Chapter 4: Marketing with Facebook

Which time to post on Facebook will get you the most shares?

1 pm

What is the recommended number of hashtags that you should use on a Facebook post and why?

1-3 hashtags; using too many hashtags lowers engagement

What should brands and businesses do when using Facebook Live to engage with their target audiences?

1. Build anticipation by letting fans know ahead of time that they will be broadcasting live and have viewers subscribe to receive notifications when the brand is live 2. It is recommended to go live for at least 10 minutes - the longer the broadcast, the more likely people are to discover your video (Facebook automatically publishes the live video on your page after the broadcast ends)

What should businesses do to shift their Facebook marketing strategies as a result of Facebook Zero?

1. Post less frequently 2. Post highly valuable, engaging content that builds personal interactions with fans 3. Target a specific audience with posts 4. Post timely, trending, or newsworthy topics 5. Utilize storytelling through content 6. Post content that creates conversions among followers 7. Create and post more video content (360 Video/Facebook Live) 8. Experiment with Facebook Messenger as a way to interact with customers on a one-to-one basis 9. Increase Facebook advertising; this will be the only way your posts will be seen among followers 10. Diversify to other social media platforms

Why should brands/business use tags in their Facebook posts?

1. Tagging makes posts stand out and increases the chance of having that person or company share a brands post to his or her/its followers 2. Tagging increases a brands SEO value and Google ranking since the tagging of a popular page makes a company's content more likely appear in Google when people type in the keyword or company related to the Facebook post

What is the best image size for posting photos on Facebook?

1200x628 pixels with a minimum width of 600 pixels

What is the ideal amount of characters that one should use in a text Facebook post?

140 characters or fewer; 40 characters is ideal

Which time to post on Facebook will get you the most clicks?

3 pm

What percentage of followers like a page to get a coupon or discount?

42%

What percentage of users get annoyed when a brand is too promotional on social media?

57%

What percentage of male users access Facebook?

62%

What is the recommended content types that should be posted on a brand's Facebook page?

70% of all content shared are videos, with 20% image posts and 10% link posts

What percentage of female internet users access Facebook?

74%

Why is video becoming a dominant force on Facebook for brands?

79% of consumers would rather watch a video to learn about a product than read text on a page / 84% of consumers have been convinced to make a purchase after watching a brand's video

Why is it important to include captions in your videos?

85% of Facebook videos are watched without sound

What percentage of social messages to brands go completely ignored?

89%

What are the most optimal times to post on Facebook?

9 am, 1 pm, and 3 pm

What percentage of online users access Facebook on their mobile device?

96%

Why is it imperative that a brand establishes a consistent voice on social media?

A brand must establish a consistent voice on social media that speaks to its target audience and that is consistent with brand values

What is the most ideal way to include a link in your Facebook post and why?

A built-in Facebook link; they receive twice as many clicks compared to links typed into a photo update

What should your Facebook posts include in order to direct followers to your website, blog, or product page?

A call-to-action link

What is Facebook Zero?

A change to Facebook's newsfeed algorithm in order to prioritize person-to-person interactions among friends and family over posts from branded Facebook pages

What is the social media rule of thirds?

A rule that states that 1/3 of content should promote the business; 1/3 of the content should be shared from other businesses, industry thought leaders, news articles, or other pages; 1/3 of content should be based on personal interactions with employees, customers, and followers on social media

What types of baiting should brands/businesses avoid on their Facebook posts?

Click-baiting, tag-baiting, comment baiting, vote baiting, react baiting, and share baiting

Why is it important for businesses to be authentic and share content in an authentic manner that they think customers will be excited about?

If brands aren't authentic with their posts and always worried about making a sale, they risk alienating their audiences

Where should hashtags be placed in a Facebook post?

In the middle of the end of a sentence (avoid using too many in the middle)

Which country has the highest amount of Facebook users globally?

India with 270 million users

Which social media platforms did Facebook acquire?

Instagram and What's App

Why is it important to create a proper Facebook content strategy?

It can help businesses meet their social media marketing objectives

Why is Facebook Insights so helpful?

It helps businesses understand how content is performing, in order to meet social media marketing objectives, and adjust strategies if necessary

How does Facebook Insights assist brands on choosing the optimal times to reach their target audiences?

It provides for brands to track the days and times when their fans are online, allowing companies to schedule posts to appear when their audiences are most often online

Why is sharing third party content on your Facebook page important?

It shows followers that the brand knows the industry and increases reach by connecting your own brand to another social media account; Customers will follow and visit the brand's page on a continuous basis to stay up-to-date on the latest trends and information

Why is it useful for brands and businesses to utilize Facebook Live?

It's a fun way to connect with followers, enabling brands and individuals to share perspectives in real time, and are viewed 3X longer than non-live videos; when brands go live on Facebook, their non-live page content receives more exposure as fans go to their page to see more content; it allows brands to engage directly with audiences in an authentic way by answering customer questions and interacting in real time

Why is it important for brands/businesses to run contest and promotions on Facebook?

It's a great way to boost engagement and interact with fans; 35% of Facebook fans like Facebook page specifically to compete in contests

Why should a brand or business use Facebook's 360 video in their posts?

It's a way for brands to showcase content in an immersive way, allowing followers to experience different places around the world

What is Facebook Insights?

It's an analytic tool that can help brands measure the effectiveness of their social media strategies

What is the best format to use for Facebook videos?

MP4

Who founded Facebook?

Mark Zuckerberg

What should brands/businesses do when tagging in their posts?

Only tag a person or page when the tag is relevant to the post

What average number of videos are watched on Facebook everyday?

Over 8 billion videos

How do photos compare to Facebook text posts?

Photos on Facebook receive 53% more likes, 104% more comments, and 84% more link clicks than text posts

Why is utilizing pinned posts on Facebook important to a brand or business?

Pinning important events, announcements, customer testimonials, promotions, special offers or discounts, contests, giveaways, or high-performing posts is a great way for brands to gain more engagements and reach

Why are hashtags so important when posting about your brand on Facebook?

Posts with hashtags receive 60% more interactions on average than posts without hashtags

What does engagement on social media involve?

Responding to comments, liking, sharing, and commenting on mentions of your brand or Facebook posts from other brands, industry thought leaders, customers, and employees

Why should brands/businesses provide coupons or discounts on their Facebook page?

Studies show that coupon-based posts receive higher engagement rates when compared to giveaways and sweepstakes

How will Facebook Zero affect businesses on Facebook?

Their reach will drop significantly as Facebook users will see less content from brands, businesses, celebrity pages, and more content from friends

Why should a brand or business ask questions in their posts on Facebook?

They allow for followers to interact and engage directly with brands on social media, making followers feel like their opinions are valuable

What are hashtags?

They are displayed with a # sign, turn keywords into a clickable link, help followers find posts about a particular topic of interest, and make brands more searchable on Facebook

What are GIFs?

They are short, soundless video clips that loop and don't require a play button

Why are analytics important?

They are vital for any brands wishing to build successful Facebook marketing strategy

Why should videos be uploaded natively to Facebook when possible?

They auto-play in the Facebook newsfeed and receive mor engagement over linking to videos posted on another website

Why are GIFs so useful when marketing your brand on Facebook?

They help showcase a fun side for the brand, allow messages to be disseminated in a short amount of time, are easily shareable, and can convey a story or emotion better than a static image

Why is it useful to post positive posts or posts that include an exclamation point?

They receive 2.7X more interactions on Facebook

Why should square videos be used over landscape videos?

They take up 78% more real estate on mobile and outperform landscape videos for engagements, views, and reach

What are the most optimal days to post on Facebook?

Thursday - Sunday

What should you include to get the most out of Facebook photo posts?

Use high-quality photos to increase visual appeal, avoid stock photos, keep a consistent design aesthetic across all photos, and include the company logo or branding on every image to gain brand recognition on social media

What age range of users does Facebook have the most reach with?

Users aged 18-49

Why are emojis useful in promoting a brand or business on Facebook?

Using emojis within posts is a great way to increase engagement, especially among younger target markets

What is click-baiting?

When a post uses a headline that encourages followers to click without giving information about what they will see

What should brands take into account when choosing the optimal time to reach their target audiences?

When their target audiences are most likely to be online

What was the reason behind Facebook Zero?

Facebook's statement that interacting with people is associated with a greater sense of well-being, while scrolling through a newsfeed passively reading branded posts and not interacting with others tends to make people feel less happy

Which gender predominately uses Facebook?

Female

How can a business or brand develop relationships on social media?

Find ways to engage and interact with customers

What is the best day to post funny or upbeat content on Facebook and why?

Friday; people tend to be happier on Friday

Why is it important that brands and businesses engage with customers on social media?

How brands respond and how quickly they respond to comments and questions on social media is vital; By listening and responding to customers in real time, brands can strengthen customers' overall satisfaction with the brand