Numbers behind Facebook

Some calls marketing an art.  However, if you’re in the business of marketing.  You’re very much into the science of marketing.  At the end of the day, your accountant only cares about your numbers.  Social media is no exception.  As the industry matures, more numbers are becoming available.  Today, we’ll look at some from the newly released report Strategies for Effective Facebook Wall Posts: A Statistical Review by Buddy Media.  In this report, Buddy Media analyzed “Likes” and comment data from over 200 clients for a period of two weeks.  Here are some numbers you may find interesting:

  • Posts 80 characters or less in length have 27% higher engagement rates
  • Engagement rates are 3 times higher for posts that used a full-length URL
  • Brands that post outside of business hours had 20% higher engagement rates
  • While industry plays a role, overall, engagement rates on Thursday and Friday are 18% higher than other days of the week
  • Posts that end with a  question have a 15% higher engagement rate

This report reinforced some of the data we looked at from Dan Zarrella earlier this week.  Post when your audience have time to engage will likely increase the success of your post.

Another interesting data from this report was around what to post to increase engagement.  Questions are always good conversation starters.  However, many brands also leverage Facebook to promote their offers.  In these cases, this report suggests that soft sell is the way to go.  Words like “event” and “winner” are well received by fans.  On the other hand, words like “coupon”, “exclusive”, even “free” are not the best words to use on Facebook.


Social media marketing and Facebook marketing remains to be a world of growth and opportunities.  As more marketers are becoming active in this space, we will sure gain more insights into how to best leverage these new tools.

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