CONTENT

CREATION PRESENTED BY

TIM BOSCH, DIRECTOR, STRATEGY AND

PLANNING

JAN 14, 2012

http://likeable.com

http://FB.com/likeablemedia

@likeablemedia

WHAT'S INSIDE Content Strategy

Timing

Consistency

Engagement

Questions?

#likeable

CONTENT

STRATEGY

Engaging content can serve your business

in a variety of ways. It can:

•Set you apart from your competition

•Help establish you as a thought leader

•Stay top of mind with consumers

•Provide the leverage needed to keep

your audience coming back time after

time

#likeable

QUALITY CONTENT

TIMING

TIMING BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG

WHEN you post is just as important was

WHAT you post

Your audience is not active all hours of the

day

You want your content to be seen by the

maximum amount of people

#likeable

TIMING BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG

Do not overwhelm your audience with

content

Post once per day on Facebook, so you

don’t take Newsfeed real estate away from

users’ friends

Test morning posts vs. afternoon posts vs.

evening posts since every community is

different

#likeable

TIP: The best times to engage

users on Facebook are usually

between 11 am – 5 pm

TWITTER TIMING

SAMPLE FACT SOME

HASHTAG

Tweet no more than once an hour

It is safe to tweet throughout the day

without the risk of overwhelming your

audience

#likeable

CONSISTENCY

CONSISTENCY

Plan your content in advance (weekly,

bi-weekly, or monthly)

However, be flexible and adaptable to

quickly add in time-sensitive or

newsworthy content

#likeable

ENGAGEMENT

ENGAGEMENT

SAMPLE FACT SOME

HASHTAG

Content drives fan engagement, page

growth, and traffic

•Every comment or like are broadcast

to users’ friends of friends

•The same occurs with Twitter content

that is enthusiastically retweeted

#likeable

ENGAGEMENT

SAMPLE FACT SOME

HASHTAG

Excellent content is:

•Relevant to your brand and

community’s interests

•Fresh and proactive

•Expressed in different forms (but

mostly visual)

•Available consistently for your

community

#likeable

FACEBOOK CONTENT

SAMPLE FACT SOME

HASHTAG

Facebook content has 4 major

categories of content:

•Photos

•Videos

•Statuses

•Links

•Polls*

*Note: Poll questions are going away

sometime in 2013

#likeable

CONTENT BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG #likeable

Practice Brevity

•Studies show that lengthy

Facebook content goes unread and

discourages action on the part of the

user

•Brief, easily digestible posts make it

easier for users to consume and

interact

SAMPLE FACT SOME

HASHTAG #likeable

Be topical

•Timely posts increase fan excitement,

generate spikes in engagement and

allow for further reach

•Keep an eye out for relevant current

events and don’t forget to post about

holidays if they’re consistent with your

brand voice

CONTENT BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG #likeable

Don’t play hard to get

•Don’t be coy with your call to action

•Be clear and blatantly tell your fans to

“like,” comment, or share your post

•These actions generate reach, since

they’ll end up in their friends’ news

feeds

CONTENT BEST

PRACTICES

ENGAGEMENT BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG #likeable

Engage the engagement

•Fans love to know their favorite brands are

listening, and many social media managers

often overlook this

•Answer questions asked in the comments

section or simply say “Thanks!” Be sure to

tag the fan in your response so the fan is

notified of the special attention

•The fan will often “like” your comment, this

continuing and further boosting your visibility

IMAGE BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG #likeable

Facebook Photos

•Non-Stock Photos

•High-Contrast/High Saturation

•Optimized for Facebook

Dimensions (403 x 403; 841 x 403)

VIDEO BEST

PRACTICES

SAMPLE FACT SOME

HASHTAG #likeable

Facebook Videos

•Use Facebook’s “Highlight” feature to

enhance viewing experience

•Only post videos that are short

(optimally under 90 seconds)

TWITTER BEST

PRACTICES Zero in on trending topics relevant to

your market

Create attention grabbing headlines

Don’t over-use hashtags and keep

them at the end of your tweet

Retweet positive brand mentions

posted by your followers

Ask for the Retweet!

#likeable

Don’t batch your tweets– a steady

cadence is best

Sweet spot is around 4 tweets per day

Periodically revise and repost good

tweets. 99% of your followers will miss

your tweet the first time around

Tweets with under 100 characters had

17% higher engagement

BEFORE YOU PUBLISH

ANY CONTENT…

SAMPLE FACT SOME

HASHTAG #likeable

Double check for typos, errors or any

changes since initial approval of

content

Be 100% sure you are logged into the

correct account

Test any that links in your post are

working

THANK YOU!

Questions? Feedback?

TIM BOSCH, DIRECTOR, STRATEGY AND

PLANNING

http://likeable.com

http://FB.com/likeablemedia

@likeablemedia