Best Practices for Sharing Content on Facebook
Your posts are only effective if they're read
As with every platform, the frequency of how often you post should be guided by the feedback from your audience. Begin with one to two posts a day, and then vary your pace to see how it affects engagement. Organic, non-paid post reach is on the decline as Facebook becomes a busier network, so keep in mind that each post will only reach a percentage of your fans. Focus on sharing content that produces engagement with your audience, such as well researched articles that include a lot of valuable information. This will give you a better chance of reaching both your fans and their friends. Use Facebook Insights to analyze a few weeks worth of data at a time to determine what works consistently with your audience.
Shorter posts get better engagement, so a good rule of thumb is to keep the lengths of your posts to a maximum of 120 characters. When writing your post, think about what kind of action you want to elicit from your audience. For example, if it’s comments you’re after - end your post with a question. If it’s Likes, a visually impressive photo may do the trick.
Facebook actively discourages click-baiting on the platform. Make sure to craft your posts with clear language so when your followers click through, they receive the content they were promised. When sharing URLs, ensure the images that accompany the articles will display as a prominent, large thumbnail and pick the best image to accompany the post. Posts with large images are prioritized in the newsfeed and the minimum image size to generate a large thumbnail is 600 x 315 pixels.
While hashtags can be utilized on Facebook, it’s best to use them sparingly like when you’re running a cross-platform campaign and want to track all the posts associated with it.
Lastly, use the Facebook targeting options where appropriate. If your fans and customers are located all over the world and you’re actively promoting a local event, limit those posts by the appropriate geographical location to avoid annoying your audience elsewhere.
In summary, focus on sharing high quality content that will elicit a response from your audience. Keep the length of your posts under 120 characters and write the copy with a specific action in mind. Optimize the images in your blog posts to take advantage of the priority Facebook gives to large visual content. Encourage your colleagues to publicly share your company content, use hashtags sparingly and target your updates when necessary.