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What Your Last Facebook Post Says About Your Brand

Egan Cheung
Manager, Revenue Performance Analytics

My last post to Facebook was seeking a recommendation for kiteboarding near Cozumel.  I posted it 17 days ago, and I've had more person-to-person conversations about Kite-surfing in the last 2 weeks than I have had …. more or less ever.  Given that I spend most weekends changing diapers or at the Home Depot, I have not felt this cool in some time.

Recently, Mashable and Eyetrackshop ran an eye tracking experiment to see what people look at in social profiles and found that:

  • Profile photos get prime attention (except on LinkedIn where Job Title get more attention than anything else)

  • The top post is the thing that people will walk away thinking about.

  • Who you trust and who trusts you was ubiquitously importantfacebook-b2b-marketing


Now, I am probably the exception in terms of frequency of personal updates, but I have noticed that many organizational social update frequencies mirror mine - let's judiciously call it 'bursty'.  I don't know about you, but if I am absent from updates for a few days, I am going to make sure to always leave Facebook idle with something that I want people to associate with me as the last post - it leads to real life conversations I might not have otherwise had.

If your company tends to update your pages in bursts, or leaves it idle over the weekend, and one of the goals of your social strategy is to guide a conversation about your brand by customers and prospects both online and in person, then you might consider this for your business as well.

By the way, please definitely read 10 Ways to Juice your Facebook Fan Page for B2B Marketers by Joe Chernov which includes reasons why NOT to be bursty to begin with along with a wealth of other practical suggestions for your top-post, such as:

  • Use Photos: The Richer the Media, the Deeper the Engagement

    • Links 37%, Photos 40% and Videos 45% engagemen 

  • Try to consistently post once or twice per day, but don't over do it.  Post on weekends.

  • Beware the auto-post


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