-‐ Avoid creating a Facebook event for every event in your department. Reserve Facebook events and for the most important occasions, as a regular onslaught of event invitations can be off- putting to fans. -‐ When including a link in your post, pay attention to how Facebook pulls a stock image and text from the corresponding web page. Take advantage of the opportunity to manually edit headlines and introduction text. If you are unsatisfied with the image pulled by Facebook, you can upload your own image, or leave your post without an image. -‐ Use the photo description as a place for relevant information. Keep text accompanying photos as brief as possible. Include a link to more information, if applicable, and use a link shortener (bit.ly) to keep long links from overpowering the rest of your post. In a brand study by Track Social including 8,468 posts , photos were said to receive the most engagement.
Introduction: The Basics of Facebook Page Development & Strategy University of Michigan Social Media Forum 8 Aside from types of content, posting frequency, day of the week and time of the day can increase engagement. Industry trends have shown weekend posts and posts before 7am and after 6pm have the highest engagement, however much of the content strategy for pages should be and optimized based on Facebook Insights.
Introduction: The Basics of Facebook Page Development & Strategy University of Michigan Social Media Forum 9 Through competitive analysis, we have found that most universities post sometime between 8am and noon Monday-Friday, and occasionally on the weekends. Several universities post more than once per day, with highest amount of posts on Thursdays. However, in all cases, it is best to try a variety of options to see what performs best with your audience.
Introduction: The Basics of Facebook Page Development & Strategy University of Michigan Social Media Forum 10 Consider creating an editorial calendar that is shared among your page managers (a Google calendar is an easy way to facilitate this) to help you plan what to post and when. This may help you plan ahead for strategic posts about important events and news planned by your department. Leave room for timely posts about holidays and local Ann Arbor and Michigan events, but also remember to take advantage of news or other late- breaking information. Remember that you can also schedule posts ahead of time in accordance with your editorial calendar using the clock icon in the status update box. Take advantage of Facebook Insights. Insights can be a helpful tool with what kinds of posts are popular among your fans, and if certain posts prompt a large upswing in “likes” or "unlikes" on your page. If “unlikes” are consistent, you may be posting too often or on topics that aren't interesting.
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