Best Practices for Using Facebook

(Adapted from Facebook’s Help Center)

Be succinct.

Posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters.*

Post regularly.

Post several times a week to stay top of mind for your fans. Consistency is also a key. For example, you may want to post regular announcements on the same day every week so your fans know what to expect and can look forward to hearing from you.

Post at optimal times.

Only you know what’s right for your audience, and you can use your Page Insights to figure out what’s working (for instance, try posting at different times of the day and see when you get the most engagement). User engagement with Facebook Pages is highest from 9 to 10 p.m. overall, and the 18-24 demographic is the most engaged during this time.*

Be specific and relevant.

Know which audience you’re talking to. When posting to your page, your message will reach fans who are likely to be familiar with your office, department, or organization, so insider content can make them feel “in the know.”

Be seasonal and timely.

Fans are more likely to engage with topics that are already top of mind, such as current events, holidays or news. For example, Facebook found that posts mentioning Independence Day on July 4th generated about 90% more engagement than other posts published on that day.*

Be relevant.

Post content that shows you know your audience. For example, reference community or campus events, or link to articles that your audience will care about from your website or other credible publications.

Post photos and videos.

Posts including a photo album, a picture, or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.*

Use bold, Carleton-associated visuals.

Grab your audience’s attention by using simple images with a clear focal point. Images with highly saturated colors also help the creative stand out against the site’s white background. Feature images that capture the essence of Carleton and/or your office, department, or organization. Your profile image may be a logo, but people should also recognize your department or organization in the images you feature.

Craft compelling content.

Use the content guidelines above to create interesting content. Use plain language that is is clear, concise, pertinent, efficient, and flows well for the reader.

Speak with the specific (human) voice of your office, department, or organization.

Include key words that are unique to your organizational identity.

Give fans exclusive access to content.

This rewards them for their loyalty. Take them behind the scenes of events to make them feel special. Announce new initiatives in your area to fans on Facebook before anywhere else when appropriate. Post exclusive photos from events.

Get your audience involved.

Encourage interaction. Get input and feedback from fans about your department, service area or organization. Create a question post or write a text post with a “fill-in-the-blank”. Fill-in-the-blank posts generate about 90% more engagement than the average text post.

Include your call to action early.

Let your fans know how to engage with your content. Should they like the post? Share with friends? Comment? Answer a question? Be sure to include your call to action within the first 90 characters, to ensure people know how to engage.

Share posts from fans.

Recognize your fans’ contributions by responding to high quality, relevant user-generated content that shows your fans know your office, department, or organization and are passionate about it.

* All engagement data and statistics are based on internal Facebook studies and represent average results.