buddymedia: strategies for effective facebook wall posts

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Great study by BuddyMedia on when, and what to post on brand facebook pages.

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Page 1: Buddymedia: Strategies for effective facebook wall posts

DATA REPORT

Page 2: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected]

Table of Contents

I Introduction and Methodology…Page 3

II Post Length: Keep It Short and Sweet…Page 4

III URL Shorteners: Think Twice before Using Them…Page 4

IV Best Time to Post:�1PTU�8IFO�1FPQMF�"SF�-JTUFOJOHy1BHF��

V Best Day to Post: Determine Yours…Page 6

V-i Entertainment Industry:�%PO�U�0WFSMPPL�UIF�8FFLFOEy1BHF��

V-ii Media Industry:�"WPJE�UIF�.POEBZ�/PJTFy1BHF��

V-iii Retail Industry:�5BLF�B�-PPL�BU�4VOEBZ �5IJOL�5XJDF�CFGPSF�1PTUJOH�

on Friday…Page 8

V-iv Automotive Industry: Sunday Is Your Friend…Page 8

V-v Business and Finance Industry: Engagement Peaks Midweek…Page 9

V-vi Fashion Industry: Engagement Peaks on Thursday…Page 9

V-vii Food and Beverage Industry: Engagement High Midweek and

Saturday…Page 10

V-viii Healthcare and Beauty Industry:�-PPL�BU�5IVSTEBZy1BHF���

V-ix Sports Industry: Post More on Sunday…Page 11

V-x Travel and Hospitality Industry:�-PPL�5PXBSET�UIF�&OE�PG�UIF�

Week…Page 11

VI Action Keywords:�'BOT�'PMMPX�*OTUSVDUJPOT�8FMMy1BHF���

VII Promotional Keywords:�i4PGUFS�4FMMw�,FZXPSET�3FTPOBUF�#FTUy1BHF���

VIII Question Placement:�"TL�2VFTUJPOT�BU�UIF�&OEy1BHF���

IX Interrogative Keywords:�%PO�U�"TL�8IZ��"TL�8IFSF �8IFO �8PVME���4IPVMEy1BHF���

X Conclusiony1BHF���

Page 3: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 3

Introduction

.PSF�UIBO����CJMMJPO�QJFDFT�PG�DPOUFOU�XFC�MJOLT �OFXT�TUPSJFT �CMPH�QPTUT �OPUFT �QIPUP�BMCVNT �FUD��BSF�shared on Facebook each month.1

"OE�JG�ZPV�SF�JOWPMWFE�XJUI�PS�MFBEJOH�ZPVS�CSBOE�PS�PSHBOJ[BUJPO�T�'BDFCPPL�QSFTFODF �ZPV�WF�VOEPVCUFEMZ�faced questions such as:

� `�8IFO�TIPVME�XF�QPTU �"OE�IPX�PGUFO

� `���"SF�UIFSF�DFSUBJO�XPSET�PS�DPOUFOU�UIBU�XJMM�HFOFSBUF�UIF�IJHIFTU�SFTQPOTF

� `���8IFO�BSF�QFPQMF�FOHBHJOH�XJUI�PVS�DPOUFOU

8F�IFBS�ZPV�MPVE�BOE�DMFBS �BOE�UIBU�T�XIZ�XF�WF�EFWFMPQFE�UIF�NPTU�DPNQSFIFOTJWF�EBUB�SFQPSU�PO�UIJT�UPQJD�UP�HVJEF�ZPVS�'BDFCPPL�8BMM�QVCMJTIJOH�FGGPSUT��4IPXJOH�VQ�JO�UIF�'BDFCPPL�/FXT�'FFE�JT�DSVDJBM�UP�'BDFCPPL�QVCMJTIJOH�FGGPSUT �BOE�UIJT�SFQPSU�XJMM�QSPWJEF�ZPV�HVJEBODF�PO�IPX�UP�EP�KVTU�UIBU �BOE�NPSF�

1��i1SFTT�3PPN��4UBUJTUJDT�w�'BDFCPPL����"QSJM��������IUUQ���XXX�GBDFCPPL�DPN�QSFTT�JOGP�QIQ TUBUJTUJDT�

Methodology

"MM�'BDFCPPL�1PTUT�NBEF�WJB�UIF�#VEEZ�.FEJB�1MBUGPSN�CZ�B�TBNQMF�TJ[F�PG�����#VEEZ�.FEJB�DMJFOUT�XFSF�BOBMZ[FE�GPS�B�UXP�XFFL�QFSJPE�+BOVBSZ��� ������'FCSVBSZ��� ��������A-JLFT��BOE�$PNNFOUT�NBEF�UP�UIFTF�1PTUT�XFSF�BMTP�BOBMZ[FE��

5IJT�TBNQMF�TJ[F�SFQSFTFOUT�UIF�XPSME�T�MBSHFTU�CSBOET�JO�UIF�FOUFSUBJONFOU �NFEJB �SFUBJM �BVUPNPUJWF �CVTJOFTT�BOE�mOBODF �GBTIJPO �GPPE�BOE�CFWFSBHF �IFBMUIDBSF�BOE�CFBVUZ �TQPSUT�BOE�USBWFM�BOE� IPTQJUBMJUZ�JOEVTUSJFT��

Three primary success metrics were reviewed in relation to Wall Posts:

� `�Comment Rate: number of Comments as a percentage of fan base

� `�� ‘Like’ Rate:�OVNCFS�PG�AMJLFT��BT�B�QFSDFOUBHF�PG�GBO�CBTF

� `�� Engagement Rate:�B�DPNCJOBUJPO�PG�UIF�BCPWF�GBDUPSJOH�JO�GBO�CBTF�TJ[F

"MM�BOBMZTJT�JO�SFGFSFODF�UP�QPTU�UJNJOH�BOE�TDIFEVMJOH�JT�CBTFE�PO�&BTUFSO�4UBOEBSE�5JNF�&45�

Page 4: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 4

0VS�SFTFBSDI�TIPXT�UIBU�UIFSF�JT�B�TUSPOH�OFHBUJWF�DPSSFMBUJPO

CFUXFFO�QPTU�MFOHUI�BOE�FOHBHFNFOU �JOEJDBUJOH�UIF�MPOHFS�UIF�QPTU�MFOHUI �UIF�MFTT�FOHBHJOH�GBOT�mOE�JU��5IJT�mOEJOH�TVQQPSUT�UIF�USBEJUJPOBM�CFTU�QSBDUJDF�UIBU�DPODJTF�DPQZ�JODSFBTFT�SFBEBCJMJUZ�BOE�DPOTVNQUJPO��1PTUT�CFUXFFO�POF�BOE����DIBSBDUFST�IBE �PO�BWFSBHF �B�����IJHIFS�FOHBHFNFOU�SBUF �ZFU�POMZ�BDDPVOUFE�GPS�����PG�BMM�1PTUT�

Post Length:Keep It Short and Sweet

URL Shorteners: Think Twice before Using Them

%FTQJUF�UIF�QPQVMBSJUZ�PG�63-�TIPSUFOFST �PVS�SFTFBSDI�SFWFBMFE�UIBU�FOHBHFNFOU�SBUFT�XFSF�UISFF�UJNFT�IJHIFS�GPS�1PTUT�UIBU�VTFE�B�GVMM�MFOHUI�63-��5IJT�JOTJHIU�JOEJDBUFT�UIBU�UIF�VTF�PG�63-�TIPSUFOFST�OFHBUJWFMZ�BGGFDUT�VTFS�FYQFSJFODF��8IZ �*U�T�MJLFMZ�

CFDBVTF�UIF�iJOEJDBUPSTw�B�VTFS�OPSNBMMZ�HFUT�GSPN�SFBEJOH�UIF�UFYU�JO�B�GVMM�MFOHUI�63-�BSF�NJTTJOH�XJUI�B�TIPSUFOFE�63-��

'PS�FYBNQMF �JOTFSUJOH�XXX�CVEEZNFEJB�DPN�JOUP�B�1PTU�DMFBSMZ�JOEJDBUFT�UP�UIF�VTFS�UIBU�DMJDLJOH�PO�UIJT�MJOL�XJMM�UBLF�UIFN�UP�UIF�#VEEZ�.FEJB�XFCTJUF��8JUI�B�TIPSUFOFE�63-�MJLF�IUUQ���UJOZVSM�DPN�ZIMX�D��UIFSF�JT�OP�JOEJDBUJPO�UP�UIF�VTFS�XIFSF�UIJT�MJOL�XJMM�EJSFDU�UIFN �TP�UIFZ�BSF�MFTT�MJLFMZ�UP�FOHBHF�XJUI�JU��*G�ZPV�EP�OFFE�UP�TIPSUFO�B�63- �USZ�B�CSBOE�TQFDJmD�TIPSUFOFS�

)PXFWFS �FBSMJFS�mOEJOHT�SFWFBMFE�UIBU�MPOH�1PTUT�IBWF�MPXFS�FOHBHFNFOU��4P �IPX�EP�ZPV�VTF�B�63-�JO�ZPVS�1PTU�XIJMF�TUJMM�LFFQJOH�UIF�1PTU�TIPSU �6TF�B�CSBOE�TQFDJmD�63-�TIPSUFOFS �GPS�FYBNQMF �IUUQ���CEEZ�NF��'�. �XIJDI�TUJMM�BMMPXT�GPS�TPNF�CSBOE�JOEJDBUPST�

Engagement rates are 3 times higher��GPS�1PTUT�UIBU�VTFE�B�GVMM�MFOHUI�63-�

Posts ���DIBSBDUFST�PS�MFTT�JO�MFOHUI have ����IJHIFS engagement rates.

Page 5: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 5

"QQSPYJNBUFMZ�����PG�1PTUT�XFSF�QVCMJTIFE�GSPN����".�UISPVHI���1. �JOEJDBUJOH�CSBOET�BSF�NPTU� BDUJWF�XJUI�UIFJS�1PTUT�EVSJOH�DPSF�CVTJOFTT�IPVST�&45���"GUFS���1. �UIF�OVNCFS�PG�QVCMJTIFE�1PTUT�TUFBEJMZ�EFDSFBTFE�

)PXFWFS �CSBOET�UIBU�QPTUFE�PVUTJEF�PG�CVTJOFTT�IPVST�FBSMZ�NPSOJOH �BU�UIF�mOJTI�PG�UIF�XPSL�EBZ�BOE�MBUF�BU�OJHIU�IBE�FOHBHFNFOU�SBUFT�BQQSPYJNBUFMZ�����IJHIFS�UIBO�BWFSBHF�

5IJT�SFnFDUT�UIF�JNQPSUBODF�PG�IBWJOH�B�1PTU�BQQFBS�BU�UIF�UPQ�PG�GBOT��/FXT�'FFET�EVSJOH�UIF�UJNFT�PG�EBZ�UIFZ�BSF�NPTU�MJLFMZ�DIFDLJOH�UIFJS�'BDFCPPL�1BHFT��#Z�QPTUJOH�XJUIJO�CVTJOFTT�IPVST �CSBOET�NJTT�UIF�DSJUJDBM�PQQPSUVOJUZ�UP�HFU�UIF�WJTJCJMJUZ�UIFZ�OFFE�GPS�NBYJNVN�FOHBHFNFOU��4P �TDIFEVMF�1PTUT�UP�BQQFBS�FBSMZ�JO�UIF�NPSOJOH�PS�MBUF�BU�OJHIU��%PO�U�QVCMJTI�1PTUT�TJNQMZ�CFDBVTF�ZPV�SF�JO�GSPOU�PG�ZPVS�DPNQVUFS�

Best Time to Post: 1PTU�8IFO�1FPQMF�"SF�-JTUFOJOH

Brands that posted outside of business hours had�����IJHIFS�engagement rates.

0%

Engagement Rate Variance % of Brand Posts

Page 6: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 6

0VS�SFTFBSDI�SFWFBMFE�UIBU�����PG�1PTUT�BSF�QVCMJTIFE�CFUXFFO�.POEBZ�UISPVHI�'SJEBZ �XJUI�VTFS�FOHBHFNFOU�PO�UIFTF�1PTUT�QFBLJOH�PO�5IVSTEBZ�BOE�'SJEBZ����(FOFSBMMZ�TQFBLJOH �UIBU�NFBOT�UIF�CFTU�UJNF�PG�UIF�XFFL�UP�QPTU�JT�UPXBSET�UIF�FOE�PG�UIF�XFFL���5IJT�mOEJOH�DPJODJEFT�XJUI�EBUB�SFDFOUMZ�SFWFBMFE�CZ�'BDFCPPL�TIPXJOH�UIBU�UIF�i)BQQJOFTT�*OEFYw�PO�'BDFCPPL�TQJLFT�CZ�����PO�'SJEBZ�1

&OHBHFNFOU�SBUFT�GBMM�BQQSPYJNBUFMZ������CFMPX�BWFSBHF�GPS�1PTUT�QVCMJTIFE�.POEBZ�UISPVHI�8FEOFTEBZ �XJUI�FOHBHFNFOU�SBUFT�PO�4BUVSEBZ�CFJOH�����CFMPX�BWFSBHF��)PXFWFS �FOHBHFNFOU�SBUFT�VMUJNBUFMZ�WBSZ�by industry.

1��i(SPTT�/BUJPOBM�)BQQJOFTT�w�'BDFCPPL����"QSJM��������IUUQ���BQQT�GBDFCPPL�DPN�HOI@JOEFY��

Best Day to Post: Determine Yours

THURS FRI

SUN

MON TUESWED

SAT

`�5IF�MFTT�QFPQMF�XBOU�UP�CF�BU�XPSL �UIF�NPSF�UIFZ�BSF�PO�'BDFCPPLþ

`���6UJMJ[F�UIF�nFYJCJMJUZ�PG�QSF�TDIFEVMFE�1PTUT�UP�DPNNVOJDBUF�UP�GBOT�XIFO�UIFZ�BSF�NPTU�FOHBHFE�� ������"OE�TP�ZPV�EPO�U�IBWF�UP�XPSL�PO�UIF�XFFLFOEþ

`�� Engagement rates on Thursday and Friday are ����IJHIFS than other days of the week.

`���5BLF�JOUP�DPOTJEFSBUJPO�ZPVS�JOEVTUSZ�XIFO�EFUFSNJOJOH�QPTUJOH�TDIFEVMF���

Page 7: Buddymedia: Strategies for effective facebook wall posts

DATA REPORT

A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY:

STRATEGIES FOR EFFECTIVE

FACEBOOK WALL POSTS

Page 8: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected]

Table of Contents

I Introduction and Methodology…Page 3

II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4

III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5

IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6

V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7

VI Retailer Ideal Post Length: Keep Posts Concise…Page 8

VII Retail Post Content:�"TL�2VFTUJPOT�UP�(FU�$VTUPNFST�5BMLJOHy1BHF��

VIII Retail Post Structure:�6TF�'JMM�JO�UIF�#MBOL�1PTUTy1BHF���

IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase

Fan Engagement…Page 11

X Coupon Offers: Don’t Make Customers Do the Math…Page 12

XI Retail Post Attachments: ,FFQ�1PTUT�4JNQMFy1BHF���

XII Conclusion…Page 14

XII Appendix: Study Parameters…Page 14

Page 9: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 3

Introduction

;OPZ�Z[H[PZ[PJHS�YL]PL^��WV^LYLK�I`�)\KK`�4LKPH��PZ�KLZPNULK�ZWLJPÄJHSS`�[V�OLSW�YL[HPS�IYHUKZ�SLHK�� maximize and leverage their Facebook presences to connect with consumers. This study tracks the key

]HYPHISLZ�[OH[�PUÅ\LUJL�[OL�WLYMVYTHUJL�VM�YL[HPS�IYHUK�7VZ[Z��0U�WHY[PJ\SHY��^L�MVJ\Z�VU�[OL�[^V�]HYPHISLZ�VM�most concern to retail brands:

� `�WHEN retailers should post, and

� `�� WHAT content to post.

;OL�ÄUKPUNZ�OPNOSPNO[�RL`�Z[YH[LNPLZ�YL[HPS�IYHUKZ�JHU�PTWSLTLU[�^OLU�WVZ[PUN�[V�[OLPY�>HSSZ�PU�VYKLY�[V�Z[H`� VU�[OL�[VW�VM�[OL�-HJLIVVR�5L^Z�-LLK��Z\JO�HZ�^OLU�[V�WVZ[��OV^�MYLX\LU[S`�[V�WVZ[�HUK�OV^�ILZ[�[V�incorporate attachments.

;OL�KH[H�HUK�7VZ[�Z[YH[LNPLZ�PU�[OPZ�Z[H[PZ[PJHS�YL]PL^�HYL�ZWLJPÄJ�[V�[OL�YL[HPS�PUK\Z[Y �̀

Methodology

)\KK`�4LKPH�HUHS`aLK�\ZLY�LUNHNLTLU[�VM�-HJLIVVR�>HSS�7VZ[Z�MYVT�ULHYS`�����VM�[OL�^VYSK»Z�SHYNLZ[�HUK�TVZ[�WYLZ[PNV\Z�YL[HPS�IYHUKZ�K\YPUN�H�ZP_�TVU[O�WLYPVK�MYVT�1HU\HY`���[OYV\NO�1\UL�����������;OYLL�WYPTHY`�Z\JJLZZ�TL[YPJZ�^LYL�YL]PL^LK�PU�YLSH[PVU�[V�YL[HPS�IYHUK�>HSS�7VZ[Z�

Success Metrics:

� `�‘Like’ Rate: U\TILY�VM�ºSPRLZ»�HZ�H�WLYJLU[HNL�VM�MHU�IHZL

� `�� Comment Rate: U\TILY�VM�*VTTLU[Z�HZ�H�WLYJLU[HNL�VM�MHU�IHZL

� `�� Engagement Rate: H�JVTIPUH[PVU�VM�[OL�HIV]L�MHJ[VYPUN�PU�MHU�IHZL�ZPaL

Page 10: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 4

(U�V]LY^OLSTPUN�THQVYP[`�VM�YL[HPS�IYHUK�7VZ[Z��� ���HYL�W\ISPZOLK�H[�[PTLZ�^OLU�\ZLYZ�HYL�[YHKP[PVUHSS`�[OL�TVZ[�¸I\Z`¹�¶�IL[^LLU���(4�HUK���74��,;���+\YPUN�¸UVU�I\Z`¹�OV\YZ�[OV\NO��-HJLIVVR�MHUZ�SPRLS`�OH]L�TVYL�[PTL�[V�MVJ\Z�VU�IYHUKZ»�Z[H[\Z�\WKH[LZ��^OPJO�TH`�IL�^O`�[OL�KH[H�ZOV^Z�MHUZ�HYL�����TVYL�SPRLS`�[V�LUNHNL�^P[O�YL[HPS�IYHUK�7VZ[Z�THKL�IL[^LLU���74�HUK���(4��

;V�NLULYH[L�PUJYLHZLK�ºSPRLZ»�HUK�*VTTLU[Z��YL[HPS�IYHUKZ�ZOV\SK�WVZ[�^OLU�MHUZ�HYL�SPZ[LUPUN�TVZ[��K\YPUN�¸UVU�I\Z`¹�OV\YZ��<ZL�H�W\ISPZOLY�[VVS�[V�ZJOLK\SL�YL[HPS�IYHUK�7VZ[Z�[V�H\[VTH[PJHSS`�WVZ[�V\[ZPKL�VM�^VYR�OV\YZ��IL[^LLU���74�HUK���(4��

Best Time to Post for Retail Industry:Post When Customers are Listening

Posts made between 8 PM and 7 AM receive 20 more user engagement.

INBOX

Non-Busy Hours (8 PM - 7 AM)Busy Hours (8 AM - 7 PM)

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6\Y�KH[H�YL]LHSZ�[OH[�-HJLIVVR�\ZLY�LUNHNLTLU[�]HYPLZ�V]LY�[OL�JV\YZL�VM�H�^LLR�¶�HUK�[OH[�[OL�YL[HPS�PUK\Z[Y`�PZ�UV[�RLLWPUN�WHJL�^P[O�[OLPY�MHUZ»�-HJLIVVR�WYLMLYLUJLZ��>OPSL�YL[HPS�IYHUKZ�[LUK�[V�WVZ[�VU�-HJLIVVR�L]LUS`�[OYV\NOV\[�[OL�^VYR�^LLR�HUK�SLZZ�MYLX\LU[S`�VU�[OL�^LLRLUK��\ZLY�LUNHNLTLU[�^P[O�7VZ[Z�ZWPRLZ�VU�>LKULZKH`Z�HUK�:\UKH`Z��

;OL�KH[H�YL]LHSZ�[OH[��V]LYHSS��>LKULZKH`�PZ�[OL�ILZ[�KH`�MVY�YL[HPS�IYHUKZ�[V�WVZ[�VU�-HJLIVVR��^OPSL�-YPKH`�PZ�[OL�^VYZ[�KH �̀�6U�¸O\TW�KH �̀¹�MHUZ�LUNHNL�^P[O�-HJLIVVR�7VZ[�JVU[LU[����HIV]L�H]LYHNL��0U�HKKP[PVU��YL[HPS�MHUZ�[LUK�[V�LUNHNL�TVYL�^P[O�7VZ[Z�THKL�V\[ZPKL�VM�[YHKP[PVUHS�^VYRKH`Z��>OPSL�WVZ[PUN�VU�^LLRLUKZ�TH`�IL�JOHSSLUNPUN�MVY�IYHUKZ�UV[�\ZPUN�H�W\ISPZOLY�[VVS��IYHUKZ�JHU�SL]LYHNL�^LLRLUK�7VZ[Z�[V�JVUULJ[�^P[O�MHUZ�when their competition is not.

Best Day to Post for Retail Industry: Post When Customers are Engaged

On Wednesdays, fan engagement is 8 above average.

Engagement Rate Variance % of Brand Posts

Page 12: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 6

0[»Z�X\HSP[ �̀�UV[�X\HU[P[ �̀�[OH[�JV\U[Z�^OLU�P[�JVTLZ�[V�YL[HPS�IYHUK�>HSS�7VZ[Z��+H[H�PUKPJH[LZ�[OH[�Facebook user engagement decreases as the

MYLX\LUJ`�VM�YL[HPS�IYHUK�7VZ[Z�PUJYLHZLZ�K\YPUN� a given day.

6]LYHSS��LUNHNLTLU[�YH[LZ�HYL�����OPNOLY�^OLU�[OLYL�HYL�SLZZ�[OHU�[OYLL�7VZ[Z�H�KH`�MYVT�H�NP]LU�IYHUK��6UL�VY�[^V�YL[HPS�IYHUK�7VZ[Z�YLJLP]L� ����OPNOLY�ºSPRL»�YH[LZ�HUK�����OPNOLY� *VTTLU[�YH[LZ��<ZLYZ�[LUK�[V�LUNHNL�^P[O�VUL� VY�[^V�7VZ[Z�H�KH`�¶�ZV�THRL�SLZZ�MYLX\LU[��I\[�OPNOLY�X\HSP[`�7VZ[Z�

Retail brands should only consider posting

MYLX\LU[S`�K\YPUN�H�NP]LU�KH`�PM�[OL�7VZ[Z�JVU[HPU�L_JS\ZP]L�JVU[LU[�¶�MVY�L_HTWSL��OPNOSPNO[PUN�H�ZHSL�that changes throughout the day.

Retailer Daily Post Frequency:Limit Posts to Two a Day

Posting one to two times per day produces 40 higher user engagement.

WED WED

1-2 Posts/Day3+ Posts/Day

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Retailer Weekly Post Frequency:Don’t Exceed Four Posts a Week

SUN

WED

SUN MON TUES WED THURS FRI SAT SAT

(NHPU��P[»Z�X\HSP[ �̀�UV[�X\HU[P[ �̀�[OH[�JV\U[Z�^OLU�P[�JVTLZ�[V�YL[HPS�IYHUK�7VZ[Z��;OL�KH[H�PUKPJH[LZ�[OH[�-HJLIVVR�\ZLY�LUNHNLTLU[�KLJYLHZLZ�KYHZ[PJHSS`�HZ�[OL�MYLX\LUJ`�VM�YL[HPS�IYHUK�7VZ[Z�PUJYLHZLZ�K\YPUN� a given week.

(JOPL]L�TH_PT\T�\ZLY�LUNHNLTLU[�I`�UV[�V]LYJYV^KPUN�\ZLYZ»�5L^Z�-LLKZ�^P[O�[VV�THU`�7VZ[Z�K\YPUN�[OL�^LLR��7VZ[PUN�VUL�[V�MV\Y�[PTLZ�WYVK\JLZ�����OPNOLY�\ZLY�LUNHNLTLU[�[OHU�Ä]L�VY�TVYL�7VZ[Z�PU�H�NP]LU� ^LLR�MVY�YL[HPS�IYHUKZ��

Posting one to four times per week produces 71 higher user engagement.

1-4 Posts/Week5+ Posts/Week

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ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 8

Retailer Ideal Post Length:Keep Posts Concise

Our research shows that there is a strong negative

JVYYLSH[PVU�IL[^LLU�7VZ[�SLUN[O�HUK�LUNHNLTLU[�MVY�[OL�YL[HPS�PUK\Z[Y`�¶�[OL�SVUNLY�[OL�7VZ[�SLUN[O��[OL�SLZZ�LUNHNPUN�MHUZ�ÄUK�P[��>OLU�WVZ[PUN��KVU»[�V]LY^YP[L�¶�concise copy increases readablity and consumption.

9L[HPS�IYHUK�>HSS�7VZ[Z�SLZZ�[OHU����JOHYHJ[LYZ�PU�SLUN[O�YLJLP]L�����OPNOLY�LUNHNLTLU[�[OHU�SVUNLY�7VZ[Z���=LY`�JVUJPZL�7VZ[Z�¶�[OVZL�IL[^LLU�VUL�HUK� ���JOHYHJ[LYZ�¶�NLULYH[L�OPNOLZ[�LUNHNLTLU[��6US`���� VM�HSS�YL[HPS�IYHUK�>HSS�7VZ[Z�HYL�SLZZ�[OHU����JOHYHJ[LYZ�PU�SLUN[O��L]LU�[OV\NO�[OLZL�YLJLP]L�����OPNOLY� MHU�LUNHNLTLU[��

S.S. SHORT POST

S.S.

LO

NG P

OST

S.S.

LO

NG P

OST

VOYAGE ONTHE SEA OF ENGAGEMENT

Posts with 80 characters or less receive 66 higher engagement.

1-80 Characters81+ Characters

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Retail Post Content:Ask Questions to Get

Customers Talking

;V�ILNPU�H�KPHSVN\L�^P[O�MHUZ��HZR�X\LZ[PVUZ���(S[OV\NO�YL[HPS�IYHUK�>HSS�7VZ[Z�JVU[HPUPUN�X\LZ[PVUZ�YLJLP]L�ZSPNO[S`�SV^LY�V]LYHSS�\ZLY�LUNHNLTLU[��ºSPRLZ»�HUK�*VTTLU[Z���[OPZ�[`WL�VM�7VZ[�NLULYH[LZ�TVYL�[OHU�KV\ISL�[OL�HTV\U[�VM�*VTTLU[Z�HZ�¸UVU�X\LZ[PVU¹�7VZ[Z��9L[HPS�IYHUKZ�SVVRPUN�[V�NL[�MHUZ�[HSRPUN��P�L���PUJYLHZL�[OLPY�7VZ[�*VTTLU[�YH[LZ��ZOV\SK�\ZL�¸X\LZ[PVU¹�7VZ[Z�

;V�KYP]L�*VTTLU[Z��HZR�H�KPYLJ[�X\LZ[PVU�HUK�HZR�MVY�[OL�YLZWVUZL��(ZR�MHUZ�[V�¸WVZ[�¹�¸JVTTLU[¹�VY�¸[LSS¹�`V\�ZVTL[OPUN�¶�MHUZ�^PSS�SPZ[LU�HUK�YLZWVUK�I`�JVTTLU[PUN��

Ask questions to spark dialogue –

“question” Posts generate Comment rates double that of “non-question” Posts.

“Non-Question” Post “Question” Post

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ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 10

Retail Post Structure:Use Fill in the Blank Posts

Non Fill in the Blank Post Fill in the Blank Post

6UL�VM�[OL�TVZ[�\UKLY\[PSPaLK�7VZ[� [LJOUPX\LZ�PZ�VUL�VM�[OL�TVZ[�LUNHNPUN�� +H[H�ZOV^Z�[OH[�YL[HPS�IYHUK�7VZ[Z� LTWSV`PUN�[OL�ÄSS�PU�[OL�ISHUR� Z[YH[LN`�NLULYH[L�*VTTLU[� rates nine times higher than

V[OLY�7VZ[�Z[YH[LNPLZ��;OL�KH[H� supports that this is a proven

Z[YH[LN`�\UPX\L�[V�[OL�YL[HPS�PUK\Z[Y �̀� `L[�SLZZ�[OHU����VM�YL[HPS�IYHUKZ�HYL� utilizing this tactic.

MOVIESCOUPONS

REBATES

MONEY

SALES

GAMES

COMPUTERS

SUVs

I LIKE _______.

RECIPES

Fill in the blank Posts receive 9 times more Comments than other Posts.

Page 17: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 11

Consumer Offer-Related Keywords:Offer “$ OFF” and Coupons to

Increase Fan Engagement

>OLU�P[�JVTLZ�[V�KLHSZ��MHUZ�SVVR�MVY�H�Z[YHPNO[MVY^HYK�VMMLY��;OL�[VW�[LU�ZHSLZ�RL`^VYKZ�^LYL�HUHS`aLK�[V�KL[LYTPUL�^OPJO�YLJLP]L�[OL�TVZ[�\ZLY�LUNHNLTLU[��;OL�KH[H�PUKPJH[LZ�[OH[�YL[HPS�IYHUK�7VZ[Z�JVU[HPUPUN�[OL�ZHSLZ�RL`^VYKZ�¸��VMM¹�HUK�¸JV\WVU¹�YLJLP]L�[OL�OPNOLZ[�MHU�LUNHNLTLU[�

9L[HPS�IYHUK�7VZ[Z�JVU[HPUPUN�¸��VMM¹�YLJLP]L�H�����OPNOLY�\ZLY�LUNHNLTLU[�YH[L��MVSSV^LK�I`�7VZ[Z�JVU[HPUPUN�[OL�^VYK�¸JV\WVU�¹�^OPJO�PZ�� ��HIV]L�[OL�H]LYHNL��7VW\SHY�ZHSLZ�RL`^VYKZ��Z\JO�HZ�¸ZHSL¹�HUK�¸��VMM�¹�YLJLP]L�[OL�SV^LZ[�MHU�LUNHNLTLU[�

$ OFF

COUPON

DISCOUNT

OFFER

CLEARANCE

BARGAIN

SAVE

DEAL

% OFF

SALE

ENGAGEMENT

PEAK

Offer fans

“$ off” and coupons.

Posts containing these offer-related

keywords receive the

highest engagement.

Engagement Rate Variance

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Coupon Offers:Don’t Make Customers Do the Math

(Z�WYL]PV\ZS`�TLU[PVULK��MHUZ�LUNHNL�^LSS�^P[O�JV\WVUZ��>OLU�VMMLYPUN�JV\WVUZ��KVU»[�THRL�MHUZ�KV�[OL�TH[O��6\Y�KH[H�PUKPJH[LZ�[OH[�¸��VMM¹�VMMLYZ�NLULYH[L�[^PJL�[OL�LUNHNLTLU[�VM� ¸��VMM¹�VMMLYZ�MVY�[OL�YL[HPS�PUK\Z[Y �̀��,]LU�ZTHSS�¸��VMM¹�KPZJV\U[Z�¶�SLZZ� [OHU�����¶�YLJLP]L�����OPNOLY�LUNHNLTLU[�[OHU�¸��VMM¹�WYVTV[PVUZ��ZOV^PUN�[OH[�MHUZ�WYLMLY�[HUNPISL�JHZO�KPZJV\U[Z��L]LU�PM�[OL�HJ[\HS�KVSSHY�discount is small.

$ OFFOFFER

“$ OFF” offers receive

twice the engagement

of “ OFF” offers.

% OFFOFFER

% off $ off

Engagement Rate Variance % of Brand Posts

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Retail Post Attachments:Keep Posts Simple

>OPSL�PU[LYLZ[PUN�JVU[LU[�JHU�IL�HKKLK�[V�>HSS�7VZ[Z�PU�[OL�MVYT�VM�SPURZ��WOV[VZ�HUK�]PKLVZ��V\Y�KH[H�PUKPJH[LZ�[OH[�ZPTWSL�7VZ[Z�HJOPL]L�[OL�TVZ[�LUNHNLTLU[�MVY�[OL�YL[HPS�PUK\Z[Y �̀�;OL�[^V�TVZ[�LMMLJ[P]L�[`WLZ�VM�YL[HPS�IYHUK�7VZ[Z�JVU[HPU�H�ZPUNSL�WOV[V�H[[HJOTLU[�VY�\ZL�VUS`�^VYKZ��:[H[\Z�VUS`�7VZ[Z�¶�7VZ[Z�VUS`�JVU[HPUPUN�^VYKZ�¶�YLJLP]L� ���OPNOLY�LUNHNLTLU[�[OHU�H]LYHNL��(]VPK�TVYL�JVTWSPJH[LK�7VZ[Z��Z\JO�HZ�[OVZL�^P[O�attached links and thumbnail photos.

RECIPESSINGLE PHOTO

STATUS ONLY

ALBUM

LINK ONLY

PHOTO W/ LINK

VIDEO

LINK W/ THUMBNAIL

STATUS W/ LINK

POST TYPE ENGAGEMENT

Avoid complicated Wall Posts.

Status-only Posts receive 94 higher than average engagement.

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Conclusion

-HJLIVVR�PZ�[OL�SLHKPUN�WSH[MVYT�MVY�IYHUKZ�[V�JVUULJ[�[V�JVUZ\TLYZ��0[�PZ�PTWVY[HU[�MVY�IYHUKZ�[V�ZOHYL�LMMLJ[P]L�-HJLIVVR�>HSS�7VZ[Z�[V�TH_PTPaL�[OLPY�THYRL[PUN�LMMVY[Z�HUK�PUJYLHZL�MHU�LUNHNLTLU[�

>L�OVWL�[OPZ�KH[H�PZ�OLSWM\S�MVY�YL[HPS�IYHUKZ�SVVRPUN�[V�SLHK��TH_PTPaL�HUK�SL]LYHNL�[OLPY�-HJLIVVR�WYLZLUJL��

Have questions?�

� `��*VU[HJ[�\Z�H[�WHY[ULY'I\KK`TLKPH�JVT��VY�MVSSV^�\Z�VU!

� � MHJLIVVR�JVT�I\KK`TLKPH� � �

� � [^P[[LY�JVT�I\KK`TLKPH

buddymedia.com

Appendix: Study Parameters

`�-VY�W\YWVZLZ�VM�[OL�Z[\K �̀�[OL�YL[HPS�PUK\Z[Y`�PUJS\KLK�JSV[OPUN��MHZOPVU�HUK�NLULYHS�YL[HPS�JSPLU[Z�

� `�� -VY�ILUJOTHYRPUN��[OL�MVSSV^PUN�PUK\Z[YPLZ�^LYL�HUHS`aLK!�(\[VTV[P]L��)\ZPULZZ��*VUZ\TLY �� 7HJRHNLK�.VVKZ��,U[LY[HPUTLU[��-PUHUJL��-VVK� �)L]LYHNL��/LHS[O� �)LH\[ �̀�4LKPH��5VU�7YVÄ[� �� :WVY[Z��;LJOUVSVN �̀�;LSLJVTT\UPJH[PVUZ�HUK�;YH]LS� �3LPZ\YL�

� `�� 7VZ[Z�VU�7HNLZ�^P[O�SLZZ�[OHU�����MHUZ�^LYL�UV[�PUJS\KLK�PU�[OL�Z\Y]L �̀

� `�� (SS�7VZ[Z�JVU[HPUPUN�NLV�[HYNL[PUN�KH[H�VY�7VZ[Z�UV[�]PL^HISL�PU�-HJLIVVR�^LYL�YLTV]LK��

� `�� ;PTL�VM�KH`�HUK�KH`�VM�^LLR�HUHS`ZLZ�^LYL�IHZLK�VU�^OLU�H�7VZ[�^HZ�W\ISPZOLK��UV[�^OLU�ºSPRLZ» � ������HUK�*VTTLU[Z�HJJY\LK�

� `�� -VY�[OL�7VZ[�SLUN[O�HUHS`ZPZ��<93Z�^LYL�UV[�PUJS\KLK�PU�7VZ[�JOHYHJ[LY�JV\U[Z�

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DATA REPORT

A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY:

STRATEGIES FOR EFFECTIVE

FACEBOOK WALL POSTS

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Table of Contents

I Introduction and Methodology…Page 3

II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4

III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5

IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6

V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7

VI Retailer Ideal Post Length: Keep Posts Concise…Page 8

VII Retail Post Content:�"TL�2VFTUJPOT�UP�(FU�$VTUPNFST�5BMLJOHy1BHF��

VIII Retail Post Structure:�6TF�'JMM�JO�UIF�#MBOL�1PTUTy1BHF���

IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase

Fan Engagement…Page 11

X Coupon Offers: Don’t Make Customers Do the Math…Page 12

XI Retail Post Attachments: ,FFQ�1PTUT�4JNQMFy1BHF���

XII Conclusion…Page 14

XII Appendix: Study Parameters…Page 14

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ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 3

Introduction

;OPZ�Z[H[PZ[PJHS�YL]PL^��WV^LYLK�I`�)\KK`�4LKPH��PZ�KLZPNULK�ZWLJPÄJHSS`�[V�OLSW�YL[HPS�IYHUKZ�SLHK�� maximize and leverage their Facebook presences to connect with consumers. This study tracks the key

]HYPHISLZ�[OH[�PUÅ\LUJL�[OL�WLYMVYTHUJL�VM�YL[HPS�IYHUK�7VZ[Z��0U�WHY[PJ\SHY��^L�MVJ\Z�VU�[OL�[^V�]HYPHISLZ�VM�most concern to retail brands:

� `�WHEN retailers should post, and

� `�� WHAT content to post.

;OL�ÄUKPUNZ�OPNOSPNO[�RL`�Z[YH[LNPLZ�YL[HPS�IYHUKZ�JHU�PTWSLTLU[�^OLU�WVZ[PUN�[V�[OLPY�>HSSZ�PU�VYKLY�[V�Z[H`� VU�[OL�[VW�VM�[OL�-HJLIVVR�5L^Z�-LLK��Z\JO�HZ�^OLU�[V�WVZ[��OV^�MYLX\LU[S`�[V�WVZ[�HUK�OV^�ILZ[�[V�incorporate attachments.

;OL�KH[H�HUK�7VZ[�Z[YH[LNPLZ�PU�[OPZ�Z[H[PZ[PJHS�YL]PL^�HYL�ZWLJPÄJ�[V�[OL�YL[HPS�PUK\Z[Y �̀

Methodology

)\KK`�4LKPH�HUHS`aLK�\ZLY�LUNHNLTLU[�VM�-HJLIVVR�>HSS�7VZ[Z�MYVT�ULHYS`�����VM�[OL�^VYSK»Z�SHYNLZ[�HUK�TVZ[�WYLZ[PNV\Z�YL[HPS�IYHUKZ�K\YPUN�H�ZP_�TVU[O�WLYPVK�MYVT�1HU\HY`���[OYV\NO�1\UL�����������;OYLL�WYPTHY`�Z\JJLZZ�TL[YPJZ�^LYL�YL]PL^LK�PU�YLSH[PVU�[V�YL[HPS�IYHUK�>HSS�7VZ[Z�

Success Metrics:

� `�‘Like’ Rate: U\TILY�VM�ºSPRLZ»�HZ�H�WLYJLU[HNL�VM�MHU�IHZL

� `�� Comment Rate: U\TILY�VM�*VTTLU[Z�HZ�H�WLYJLU[HNL�VM�MHU�IHZL

� `�� Engagement Rate: H�JVTIPUH[PVU�VM�[OL�HIV]L�MHJ[VYPUN�PU�MHU�IHZL�ZPaL

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ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 4

(U�V]LY^OLSTPUN�THQVYP[`�VM�YL[HPS�IYHUK�7VZ[Z��� ���HYL�W\ISPZOLK�H[�[PTLZ�^OLU�\ZLYZ�HYL�[YHKP[PVUHSS`�[OL�TVZ[�¸I\Z`¹�¶�IL[^LLU���(4�HUK���74��,;���+\YPUN�¸UVU�I\Z`¹�OV\YZ�[OV\NO��-HJLIVVR�MHUZ�SPRLS`�OH]L�TVYL�[PTL�[V�MVJ\Z�VU�IYHUKZ»�Z[H[\Z�\WKH[LZ��^OPJO�TH`�IL�^O`�[OL�KH[H�ZOV^Z�MHUZ�HYL�����TVYL�SPRLS`�[V�LUNHNL�^P[O�YL[HPS�IYHUK�7VZ[Z�THKL�IL[^LLU���74�HUK���(4��

;V�NLULYH[L�PUJYLHZLK�ºSPRLZ»�HUK�*VTTLU[Z��YL[HPS�IYHUKZ�ZOV\SK�WVZ[�^OLU�MHUZ�HYL�SPZ[LUPUN�TVZ[��K\YPUN�¸UVU�I\Z`¹�OV\YZ��<ZL�H�W\ISPZOLY�[VVS�[V�ZJOLK\SL�YL[HPS�IYHUK�7VZ[Z�[V�H\[VTH[PJHSS`�WVZ[�V\[ZPKL�VM�^VYR�OV\YZ��IL[^LLU���74�HUK���(4��

Best Time to Post for Retail Industry:Post When Customers are Listening

Posts made between 8 PM and 7 AM receive 20 more user engagement.

INBOX

Non-Busy Hours (8 PM - 7 AM)Busy Hours (8 AM - 7 PM)

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6\Y�KH[H�YL]LHSZ�[OH[�-HJLIVVR�\ZLY�LUNHNLTLU[�]HYPLZ�V]LY�[OL�JV\YZL�VM�H�^LLR�¶�HUK�[OH[�[OL�YL[HPS�PUK\Z[Y`�PZ�UV[�RLLWPUN�WHJL�^P[O�[OLPY�MHUZ»�-HJLIVVR�WYLMLYLUJLZ��>OPSL�YL[HPS�IYHUKZ�[LUK�[V�WVZ[�VU�-HJLIVVR�L]LUS`�[OYV\NOV\[�[OL�^VYR�^LLR�HUK�SLZZ�MYLX\LU[S`�VU�[OL�^LLRLUK��\ZLY�LUNHNLTLU[�^P[O�7VZ[Z�ZWPRLZ�VU�>LKULZKH`Z�HUK�:\UKH`Z��

;OL�KH[H�YL]LHSZ�[OH[��V]LYHSS��>LKULZKH`�PZ�[OL�ILZ[�KH`�MVY�YL[HPS�IYHUKZ�[V�WVZ[�VU�-HJLIVVR��^OPSL�-YPKH`�PZ�[OL�^VYZ[�KH �̀�6U�¸O\TW�KH �̀¹�MHUZ�LUNHNL�^P[O�-HJLIVVR�7VZ[�JVU[LU[����HIV]L�H]LYHNL��0U�HKKP[PVU��YL[HPS�MHUZ�[LUK�[V�LUNHNL�TVYL�^P[O�7VZ[Z�THKL�V\[ZPKL�VM�[YHKP[PVUHS�^VYRKH`Z��>OPSL�WVZ[PUN�VU�^LLRLUKZ�TH`�IL�JOHSSLUNPUN�MVY�IYHUKZ�UV[�\ZPUN�H�W\ISPZOLY�[VVS��IYHUKZ�JHU�SL]LYHNL�^LLRLUK�7VZ[Z�[V�JVUULJ[�^P[O�MHUZ�when their competition is not.

Best Day to Post for Retail Industry: Post When Customers are Engaged

On Wednesdays, fan engagement is 8 above average.

Engagement Rate Variance % of Brand Posts

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0[»Z�X\HSP[ �̀�UV[�X\HU[P[ �̀�[OH[�JV\U[Z�^OLU�P[�JVTLZ�[V�YL[HPS�IYHUK�>HSS�7VZ[Z��+H[H�PUKPJH[LZ�[OH[�Facebook user engagement decreases as the

MYLX\LUJ`�VM�YL[HPS�IYHUK�7VZ[Z�PUJYLHZLZ�K\YPUN� a given day.

6]LYHSS��LUNHNLTLU[�YH[LZ�HYL�����OPNOLY�^OLU�[OLYL�HYL�SLZZ�[OHU�[OYLL�7VZ[Z�H�KH`�MYVT�H�NP]LU�IYHUK��6UL�VY�[^V�YL[HPS�IYHUK�7VZ[Z�YLJLP]L� ����OPNOLY�ºSPRL»�YH[LZ�HUK�����OPNOLY� *VTTLU[�YH[LZ��<ZLYZ�[LUK�[V�LUNHNL�^P[O�VUL� VY�[^V�7VZ[Z�H�KH`�¶�ZV�THRL�SLZZ�MYLX\LU[��I\[�OPNOLY�X\HSP[`�7VZ[Z�

Retail brands should only consider posting

MYLX\LU[S`�K\YPUN�H�NP]LU�KH`�PM�[OL�7VZ[Z�JVU[HPU�L_JS\ZP]L�JVU[LU[�¶�MVY�L_HTWSL��OPNOSPNO[PUN�H�ZHSL�that changes throughout the day.

Retailer Daily Post Frequency:Limit Posts to Two a Day

Posting one to two times per day produces 40 higher user engagement.

WED WED

1-2 Posts/Day3+ Posts/Day

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Retailer Weekly Post Frequency:Don’t Exceed Four Posts a Week

SUN

WED

SUN MON TUES WED THURS FRI SAT SAT

(NHPU��P[»Z�X\HSP[ �̀�UV[�X\HU[P[ �̀�[OH[�JV\U[Z�^OLU�P[�JVTLZ�[V�YL[HPS�IYHUK�7VZ[Z��;OL�KH[H�PUKPJH[LZ�[OH[�-HJLIVVR�\ZLY�LUNHNLTLU[�KLJYLHZLZ�KYHZ[PJHSS`�HZ�[OL�MYLX\LUJ`�VM�YL[HPS�IYHUK�7VZ[Z�PUJYLHZLZ�K\YPUN� a given week.

(JOPL]L�TH_PT\T�\ZLY�LUNHNLTLU[�I`�UV[�V]LYJYV^KPUN�\ZLYZ»�5L^Z�-LLKZ�^P[O�[VV�THU`�7VZ[Z�K\YPUN�[OL�^LLR��7VZ[PUN�VUL�[V�MV\Y�[PTLZ�WYVK\JLZ�����OPNOLY�\ZLY�LUNHNLTLU[�[OHU�Ä]L�VY�TVYL�7VZ[Z�PU�H�NP]LU� ^LLR�MVY�YL[HPS�IYHUKZ��

Posting one to four times per week produces 71 higher user engagement.

1-4 Posts/Week5+ Posts/Week

Page 28: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 8

Retailer Ideal Post Length:Keep Posts Concise

Our research shows that there is a strong negative

JVYYLSH[PVU�IL[^LLU�7VZ[�SLUN[O�HUK�LUNHNLTLU[�MVY�[OL�YL[HPS�PUK\Z[Y`�¶�[OL�SVUNLY�[OL�7VZ[�SLUN[O��[OL�SLZZ�LUNHNPUN�MHUZ�ÄUK�P[��>OLU�WVZ[PUN��KVU»[�V]LY^YP[L�¶�concise copy increases readablity and consumption.

9L[HPS�IYHUK�>HSS�7VZ[Z�SLZZ�[OHU����JOHYHJ[LYZ�PU�SLUN[O�YLJLP]L�����OPNOLY�LUNHNLTLU[�[OHU�SVUNLY�7VZ[Z���=LY`�JVUJPZL�7VZ[Z�¶�[OVZL�IL[^LLU�VUL�HUK� ���JOHYHJ[LYZ�¶�NLULYH[L�OPNOLZ[�LUNHNLTLU[��6US`���� VM�HSS�YL[HPS�IYHUK�>HSS�7VZ[Z�HYL�SLZZ�[OHU����JOHYHJ[LYZ�PU�SLUN[O��L]LU�[OV\NO�[OLZL�YLJLP]L�����OPNOLY� MHU�LUNHNLTLU[��

S.S. SHORT POST

S.S.

LO

NG P

OST

S.S.

LO

NG P

OST

VOYAGE ONTHE SEA OF ENGAGEMENT

Posts with 80 characters or less receive 66 higher engagement.

1-80 Characters81+ Characters

Page 29: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 9

Retail Post Content:Ask Questions to Get

Customers Talking

;V�ILNPU�H�KPHSVN\L�^P[O�MHUZ��HZR�X\LZ[PVUZ���(S[OV\NO�YL[HPS�IYHUK�>HSS�7VZ[Z�JVU[HPUPUN�X\LZ[PVUZ�YLJLP]L�ZSPNO[S`�SV^LY�V]LYHSS�\ZLY�LUNHNLTLU[��ºSPRLZ»�HUK�*VTTLU[Z���[OPZ�[`WL�VM�7VZ[�NLULYH[LZ�TVYL�[OHU�KV\ISL�[OL�HTV\U[�VM�*VTTLU[Z�HZ�¸UVU�X\LZ[PVU¹�7VZ[Z��9L[HPS�IYHUKZ�SVVRPUN�[V�NL[�MHUZ�[HSRPUN��P�L���PUJYLHZL�[OLPY�7VZ[�*VTTLU[�YH[LZ��ZOV\SK�\ZL�¸X\LZ[PVU¹�7VZ[Z�

;V�KYP]L�*VTTLU[Z��HZR�H�KPYLJ[�X\LZ[PVU�HUK�HZR�MVY�[OL�YLZWVUZL��(ZR�MHUZ�[V�¸WVZ[�¹�¸JVTTLU[¹�VY�¸[LSS¹�`V\�ZVTL[OPUN�¶�MHUZ�^PSS�SPZ[LU�HUK�YLZWVUK�I`�JVTTLU[PUN��

Ask questions to spark dialogue –

“question” Posts generate Comment rates double that of “non-question” Posts.

“Non-Question” Post “Question” Post

Page 30: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 10

Retail Post Structure:Use Fill in the Blank Posts

Non Fill in the Blank Post Fill in the Blank Post

6UL�VM�[OL�TVZ[�\UKLY\[PSPaLK�7VZ[� [LJOUPX\LZ�PZ�VUL�VM�[OL�TVZ[�LUNHNPUN�� +H[H�ZOV^Z�[OH[�YL[HPS�IYHUK�7VZ[Z� LTWSV`PUN�[OL�ÄSS�PU�[OL�ISHUR� Z[YH[LN`�NLULYH[L�*VTTLU[� rates nine times higher than

V[OLY�7VZ[�Z[YH[LNPLZ��;OL�KH[H� supports that this is a proven

Z[YH[LN`�\UPX\L�[V�[OL�YL[HPS�PUK\Z[Y �̀� `L[�SLZZ�[OHU����VM�YL[HPS�IYHUKZ�HYL� utilizing this tactic.

MOVIESCOUPONS

REBATES

MONEY

SALES

GAMES

COMPUTERS

SUVs

I LIKE _______.

RECIPES

Fill in the blank Posts receive 9 times more Comments than other Posts.

Page 31: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 11

Consumer Offer-Related Keywords:Offer “$ OFF” and Coupons to

Increase Fan Engagement

>OLU�P[�JVTLZ�[V�KLHSZ��MHUZ�SVVR�MVY�H�Z[YHPNO[MVY^HYK�VMMLY��;OL�[VW�[LU�ZHSLZ�RL`^VYKZ�^LYL�HUHS`aLK�[V�KL[LYTPUL�^OPJO�YLJLP]L�[OL�TVZ[�\ZLY�LUNHNLTLU[��;OL�KH[H�PUKPJH[LZ�[OH[�YL[HPS�IYHUK�7VZ[Z�JVU[HPUPUN�[OL�ZHSLZ�RL`^VYKZ�¸��VMM¹�HUK�¸JV\WVU¹�YLJLP]L�[OL�OPNOLZ[�MHU�LUNHNLTLU[�

9L[HPS�IYHUK�7VZ[Z�JVU[HPUPUN�¸��VMM¹�YLJLP]L�H�����OPNOLY�\ZLY�LUNHNLTLU[�YH[L��MVSSV^LK�I`�7VZ[Z�JVU[HPUPUN�[OL�^VYK�¸JV\WVU�¹�^OPJO�PZ�� ��HIV]L�[OL�H]LYHNL��7VW\SHY�ZHSLZ�RL`^VYKZ��Z\JO�HZ�¸ZHSL¹�HUK�¸��VMM�¹�YLJLP]L�[OL�SV^LZ[�MHU�LUNHNLTLU[�

$ OFF

COUPON

DISCOUNT

OFFER

CLEARANCE

BARGAIN

SAVE

DEAL

% OFF

SALE

ENGAGEMENT

PEAK

Offer fans

“$ off” and coupons.

Posts containing these offer-related

keywords receive the

highest engagement.

Engagement Rate Variance

Page 32: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 12

Coupon Offers:Don’t Make Customers Do the Math

(Z�WYL]PV\ZS`�TLU[PVULK��MHUZ�LUNHNL�^LSS�^P[O�JV\WVUZ��>OLU�VMMLYPUN�JV\WVUZ��KVU»[�THRL�MHUZ�KV�[OL�TH[O��6\Y�KH[H�PUKPJH[LZ�[OH[�¸��VMM¹�VMMLYZ�NLULYH[L�[^PJL�[OL�LUNHNLTLU[�VM� ¸��VMM¹�VMMLYZ�MVY�[OL�YL[HPS�PUK\Z[Y �̀��,]LU�ZTHSS�¸��VMM¹�KPZJV\U[Z�¶�SLZZ� [OHU�����¶�YLJLP]L�����OPNOLY�LUNHNLTLU[�[OHU�¸��VMM¹�WYVTV[PVUZ��ZOV^PUN�[OH[�MHUZ�WYLMLY�[HUNPISL�JHZO�KPZJV\U[Z��L]LU�PM�[OL�HJ[\HS�KVSSHY�discount is small.

$ OFFOFFER

“$ OFF” offers receive

twice the engagement

of “ OFF” offers.

% OFFOFFER

% off $ off

Engagement Rate Variance % of Brand Posts

Page 33: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 13

Retail Post Attachments:Keep Posts Simple

>OPSL�PU[LYLZ[PUN�JVU[LU[�JHU�IL�HKKLK�[V�>HSS�7VZ[Z�PU�[OL�MVYT�VM�SPURZ��WOV[VZ�HUK�]PKLVZ��V\Y�KH[H�PUKPJH[LZ�[OH[�ZPTWSL�7VZ[Z�HJOPL]L�[OL�TVZ[�LUNHNLTLU[�MVY�[OL�YL[HPS�PUK\Z[Y �̀�;OL�[^V�TVZ[�LMMLJ[P]L�[`WLZ�VM�YL[HPS�IYHUK�7VZ[Z�JVU[HPU�H�ZPUNSL�WOV[V�H[[HJOTLU[�VY�\ZL�VUS`�^VYKZ��:[H[\Z�VUS`�7VZ[Z�¶�7VZ[Z�VUS`�JVU[HPUPUN�^VYKZ�¶�YLJLP]L� ���OPNOLY�LUNHNLTLU[�[OHU�H]LYHNL��(]VPK�TVYL�JVTWSPJH[LK�7VZ[Z��Z\JO�HZ�[OVZL�^P[O�attached links and thumbnail photos.

RECIPESSINGLE PHOTO

STATUS ONLY

ALBUM

LINK ONLY

PHOTO W/ LINK

VIDEO

LINK W/ THUMBNAIL

STATUS W/ LINK

POST TYPE ENGAGEMENT

Avoid complicated Wall Posts.

Status-only Posts receive 94 higher than average engagement.

Page 34: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 14

Conclusion

-HJLIVVR�PZ�[OL�SLHKPUN�WSH[MVYT�MVY�IYHUKZ�[V�JVUULJ[�[V�JVUZ\TLYZ��0[�PZ�PTWVY[HU[�MVY�IYHUKZ�[V�ZOHYL�LMMLJ[P]L�-HJLIVVR�>HSS�7VZ[Z�[V�TH_PTPaL�[OLPY�THYRL[PUN�LMMVY[Z�HUK�PUJYLHZL�MHU�LUNHNLTLU[�

>L�OVWL�[OPZ�KH[H�PZ�OLSWM\S�MVY�YL[HPS�IYHUKZ�SVVRPUN�[V�SLHK��TH_PTPaL�HUK�SL]LYHNL�[OLPY�-HJLIVVR�WYLZLUJL��

Have questions?�

� `��*VU[HJ[�\Z�H[�WHY[ULY'I\KK`TLKPH�JVT��VY�MVSSV^�\Z�VU!

� � MHJLIVVR�JVT�I\KK`TLKPH� � �

� � [^P[[LY�JVT�I\KK`TLKPH

buddymedia.com

Appendix: Study Parameters

`�-VY�W\YWVZLZ�VM�[OL�Z[\K �̀�[OL�YL[HPS�PUK\Z[Y`�PUJS\KLK�JSV[OPUN��MHZOPVU�HUK�NLULYHS�YL[HPS�JSPLU[Z�

� `�� -VY�ILUJOTHYRPUN��[OL�MVSSV^PUN�PUK\Z[YPLZ�^LYL�HUHS`aLK!�(\[VTV[P]L��)\ZPULZZ��*VUZ\TLY �� 7HJRHNLK�.VVKZ��,U[LY[HPUTLU[��-PUHUJL��-VVK� �)L]LYHNL��/LHS[O� �)LH\[ �̀�4LKPH��5VU�7YVÄ[� �� :WVY[Z��;LJOUVSVN �̀�;LSLJVTT\UPJH[PVUZ�HUK�;YH]LS� �3LPZ\YL�

� `�� 7VZ[Z�VU�7HNLZ�^P[O�SLZZ�[OHU�����MHUZ�^LYL�UV[�PUJS\KLK�PU�[OL�Z\Y]L �̀

� `�� (SS�7VZ[Z�JVU[HPUPUN�NLV�[HYNL[PUN�KH[H�VY�7VZ[Z�UV[�]PL^HISL�PU�-HJLIVVR�^LYL�YLTV]LK��

� `�� ;PTL�VM�KH`�HUK�KH`�VM�^LLR�HUHS`ZLZ�^LYL�IHZLK�VU�^OLU�H�7VZ[�^HZ�W\ISPZOLK��UV[�^OLU�ºSPRLZ» � ������HUK�*VTTLU[Z�HJJY\LK�

� `�� -VY�[OL�7VZ[�SLUN[O�HUHS`ZPZ��<93Z�^LYL�UV[�PUJS\KLK�PU�7VZ[�JOHYHJ[LY�JV\U[Z�

Page 35: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 7

Entertainment Industry: %PO�U�0WFSMPPL�UIF�8FFLFOE

Media Industry: "WPJE�UIF�.POEBZ�/PJTF

SUNMON

TUES

WED

THURS

FRISAT

SATFRI

THURSWED

TUESMON

SUN

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

-40%

-30%

-20%

-10%

0%

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40%

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Sunday

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�����������

`�1FPQMF�BSF�NPTU�FOHBHFE�'SJEBZ�UISPVHI�4VOEBZ �CVU�CSBOET�BSF�OPU�BDUJWFMZ�QPTUJOH�UIFO�

0%

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Sunday

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������

`�4BUVSEBZ�BOE�4VOEBZ�IBWF�HSFBU�GBO�FOHBHFNFOU �CVU�CSBOET�BSF�OPU�BHHSFTTJWFMZ�QPTUJOH�UIFO�

`�"WPJE�QPTUJOH�PO�.POEBZ�

Wed

nesd

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Engagement Rate Variance % of Brand Posts

Wed

nesd

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Engagement Rate Variance % of Brand Posts

0%

0%

Page 36: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 8

Retail Industry: 5BLF�B�-PPL�BU�4VOEBZ �5IJOL�5XJDF� before Posting on Friday

`�'BO�FOHBHFNFOU�SPDLFUT�VQ�PO�4VOEBZ �CVU�CSBOE�1PTUT�BDDPVOU�GPS�POMZ����PG�BMM�1PTUT� on Sunday.

`���#SBOET�QPTUFE�IFBWJMZ�PO�'SJEBZ �CVU�GBO�FOHBHFNFOU�JT�TJHOJmDBOUMZ�CFMPX�BWFSBHF�GPS�UIJT�EBZ�� ������-PPL�UP�QPTU�NPSF�PO�4VOEBZ�

Automotive Industry: Sunday Is Your Friend

SUN

SAT

FRITHURS

WEDTUES

MON

0%

5%

10%

15%

20%

25%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

Sunday

Mon

day

Tues

day

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`�&OHBHFNFOU�SBUFT�TQJLF�TJHOJmDBOUMZ�GPS�1PTUT�NBEF�PO�4VOEBZ �CVU�UIF�BVUPNPUJWF�JOEVTUSZ�JT�TMPX� ������UP�DBQJUBMJ[F�PO�UIJT�USFOE �XJUI�MFTT�UIBO����PG�BMM�1PTUT�CFJOH�NBEF�PO�UIJT�EBZ��-PPL�UP�QPTU�NPSF� on Sunday.

0%

5%

10%

15%

20%

25%

-20% -15% -10%

-5% 0% 5%

10% 15% 20% 25% 30%

Sunday

Mon

day

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day

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SUNSATS

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WEDMONTUES

Wed

nesd

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Engagement Rate Variance % of Brand Posts

Wed

nesd

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Engagement Rate Variance % of Brand Posts

0%

0%

Page 37: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 9

Business and Finance Industry: Engagement Peaks Midweek

Fashion Industry: Engagement Peaks on Thursday

0%

5%

10%

15%

20%

25%

-60%

-40%

-20%

0%

20%

40%

60%

80%

Sunday

Mon

day

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0%

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`�.PTU�1PTUT�BSF�QVCMJTIFE�.POEBZ�UISPVHI�'SJEBZ �CVU�FOHBHFNFOU�SBUFT�EPO�U�TQJLF�VOUJM� ������8FEOFTEBZ�BOE�5IVSTEBZ �ESPQQJOH�TIBSQMZ�BHBJO�'SJEBZ�UISPVHI�5VFTEBZ��-PPL�UP�QPTU�PO��� Wednesday and Thursday when engagement rates are highest.

`�&OHBHFNFOU�SBUFT�QFBL�PO�5IVSTEBZ �CVU�TIPX�B�TJHOJmDBOU�ESPQ�JO�FOHBHFNFOU�PO�'SJEBZ�BOE� ������UIF�XFFLFOE �EFTQJUF�CSBOET�CFJOH�NPTU�BDUJWF�XJUI�1PTUT�PO�'SJEBZ��-PPL�BU�5IVSTEBZ�UP� ������QVCMJTI�DPOUFOU�

THURSWED

TUESMONSUN

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WED

THURSFRI SAT

Wed

nesd

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Engagement Rate Variance % of Brand Posts

Wed

nesd

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Engagement Rate Variance % of Brand Posts

0%

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Page 38: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 10

Food and Beverage Industry: Engagement High Midweek

and Saturday

Healthcare and Beauty Industry: -PPL�BU�5IVSTEBZ

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

Sunday

Mon

day

Tues

day

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0%

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60%

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Sunday

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`�0G�BMM�UIF�JOEVTUSJFT�SFWJFXFE �GPPE�BOE�CFWFSBHF�CSBOET�XFSF�QSPQPSUJPOBUFMZ�NPSF�BDUJWF�XJUI

������QVCMJTIJOH�PO�UIF�XFFLFOE�BT�DPNQBSFE�UP�PUIFS�JOEVTUSJFT �BMUIPVHI�FOHBHFNFOU�SBUFT�QFBLFE� ������PO�5VFTEBZ�BOE�8FEOFTEBZ �BOE�BHBJO�PO�4BUVSEBZ��

`���'PPE�BOE�CFWFSBHF�CSBOET�TIPVME�MPPL�UP�UIFTF�EBZT�5VFTEBZ �8FEOFTEBZ�BOE�4BUVSEBZ�BT� �������iBODIPSTw�GPS�DPOUFOU�QVCMJTIJOH��

`�&OHBHFNFOU�SBUFT�QFBL�PO�5IVSTEBZ�TP�IFBMUIDBSF�BOE�CFBVUZ�CSBOET�TIPVME�QVCMJTI�UIFO�UP

������DBQJUBMJ[F�PO�IJHIFS�FOHBHFNFOU�SBUFT��4BWF�UIF�CFTU�DPOUFOU�GPS�5IVSTEBZ �XIFOFWFS�QPTTJCMF�

SUNMON

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Wed

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Engagement Rate Variance % of Brand Posts

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Page 39: Buddymedia: Strategies for effective facebook wall posts

ª������#VEEZ�.FEJB�*OD��1SPQSJFUBSZ�BOE�$POmEFOUJBMwww.buddymedia.com [email protected] 11

Sports Industry: Post More on Sunday

Travel and Hospitality Industry: -PPL�5PXBSET�UIF�&OE�PG�UIF�8FFL

0%

5%

10%

15%

20%

25%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

Sunday

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Sunday

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Page 40: Buddymedia: Strategies for effective facebook wall posts

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Page 41: Buddymedia: Strategies for effective facebook wall posts

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Page 42: Buddymedia: Strategies for effective facebook wall posts

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1PTUT�UIBU�FOE�XJUI�B�RVFTUJPO�SBUIFS�UIBO�IBWJOH�JU�BU�UIF�CFHJOOJOH�PS�NJEEMF�IBWF�B�����IJHIFS�FOHBHFNFOU�SBUF��Given the desired outcome of a question Post is to invoke a

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facebook.com/buddymedia

twitter.com/buddymedia

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Conclusion