A Month-long Engagement on Facebook

reachWhat Mopdog’s internal case study revealed and how companies should move forward

Rumors have been circulating around the blogosphere that Facebook is dead. Although few experts reveal any exact numbers on inactive users or people closing their accounts, most estimates state the Facebook audience has decreased by as much as 50 percent in the past year, with Twitter bringing in twice the amount of traffic.

In order to separate fact from fiction, Mopdog made an extra effort to engage on Facebook for two months. Our case study has shown, while the number of Facebook users may not be overwhelming, the amount of reach and engagement a company can achieve is still great. In fact, the audience on Facebook is loyal and excited to engage. They are more than just followers, they are fans.

Get the message?

Facebook is designed to promote a conversation. Sharing, liking and commenting are all social interactions that rely on other people seeing, reading and responding to a company’s post. For Mopdog, we mostly share posts about design, content management, SEO and social media channels. Many of these posts are alerts for blogs crafted by Mopdog, but also from other thought leaders and industry writers. This type of blog sharing allows Mopdog to quickly post information about viral content that is the talk of the Internet. This ensures that the Facebook audience sees your company as relevant and in the know about hot topics—a company at the forefront of the discussion.

By allowing our Facebook messaging to have such a broad range, connecting us to many associations, publications and individuals, our feed is always active with constant traffic. In contrast, many companies allow their feeds to completely stall between each weekly promotional post and occasional holiday messages.

EngagementCheck those figures

Throughout July and August, Mopdog tracked our Facebook numbers to learn what works. The number of likes, shares and clicks had an overall trend upwards as our engagement with followers became more robust. Looking back over the whole 2014 year, there were times when Mopdog’s reach or post likes had high, thin peaks. But during our case study engagement, these peaks became fatter, meaning posts were reaching followers all day, every day.

Although the amount of likes and shares a post receives can be seen by the public, which makes your company look popular, it is really the post clicks that matter. A post click means a follower wanted to learn more, and hopefully they were routed to an exact blog or landing page on your website—increasing your company’s overall traffic count. Mopdog achieved this goal with the blog, “Are you sharing too much?” that was posted on July 14, 2014 attracted 50 users, with 38 of them marked as new.

Leading the audience to a company’s website is the key to achieve an increase in sales. This increase from sales is predicted by a specific metric in Google Analytics: Average Session Duration. This number shows if a viewer stayed on a webpage for 20 seconds, 40 seconds, 90 seconds… During our case study, Mopdog had page views as high as 5 minutes and 19 seconds and 6 minutes and 44 seconds. These great numbers mean our audience stayed engaged by our expertise and services.

Target the right people in the right way

  1. Find creative, unexpected ways to draw people into your Facebook feed, using images, videos and funny topics. At Mopdog we love to show what goes on behind closed doors, such as employee chili cook-offs and “back stage” glimpses of the latest production video being shot at the office. Also, our dog pack has a wide-range of interests, including activities in the local community and enthusiasm for the latest video games and movie franchises. Sharing about employee hobbies breathes some personality into the Mopdog feed, and also tends to be the most buzzed about posts!
  2. Share relevant, useful information. A successfully shared post can originate from outside experts on news sites, trade publications, business associations or industry bloggers. Sharing another company’s or group’s content will lead to them sharing your own posts, which is another example of how Facebook is an online, networking community. Don’t forget, this relevant information is also original content about your business, with a healthy mix of promotions, tips and how to guides.
  3. Use pictures, videos or graphics with each and every social media post! On Aug. 25 a picture of Mopdog’s Chief Strategy Officer’s new office reached 188 people—63 people clicked the post to see more content and the full pictures, 20 people either shared, commented or liked the post in less than 24 hours. This response was similar to a post on Aug. 18, with various pictures of packages delivered to one of Mopdog’s account managers that were being sorted and rebundled into giveaways.
  4. Talk back— Facebook is not a billboard or print advertisement. If your followers are leaving comments or questions, make sure there is a dedicated staff member who checks every day to make timely responses. Just posting your own quick status and leaving is not social engagement. Build relationships through conversations and thank fellow businesses, organizations and individuals. If someone follows you, follow them back.
  5. To achieve the best engagement on Facebook, and across all social media platforms, a business needs a marketing firm or agency to craft the content and remember the finer details. Let us help you craft your message and reach your audience.

 

Access these other resources for more information about Facebook’s business dealings, market competition between social media sites and more:

Why Twitter Will Not Outlast Facebook

You Won’t Believe This: Facebook Tries to Weed Out ‘Clickbait’

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