Building a data-driven Facebook Strategy

For any internet savvy business, Social media is the most popular medium to reach a wide audience and engaging with existing patrons. With 2 million monthly active users and billions of groups and pages, Facebook is the most actively engaged social media platform and often a cornerstone of any social media strategy.

The Riddles

So, let’s look some of the most frequent riddles to solve when generating content for Facebook

What kind of Facebook posts should I create, the theme and tone to follow?

  1. Which format works best? Plain text, images, infographics or videos
  2. How often do I need to post content for the best results? Do I need to post daily or even multiple times a day?
  3. How long should I keep my posts? What character length?
  4. What time during the day should I post updates?

Well, the short answer is that there is no one correct answer.

Take A Hint

There are no definite rules to drafting a Facebook (or social media) strategy. Sure, there are some best practices but what works for one Page may complete fail for he other. The reason for that every page has a unique target audience, the people they would like reach and for him whom the content is created.

Different group of people consume information differently. One of the first thing to do is to understand what kind of an audience are you trying to reach with your page.

The second thing to do is to find out what pages are they already following, and learn from them.

Going to the mattresses

Whenever you launch a Facebook page and start posting content, you are basically competing with all similar pages for your audience’s attention. And this can actually be a good thing. Make it work to you favour. Make data-driven strategy decisions instead of taking wild stabs in the dark.

Follow the following

  1. Identify Your Main Competitor – Make a list of all the pages you think publish similar content as yours, particular pages that are doing well. Pages that have a large following and on an average get good engagement (like, comments, shares) on their posts.
  2. Use the Facebook Graph APIs to extract their post data for the last 3 months. You need at least 3 months data to find discernible trends.
  3. Analyse this data. Look for trends like, at what time did posts perform the best, do they get more engagement on images or videos, how often are they posting.

It may be a little tedious but it will give you real insights into how you should draft your strategy, and a well crafted content strategy can make all the difference.

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Graph APIs – What the heck is that?

You might think to yourself that I’m not a technical person. How am I supposed to figure out this API thing. Actually, it’s quite easy. Just follow the easy steps on this link to extract data from your competing FB pages.

Still too technical for you? Try this easy Facebook Extractor Tool to Spy on your competitors.

Happy Hunting!

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