Creating Killer Content for Facebook

What we’ll talk about

● The reality of Facebook reach● Why do people share content on social media?● Some DOs and DON’Ts for Facebook posts● Examples of “good” and “bad” FB posts

Disclaimer: While we stand behind these tips 100%, we of course can’t guarantee that they’ll skyrocket your Facebook reach/engagement. Just sayin’.

The reality of Facebook reach

The average reach for a Facebook post:

● February 2015: 7%● March 2015: 2.6%● April 2015: 4.11%● May 2015: 8.34%

(Stats from Locowise)

The takeaway: Reach is crazy unpredictable and

changes all the time!

Why do people share content on social?

1. So they can deliver valuable and entertaining information to other people.

2. To define themselves to other people. 3. To grow and enrich existing relationships.4. To feel a sense of self-fulfillment.5. To get the dang word out.

What do all of these motivations have in common?

It’s about THEM, not YOU.

The key is to create content that your followers can relate to and recognize themselves in.

Some DOs (straight from Facebook)

● DO share links with an image preview.

Intro/caption

Image preview (pulled in from link)

Link title & description

Some DOs (straight from Facebook)

● DO write longer posts for “stickiness.”

“We’ve discovered that if people spend significantly more time on a particular story in News Feed than the majority of other stories they look at, this is a good sign that content was relevant to them.”

Some DON’Ts● Don’t post click-baity links

○ Listicle with titles like “OMG You Won’t Believe #4”

● Don’t be too salesy● Don’t explicitly ask people to like or share● Drop the hashtags● Don’t re-use something if it didn’t work the first

time

Some DOs (from Team Edgar)

● DO be consistent○ Don’t let days go by without a post

● DO let your voice/personality shine through

Some DOs (from Team Edgar)

● DO make sure to engage with people who engage with you

● DO figure out the best times to post for your audience ○ Use your Insights for this

Some DOs (from Team Edgar)● DO try a variety of content and see what your

audience responds to

Some DOs (from Team Edgar)● DO get visual!

○ Experiment with single photos, photo groups, video, etc.

Some DOs (from Team Edgar)● DO share OPC (Other People’s Content)

○ links, quotes, photos○ things that would entertain/interest your audience

(it doesn’t always HAVE to be about your biz)○ if other pages in your niche are sharing something at

the same time, you should try sharing it, too

Some DOs (from Team Edgar)● DO use Pages to Watch to your advantage

Remember those 5 reasons people share content.

Make it more about THEM than YOU.

Let’s get hands-on!

Welcome Tom, the “voice” of Edgar on social media.

Let’s see if you can spot what’s wrong with some of these example Facebook posts:

Bad

Better

Bad Better

Bad Better

Bad Better

The wrap-up

● First and foremost, keep your audience in mind.

● Don’t be annoying.● Experiment! Try new things!● Do more of what works and ditch what

doesn’t.

Discussion time!

What tactics have YOU tried on Facebook that have worked really well?

Any questions for us?