sure that they have given you permission in your Terms and Services and Privacy Policies).
Businesses reward offerings & promotions
Use the Facebook API to target (and limit) automated posts.
You can target both in the API and with posts using Facebook’s connections targeting.
19) Follow and Be Followed – Ask people to like you at every opportunity you can, otherwise your posts will go unread. This means on site widgets, blog posts, emails, etc …
Like your business owners’ Facebook pages and ask them to like yours. Tell them that your posts will provide valuable updates; information and news that will help them promote the rewards program and their business.
Follow groups, magazines, associations, authors, and organizations that are “up” on your industry or are considered industry influencers.
Tell us what do you think.
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