By Mikal E. Belicove|For Entrepreneur.com|August 18, 2011
There’s a fine line between a scientific approach to marketing on Facebook and a haphazard shotgun approach. For those of you who prefer not to “point and shoot,” a new study from a San Francisco-based social media strategy firm offers an in-depth analysis of the top 20,000 Facebook Pages and up to a quarter million posts in an effort to determine the most useful posting techniques.
In the just-released report called Engagement and Interaction: A Scientific Approach to Facebook Marketing (link opens a PDF file), Momentus Media. provides answers to the seven most frequently asked questions by Facebook page administrators:
- When’s the best time to post? While weekends and off-peak hours from 2pm to 5am are the times when page admins are least likely to add a new post, those are the posts that receive the highest interaction rates. Thursdays, on the other hand, shoulder the highest number of postings during the week and the lowest interaction rate. And since a high level of postings results in a lower interaction rate from users, it only stands to reason that posting in off-peak hours means you’ll gain more interaction from fans.
- How many times should I post per day? You’d think too many posts would offend your followers but the report suggests frequent posting increases interaction. As you might suspect, fewer posts reduce the chances users will see them. And while unsubscribe rates go up after three posts per day, they level off at higher frequencies. The secret is to find that balance between optimizing interaction and managing unsubscribes, which is going to be different for every business.
- What type of content elicits the most interaction? By far, photos generate the highest interaction rate for the six varieties of content, with…
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