Monday, June 4, 2012

How to Compose the Perfect Facebook Message

Creating the perfect Facebook post requires more than simply writing comments on a Facebook page wall once or twice a day. The goal is to inform fans about interesting, current information by building a community where fans want to engage on the page regularly. There are a couple of key components needed to create the perfect Facebook post. Try to incorporate as many of these components as possible in each post:
1. Keep the Message Short and To the Point:

Sometimes followers will only see your post for a few seconds as they scroll through their newsfeed. Make sure you can catch their attention right away with a short message within the post.

2. @Mention or Tag:

Public figures, brands (other Facebook pages), and events can be tagged within the message on your post. By @mentioning something, people who, ‘liked’ the Ford Mustang page can also see the post about the Mustang on the CompareFord page, as demonstrated below. By tagging Ford Mustang, CompareFord could potentially reach 4,061,291 more people. Therefore, it expands the reach of your desired audience. The more people you reach, the greater possibility they could become fans of your page. This is a vital step in expanding interactions with current and future page fans.  Be sure your page likes the page that you are tagging or @mentioning before attempting to tag.
3. Picture:

Think quick! Which post attracted your attention first? 


Including a picture on a post is aesthetically pleasing to the eye. Referencing back to the concept of keeping posts short and to the point, using a picture attracts the reader’s attention right away, and they are usually quick to ‘like’, comment and/or share the picture post.

4. Link:

Including a link shows you have done your research and can offer more substance than the few sentences you include in your post. Providing relevant information via links shows fans they can depend on your page for updated, reliable information. 

4a.  Link Text Formatting:

When you copy a web link onto a post, sometimes the title or description text is too long and can be overwhelming for the reader’s eyes. Formatting link text keeps the information clear and to the point. Therefore, it increases the likelihood of the audience reading the message and responding to it. As shown below in yellow, simply double click the description to edit the information.

5. Call to Action:

A call to action, or a request for immediate action, helps the company develop interactions through engagement, which may lead to long-term relationships with page fans. Having a call to action is necessary for the perfect Facebook page post because building a sense of community on your page is important. Examples of effective calls to action are:
  •          Click ‘like’ if you like the Ford Fusion!
  •          Check out the link for more details!
  •          Which Ford model would you want to drive?

6. Spacing:

Most people skim posts on Facebook when they visit their home news feed. Try spacing your call to action from the body of the message. That way, readers can easily spot it and respond, even if they have not read the body of the message.

Also, think about how you can experiment with our suggestions above.  The components we highlighted will give you a solid starting point to play on your page.

Here is what Scott Monty, the head of social media for Ford Motor Company, has to say about a successful Facebook post: “Listen, pay attention, then jump into the conversation using their language. No one wants to hear jargon or marketing speak.”

What advice do you have for Facebook page administrators posting on their Facebook page?