Facebook

Producing Facebook Posts That Actually Work

Marketers who have invested any time in Facebook know that it can under perform quite spectacularly when you don’t know what you’re doing. Conversion rates from social networks average in at only 0.71 percent according to research by Monetate. Compare that with 1.95 percent for search, and 3.19 percent for email, and it starts to look a bit pathetic.

 

Of course, anybody who’s done any real conversion rate optimization knows that rates over 5 percent are well within reach for any medium in most industries. Facebook’s paltry click-through and exposure rates follow similar rules. The problem is, most marketers just don’t know what they’re doing when it comes to Facebook.

Here’s the number one secret: it’s not your blog post that goes viral on Facebook, it’s the Facebook post itself.

To maximize the number of clicks, as well as the number of people who end up seeing the post to begin with, you need to recognize a few things:

  1. Stop posting links. It’s a waste of time. Post images with links in the text field. Images are much more likely to go viral, and Facebook’s EdgeRank algorithm favors images more than anything else.
  2. The image is everything, but it doesn’t have to be expensive. Captioned images a la LiveMeme and SomeEcards often do better than things that are overproduced anyway.
  3. Focus on images that make an emotional impact, in particular images that evoke humor and awe. Intense positive emotions are generally best, though anger and fear can work. Sadness, however, does not.
  4. Give context for the image in the text field with something short and targeted. This is your CTA to read the blog post, so make the most of it, and be specific.
  5. People are more likely to share something if it makes them look better to others, or in some way helps define who they are. If you remember one thing, it’s that people share things to communicate. Your image and its accompanying text should convey a message that your users will want to convey to others.

Now, a lot of marketers also advise carrying on a conversation with your audience, and to some extent we agree, but there is a danger of taking this too literally. For the most part, you should respond only to questions and criticisms. Responding to every comment with “thanks” gets tiring on both you and your readers.

Most of your “networking” should actually be done with influencers, because the reality is that most people don’t use Facebook as a tool for communication beyond social sharing and the occasional comment. Various studies have verified this. Focus your relationship building on people who have engaged audiences of their own and you will get much farther.

Keep in mind that Facebook is not a destination all its own. Your ultimate goal should be to get fans onto an email list, where they will actually see all of your posts, and conversions get easier.

Don’t waste another day on Facebook posts that don’t send traffic. Focus on posts that grab people’s attention and command to be shared.

Image Source: scm-l3.technorati.com/10/08/04/15751/online-business-networking1.jpg

Original Source: http://www.localsurgemedia.net/social-media-1/facebook

January 9, 2015

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