Even if you’re using the best marketing practices on Facebook, you can still take engagement and virality to the next level.
Let’s assume you’ve adopted some of the best practices of getting good results posting to your Facebook fans:
- Understand your audience and what they care about;
- Post content that doesn’t just say “me, me, me;”
- Use calls to action (“click like if…”, asking questions, or simply saying “tell us in the comments section…”) to get more engagement; and
- Look at the visibility, likes and comments of individual posts to see what’s working and what’s not.
More Advanced Facebook Posting Strategies
Now how can you take it to the next level? How can you get even more likes and comments without a whole lot more effort?
And how do you post good content frequently if you don’t have the time or resources to create a lot of your own fascinating content?
I’ve been testing out a service called InfiniGraph that solves these problems. It does two key things:
- Hypercuration™: It analyzes Facebook pages you choose, compares them to the audiences of other big pages, and finds the most liked, commented on and retweeted posts by those pages.
- Content Optimization and Reposting: It analyzes your Facebook page and Twitter account to find the busiest interaction times and days of the week, then reposts your most engaging and viral content at those times.
Hypercuration (yes, they trademarked that) is really cool. Let’s say you’re growing a Facebook fan page for a company that sells plus size women’s fashion. You can add other such brands like Lane Bryant, Roaman’s, and Eloqui, then Infinigraph will find the most viral and engaging posts for you.
Below is a look at the most recent, engaging and viral content from The New York Times.
And below is a look at how hypercurated content is mixed when you use multiple brand searches:
Mapping Brand Affinities Against The Social Graph
Behind all the posts, InfiniGraph has mapped out how much affinity brands have for one another, based on how the same users have interacted with those brands’ content. I don’t think there’s every been a database with correlations like that in the history of business.
For example, you find that the same people tend to engage with and share content from Wal-Mart, People, The Food Network, and Old Navy. You can use that information for other marketing or advertising campaigns, or share their content on your page.
Content optimization and reposting works on the assumption that not all your fans are seeing all your posts. Plus, these posts are proven and so are the times and days they’ll be reposted.
If you haven’t already manually determined the best times of day and days of the week for posting to your Facebook audience (using either Facebook page insights or PageLever), you’re missing out. That’s when you should post your best material. Or you can let InfiniGraph queue up your most engaging and viral content to automatically be posted at those times every week.
How Military.com Got 41% More Likes On Posts
Military.com has been using InfiniGraph, and when I ran the Facebook page’s publicly available data in Excel, I found:
- Reposted content gets 41 percent extra likes and 43 percent extra comments. These are missed opportunities without the reposting.
- Content posted by Infinigraph gets 2.7 percent more likes and 15.1 percent more comments than content posted via web or SocialOomph. I take it that the latter content is chosen by a human editor- of course, the more engaging and viral content was chosen by Infinigraph’s algorithms and data set.
Readers, what inspires you to engage with pages — do you embrace that when trying to get engagement on your own page?
Brian Carter is author of The Like Economy: How Businesses Make Money With Facebook, and co-author of Facebook Marketing: Leveraging Facebook’s Features For Your Marketing Campaigns.