Facebook marketing business Buddy Media today released their latest research: Strategies for Effective Facebook Wall Posts: A Statistical Review.
It caught my attention firstly because it is a good example of leveraging data from your business as a sales and marketing tool. Doing this effectively has a number of advantages:
- It positions your company as the expert. The way Buddy Media defines metrics (‘Comment rate’, ‘Like Rate’, and ‘Engagement Rate’) and offers easy sound-bites “brands that posted outside of normal business hours had 20% higher engagement” positions them as the go to authority on Facebook marketing.
- It helps your customers to quickly do their job better – e.g. by scheduling posts to happen outside of business hours.
- If you get out first, or have a unique angle/data set then your competitors will struggle to catch up – remember the way everyone used to quote the Admob mobile mobile internet report?
- Pretty and insightful graphics get posted a lot around the web (see below)
- The cost is limited to the time of a good analyst
Obviously you need to have enough traction to have a decent volume of data before you can pull this off, but if you are smart, you don’t necessarily need to be the biggest company in your market. For example our investment WAYN is a social network focused in the travel space that is doing well selling to tourist boards. Despite the fact that there are bigger social networks out there (e.g. Facebook) they have turbo charged their tourist board business by conducting research that is designed specifically for tourist boards and which is based on data gleaned from activity on WAYN. The trick is to establish authority – WAYN’s authority comes from their unique access to data from global travellers while Buddy Media shows their research is credible by emphasizing the sample size (200 of their customers) and the fact that the analysis is ‘statistical’.
As well as being an interesting case study in sales and marketing tools the results from the Buddy Media research are interesting in their own right. Beyond the out of hours posting point I mention above, they found that short posts (less than 80 characters) work best, and show which keywords work best. More detail in the graphics below.