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Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

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Setting up a Facebook marketing strategy

For marketers seeking to use Facebook to promote their brands, there are several tips and tricks that can optimise those social media campaigns, according to research report from Buddy Media.

The report, entitled 'A Statistical Review for the Retail Industry: Strategies for Effective Facebook Wall Posts', identified the key variables that influence the performance of brand posts on Facebook, specifically for the retail industry.

The company analysed user engagement with existing Facebook wall posts from nearly 100 of the world's largest retail brands during the first six months of 2011, examining three main success metrics for those posts:

'Like' Rate: the number of 'likes' as a percentage of fan base;
Comment Rate: the number of comments as a percentage of fan base;
Engagement Rate: a combination of the first two rates, factoring in the actual size of the fan base.

Among the strategies identified as having the greatest impact:

Wednesday is the best day to post
Although retailers publish evenly throughout the work week, engagement rates spike on Wednesday, at about 8% above the average engagement rate.
Don't post too often in a day
Facebook users engaged 40% more with fewer than three posts a day from a given brand. Retail brands who post fewer than three times a day receive a 32% higher 'like' rate, coupled with a 73% higher comment rate.
Short posts work best
Posts with a maximum of 80 characters earned 66% higher engagement than longer posts.
Questions get fans talking
Although retail brand wall posts containing questions receive slightly lower overall engagement (in terms of both 'likes' and comments), this type of post also generated more than double the number of comments compared to non-question posts.

"Social media is changing the way people buy and sell online, as the majority of online shoppers trust recommendations from friends more than any other source," concluded Buddy Media CEO, Michael Lazerow.

Sources: Buddy Media / The Marketing Factbook.
Copyright © 2011 - 2026 The Marketing Factbook.

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Have you seen The Marketing Operations Playbook?

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)