FB Content Strategy and the statistician that drowned while crossing a stream that was on average 6 inches deep

What does this old statistician joke have to do with your Facebook content strategy? Simple enough. I am frequently reminded of this old joke when I see advice directed to people that are trying to make the most out of their content strategy on Facebook. You have heard them before for sure:

  • “Photos on Facebook Pages receive 53% more Likes than the average post”
  • “Posts between 100 and 250 characters get 60% more Likes, comments and shares than ones that are more than 250 characters”
  • “Highest engagement occurs on Thursdays and Fridays”
  • “You must have apps built for your page in addition to the standard apps provided by Facebook”
  • “Videos are a  must”
  • You must post 2 times a day

What is wrong with this advice? nothing in particular if your page behaves absolutely like the average page.  But what happens when your page does not follow the average behavior?  At Dashlytics we use data from our clients’ Facebook pages, and our analytics engine determines what is the right facebook posting strategy for their own pages.  We provide recommendations that are specific to them, not to the average page on Facebook.  Sometimes the findings are in agreement with the statements above. But sometimes the findings are in complete disagreement.  That is how some of our clients have found that specifically for their page: (these are findings from different clients)

  • Client X found that for their page, Status Updates had 2 times the engagement of photos, and 4 times the engagement of videos.  They were able to optimize their marketing spend by shifting part of the focus to status updates (low cost) vs. photos or videos (high cost)
  • Client Y found that their highest engagement occurred on Mondays and Tuesdays
  • Client Z found that the top five tabs visited on their page did not include any of the apps they had paid to have built.  Their followers were using the apps provided by Facebook such as Photos, Likes, etc
  • Client ABC found that to engage women who were between the ages of 25 and 34, they needed to post on Wednesdays and that links had greatest engagement when posted on Mondays at 7 am PST.
  • Client CDE found that they achieved highest engagement when posting 1 time a day

So it is very possible that when it comes to your own facebook content strategy, you may find yourself drowning if you are trying to emulate what defines success for the average page which may or may not be what will drive success for your own page.

What is your experience?

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