The Perfect Facebook Post: Guidelines for Small Businesses
As more and more brands and services enter the social media fray, you will notice an uptick in boring, obnoxious, and overall uninspiring Facebook posts. Heck, as a community manager, I’m guilty of it myself. This article will help serve as a guideline for the perfect Facebook post.
Before dissecting the anatomy of a post, let’s discuss the frequency of which you post. I stick to the two-a-day rule. This is a great way to share content on different topics and stay fresh in the minds of followers. If you post more than two or three, it is time to learn the difference between Twitter and Facebook. That’s not to say that if it is a particularly eventful day around your brand that you can’t make more posts. There are even some schools of thought now that say to “post away,” as the chances your brand gets noticed in people’s news feeds are daily diminishing because of the sheer volume of posts and other changes in Facebook functionality that dictate your brand’s visibility.
As we all know, social media, Facebook in particular, is a place where your brand or organization develops a human voice. It’s a place to pull back the curtain and show the personality of your business. Even if you are a particularly refined or stately (stuffy) brand, Facebook is a place where you engage with real people as a real person. The tone of your post should be personal, fun, engaging, and warm, to any degree that these will fit your brand.
There is also debate as to the length of a Facebook post. Some say 90 characters, while others note the optimum post is about 160 characters in length. I lean towards the latter because it is exceedingly difficult to whittle thoughts and messaging down to 90 characters. If it’s going to be that short, then stick to Twitter. One hundred-sixty characters is enough to get a good headline and call to action in, along with an upload and have the whole message remain visible when posted. If you are sharing a link and the snippet of text that is pulled in with the link doesn’t work to make it more appealing, edit that copy by clicking on it before sharing, and use that copy to tell more of the story. This, in turn, will help with click-through and to reduce the length of messaging in the post.
It is proven that images and video increase engagement with a post. Try to add imagery to posts to get the most out of them. Simple status updates and reminders can be brought to life by a quick visit to the company’s photo archives or Google Images. Find an image that underscores the messaging, with extra bonus points if it is funny, pretty, or sexy.
Ultimately you want to leverage your social media to drive fans toward a conversion, whether it’s as simple as getting them to a post on your blog or having them fill out an online form or purchasing a product. The addition of the link completes the trifecta of headline/call to action, media, and destination (link). The link can serve to stir up the conversation and increase engagement among your page’s followers or satisfy a business goal, but the addition of the link is essential for the optimal Facebook post. If the link you share doesn’t add a strong graphical element, then upload a relevant image that will draw in the eyes of followers, because you are competing for attention in very busy news feeds. Also, if you add an image, keep the link toward the beginning of the post to ensure it is seen.
Use the image above as a model for what your perfect Facebook post should look like.
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