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BizReport : Social Marketing : July 14, 2011

Facebook reveals best practices for journalist Pages

New research from Facebook delves into what types of posts on journalist Facebook Pages attract the most attention and feedback.

by Helen Leggatt

facebook logo.gifMany journalists run a Facebook Page to better facilitate the distribution of their stories and spark topical discussions. Media organizations have seen huge rises in referral traffic from Facebook.

But what works? Facebook's findings, based on the analysis of 25 journalist Pages across local, national and international media, show that "socializing" content, such as adding personal analysis to posts, and the use of images, are a must.

Get Personal

Tempting as it is to auto-publish stories to Facebook Page newsfeeds, adding a personal note lets Fans know the writer behind the news is engaging with them rather than employing an auto-publisher. Posts that include a journalist's analysis and personal reflections were found to receive 20% more referral clicks than that of an average post.

Spark conversation

Don't limit the extent of interaction on a journalist Page to posting story links. Include posts that stimulate feedback such as call to action or a question to motivate discussion.

Fans "Like" thumbnail images in links

Adding a thumbnail image to a story link attracts 65% more Likes, found Facebook, and encourages 50% more comments than posts with no images included.

Upload Photos

Even though just 10% of posts on journalist Pages consisted of uploaded photos, they attracted 50% more Likes than non-photo posts.

Post length matters

Longer posts get more feedback. Posts 5 lines deep attracted 60% more feedback than average and posts 4 lines deep 30% more than average. One-liners work, but are somewhat hit and miss.

Earlier this year Facebook launched "Journalists on Facebook", a Page intended as a resource for journalists looking to incorporate social media into their reporting and networking activities.

Tags: Facebook, journalism, media, social network, traffic generation

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  • This just goes to show you that there is no "cookie cutter" way to do social media marketing right. Every industry needs to figure out how their audience responds and what they expect. Following the herd is a quick way to failure.



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