If you run a business or professional Facebook page you probably want to get the most out of your efforts and optimize the results of your Facebook online presence. There are a couple important things you can do to make this happen.
First, it’s important to set a Facebook schedule and stick to it. Consistently sticking to your schedule, whatever and whenever that is, and producing quality content is the most important way to develop your online presence and build an engaged audience. How you develop your Facebook schedule should depend on a variety of factors, including the data mentioned below, but also something that will fit into your work flow and what you’re able to stick to.
You schedule also allows you to pre-schedule your posts and have them ready for the week ahead, an important strategy for building and staying on brand, running campaigns and measuring whether you’re meeting your Facebook growth goals.
Most metric measures suggest posting only once per day is optimal, and around 3 times per week.
While this is a good general rule, it’s also important to find something that’s manageable, and above all something you can stick to consistently. When I was first building my business I had the time and resources to post daily, Monday through Friday. Now that I’m managing multiple accounts I’ve recently adjusted my schedule to Tuesdays and Thursdays, because that’s what I can stick to.
For some clients I post 5 days a week on week days, which is important for them as they’re in a public information domain and consistently sharing information regularly is important for their brand. Most importantly, they have the resources to stick to that schedule.
For another client I post Monday/Wednesday/Friday, because it’s what they can afford, and if left to their own devices they’d post 2 times a day once every 2-3 weeks, which is sub-optimal.
From my personal observation engagement and views drops off toward the end of the week, and I see less engagement on posts Thursday and Friday compared to posts earlier in the week, but this may not hold true for your industry or your audience.
At this point, you may also be interested in what time of day would be the best time to post? Generally accepted wisdom suggests the best time to post is between 1-4 pm on weekdays.
Of course, this is based on when people are online, so the best time to post will always be when your audience is online and will engage with your post. I’ve had success posting at 9 am, when people are just getting into the office and checking their social media, or from 11 am to 1 pm when people are on their lunch breaks. Another good time, which illustrates the importance of developing an industry focus, is around 6-8 pm for a food blog I manage, because during this time window people are sitting down to think about what to make for supper or just checking back in on their social media while they eat their meal and are pre-disposed to engage on food posts.
There are multiple factors to consider when you’re developing your Facebook posting schedule, as I said above, the metrics give us a general guideline of what works best when, but doing some trial and error, and finding what works best for your audience and what schedule you can stick to most consistently are also important to consider.
Some other Facebook tips:
- Use images! I rarely post on Facebook without a photo or image. Images get more engagement and draw the eye more than just words on a page.
- Use relevant hashtags, but not too many. Stick to 3 relevant hashtags that would be terms people might search if they were looking for information on the topic you’re writing about.
I hope this helps you to develop a functional and productive Facebook strategy that increases your Facebook engagement and builds your audience.