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WHAT WE DID: For three months last summer, we worked with four newspapers of varying sizes to test recommendations made in a study done by Buddy Media, one of the largest Facebook fan page management companies.We provided the participating newspapers with a daily posting schedule, with recommendations for types of content and times of posting. One of the key findings by Buddy Media was that media companies in particular were posting content during normal working hours, while Facebook fan engagement is highest outside of normal working hours, and on the weekends.
THE TAKEAWAY: All of our participating editors reported increased fan engagement in terms of number of fans, likes, referrals and comments. Based on the results of our experiment, these are our recommendations if newspapers want to see increased fan engagement on Facebook:
Post content during times of peak engagement using Hootsuite or delayed publishing in Zope: 7 a.m., 11 a.m., 4 p.m., 7 p.m., 11 p.m.
Schedule content to post over the weekend
Ask a question when you can
Post content other content in addition to hard news
Use Facebook Insights to track engagement
Use Google Analytics to track page referrals
The webinar presentation and several takeaways are now available:
