Target Your Commercial Audience on Facebook - dummies

Target Your Commercial Audience on Facebook

By Marsha Collier

One way to use social media for commerce is to target your commercial audience on Facebook. Facebook is a bit different than other forms of social media, however.

One thing is for sure on Facebook: Posts with a personal slant get the most traction. No one blanket way exists to describe what will work for your fans, however. Posts that work on one Facebook page may be death on another.

One person to go to for the latest data on social media is Dan Zarrella (@DanZarrella). This author and Hubspot’s social media scientist loves to pore over social media data.

This past year, Dan collected a database of more than 1.3 million Facebook posts from the top 10,000 most-liked pages, and his analysis was staggering. He identified the characteristics that correlated with the most likes, comments, and shares.

Following is a condensation of his findings:

  • Photo posts garnered the highest amounts of likes and shares when compared to text, video, or link posts.

  • Text posts edged out photo posts slightly when it came to receiving comments.

  • Links, unfortunately, scored the lowest of the three.

Dan also found that Facebook posts with a high number of self-referential words (I or me), unlike posts on other social media platforms, get more likes, as shown in the figure. Talking about yourself drives people away on other sites, but Facebook is that touchy-feely place where everybody knows your name.

Chart about self-reference and how it affects likes on Facebook.
Self-reference and how it affects likes.

Also, people on Facebook love photos! If you’re a veterinarian, you should post pictures of your patients along with an endearing story. Hair stylists, put up pictures of your best creations. Keep it visual and personal on Facebook.

Check your Facebook Insights and, indeed, you might find that the photos you’ve posted on your Facebook fan page are the most viral of your posts.