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This article was published on April 6, 2011

How to Create Effective Facebook Wall Posts

How to Create Effective Facebook Wall Posts
Courtney Boyd Myers
Story by

Courtney Boyd Myers

Courtney Boyd Myers is the founder of audience.io, a transatlantic company designed to help New York and London based technology startups gr Courtney Boyd Myers is the founder of audience.io, a transatlantic company designed to help New York and London based technology startups grow internationally. Previously, she was the Features Editor and East Coast Editor of TNW covering New York City startups and digital innovation. She loves magnets + reading on a Kindle. You can follow her on Facebook, Twitter @CBM and .

We recently interviewed Buddy Media, an incredibly successful SaaS platform for brand’s Facebook Pages, claiming 8 out of the 10 top global advertisers as clients.

Today, Buddy Media announced its latest research compiled by analyzing all Facebook Wall posts, “Likes” and comments from the Buddy Media Platform by more than 200 of their clients during the two week period between January 30, 2011 – February 12, 2011. The results were then analyzed and the resulting strategies are essential tips for brands to create effective Facebook Wall posts.

“Brands and agencies are always looking to communicate more effectively with their fans on Facebook, and we have the tools and research to help them do just that. While marketers may work Monday through Friday, Facebook is humming with activity 24-hours a day, seven days a week,” said Buddy Media CEO Michael Lazerow. “The Buddy Media Platform makes it simple for marketers to manage their Facebook presence anytime, anyplace and anywhere, and gives us the ability to surface data that reveals these best practices for all of our clients.”

Post Length: On average, posts between one and 80 characters had a 27% higher engagement rate than posts with more than 80 characters, yet accounted for only 19% of all posts.

URL Shorteners: Engagement rates are 3 times higher for posts that used a full-length URL, rather than a URL shortener. Find out which URL shortener is best for you.

Post Timing (Hour): Brands that posted outside of normal business hours had 20% higher engagement rates on their posts.

Post Timing (Day): Engagement rates on Thursday and Friday are 18% higher than other days of the week.

Keywords: Avoid the hard sell. “Events” and “winning” were the keywords associated with promotions that had the highest engagement, while “buy,” and “shop” had low engagement.

Buddy Media compiled its data based on 3 primary metrics: comment rate, the number of comments as a percentage of fan base; “Like” rate, the number of “likes” as a percentage of fan base; and Engagement Rate, a combination of the above factoring in fan base size.

To date, Buddy Media has raised 38.3 million in funding, backed by WPP (NASDAQ: WPPGY), Softbank Capital, Institutional Venture Partners, GGVC, Greycroft Partners, Facebook investor Ron Conway, Facebook board member Peter Thiel, Zynga founder and CEO Mark Pincus, Roger Ehrenberg and others.

Interested in learning more about Buddy Media’s Facebook brand strategies? Read our interview with MJ, Buddy Media’s CCO.

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