How to Write Effective Facebook Posts

Dec 6, 2011

Succeeding on Facebook isn’t about amassing the most “likes” but about writing wall posts that inspire action.

“When done correctly, Facebook wall posts can generate buzz about your brand, offer insight about your customers and drive traffic to your website,” Monika Jansen wrote in a recent Grow Smart Biz article. “But if you’ve been crafting Facebook wall posts for any length of time, you know it’s not that simple.”

To help small business owners craft more-effective Facebook posts, Jansen shared the following five tips from Buddy Media, a social enterprise software company:

Shorter is better. “[P]osts containing 80 characters or less have 27 percent higher engagement rates,” Jansen wrote. “So, as with other copywriting, users are more likely to consume your content when it’s concise.”

URL shorteners aren’t all that. “When people can’t discern where that link will lead them, they may be less likely to click,” Jansen wrote. “Think about it-don’t you look for indicators in a URL to see what type of website it leads to?”

Timing is key. “Since most people are working, and not cruising Facebook, during normal business hours, be sure your posts are reaching them when they are looking for your content,” Jansen wrote. “So, schedule your posts for the morning hours or after work, when people will see them in their News Feeds.”

Know your best days. “In general, user engagement peaks on Thursday and Friday,” Jansen wrote. “But, depending on your industry, there are certain days that are better for posting on Facebook.” Buddy Media suggests companies in the automotive and retail industries post more on the weekend, according to Jansen.

Inspire action. “Just like website copy, your Facebook posts should present a strong call-to-action to motivate people to take that next step,” Jansen wrote. “Ask fans for ‘likes’ and posts-they’ll respond.”

To read the complete Grow Smart Biz article, click here.