• Thanks for the post Shelly. Working in the tech industry, we try to spur community conversations with our Facebook page, especially considering the often controversial nature of our products. I need to start adding more calls to action that involve questions that encourage community responses, so this post was a good reminder.

    • Anonymous

      Good. Glad you enjoyed it, John. Let me know how it goes as you experiment with that more – I’d love to know. Or read about it in a post (heh).

  • Every business has different Facebook marketing goals.  It’s important to post content that your target audience will appreciate.  Don’t post anything just because the other guys are doing it.  Coupons and promotions might work for some businesses, but if it doesn’t align with your brand don’t bother.  

    • Anonymous

      Absolutely true! It always goes back to your specific goals. Well said Nick.

  • I would disagree and certainly will not change how I post or my strategy. For instance, one of my clients is  multi-unit franchise and the posts & updates that are ABOUT the company will receive little to no response or engagement. The days that we post random, fun things are the days that generate a TON of engagement. Guess which one we do the most? I’ve seen the same pattern with other clients. 

    The end-user doesn’t care about strategy. They’re there to have fun. It’s just the marketers that are there to work. 

    • Anonymous

      I agree Kristen that talking about yourself on Facebook all day every day isn’t the key to success. But that’s not what this post or the research is necessarily advocating. And, like you, when we work with clients and manage brand pages and communities, our goals are always to not only be informative, but provide resources and an occasional laugh for the members of our FB community. And sometimes people are using FB for fun – but not always.

      Keep in mind this post is based on research done by Facebook, not our own research, so you have to take that with a grain of salt, all things considered. 

      Excerpted from the post above “Encouraging the sharing of information, as well as conversation and dialogue, are two of the primary goals of Facebook marketing, regardless of your business or industry” and the points discussed are specifically related to generating likes and generating shares. 

      I think the right answer – at least in terms of what works for us (regardless of what Facebook says) is a nice mix of brand-related content and calls to action along with fun and quirky content. And if you really want engagement, throw in a picture of a cat.

      In any event, I appreciate your comments – it’s always nice to hear what others experience and/or are thinking :))
      Read more: Facebook Research: Brand-Related Posts Drive Most Engagement | PRBreakfastClub https://prbreakfastclub.com/2012/05/18/facebook-research-brand-related-posts-drive-most-engagement/#ixzz1vczSSqtO

      • 2 notes… 1) I wasn’t disagreeing with you but rather the “findings” and 2) When cats fail, I find singing hamsters do a great job, too. Thanks for always giving me/us great stuff!

        • Anonymous

          Singing hamsters. I am so going to have to try that. Cats .. it’s freaking incredible!!!! And for the record, disagreement is always welcomed .. life would be boring if we all agreed!


  • I would take Facebook’s research with a grain of salt. While I definitely think brand related posts are good, a business should also examine and learn from their own audience. What may work for one brand, may not work for another. You should be targeting your message for your audience, so they will come back for more. 

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