American Independent Business Alliance

While there is no single right way of creating a perfect Facebook post, there are some best practices you can follow to help make your posts more successful.

Here are 7 tips:

  1. Have a Clear Goal/Support a Clear Goal
  2. Ask for Engagement
  3. Include a Photo and a Link
  4. Be Brief and Use Compelling Language
  5. Be Provocative (or Inspirational)
  6. Keep it Real, and Relevant

Have a Clear Goal

The key to a successful Facebook post is to start with a clear objective.

  1. Define your objective
  • What do you want this post to do?
  • Am I driving traffic to an intended website?
  • Am I trying to encourage comments to build community?
  • Do I want people to share this information or spark a debate?
  1. Post it in an enticing way.EXAMPLE:
    Interested in Crowdfunding? Then check out this great information provided by LINK. 
    TIP: If you want someone to click on a link use an enticing headline.


Ask for Engagement

A successful Facebook post has a clear call to action by asking people to follow through in a specific way.

 GENERAL EXAMPLES:
“Please share your ideas on _________!”
“Tell us what you think about_________!”

MORE DIRECT EXAMPLES: These are great to use in a closed Facebook post!
“How can we address the_________ issue in our community?”
“We are having difficulty with_________. Can someone give me any suggestions?

When getting answers 
Don’t expect lengthy responses to your questions. If you feel further information is needed feel free to ask contributors to expand their answers – this can be done in the thread or in a private message.

* Be careful about requesting people to post something to a friend’s page. Facebook frowns on this activity since it can  be considered spamming. You may ask people to share something, but never require them to post on another person’s Wall (aka Timeline).

Include a Supporting Link

When linking in your post, consider the following to be typically true:

  • Text-only posts generate minimal interaction
  • Linked photo posts generate moderate interaction
  • Link posts generate maximum interaction

*NOTE: Providing a linked resource is a great way to represent yourself as a leader and knowledgeable voice on the post topic.

Use Concise, Compelling Language

Posts with fewer characters (ranging from 40 to 70) get the best results.

EXAMPLE of a concise but less compelling post:
Campaigns are a good way to educate your community on the importance of buying local.

EXAMPLE of a compelling post:
Educating your community is a great way to stress habits and spending. Here is a resource I found very useful – Top Reasons to Buy Local, Eat Local, Go Local. Please share this information to spread the word about the importance of going local!

Avoid “Clickbait”

Clickbait refers to using misleading language to generate clicks, without fulfilling the promise made by the statement.

EXAMPLE:
“You will never believe what insane thing this organization did to crowdfund!”

Be Provocative or Inspirational

When posting ask yourself if what you are contributing will touch on viewpoints with which the audience they can strongly identify. This can generate a good response.

BE POSITIVE:
Positive posts can generate more constructive engagement than a negative ones.

Keep it Real and Relevant

It’s important your posts provide an authentic representation of who you are. Genuinely shared posts engage your audience in a way which shows you understand them and their needs.

Resources:
The Anatomy of a Successful Facebook Post

 

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