The Anatomy of a Facebook Post:

Findings on Post Effectiveness by Type,

Time and Day of Week

Erika J. Brookes
VP, Marketing
erika@vitrue.com
@ebrookes
 Objectives

• Understand the importance of inbound marketing

• Optimize inbound marketing through social media
• Maintaining your relationship with your fans
• Learn how to get the most out of every Facebook post
• Target your audience to ensure delivery to the right
people

2010  Vitrue,  Inc.  All  Rights  Reserved vitrue.com

 Outbound vs. Inbound Marketing

Outbound Marketing:: Marketing that pushes messaging

to the masses in hopes of gaining response, shooting in
the dark

Inbound Marketing:: Driving and engaging people to

your brand/business.

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 Marketing Channels
Outbound Marketing Inbound Marketing

Television Social Media

Blogs
Print Ads
vs.
Search Engine
Radio/Broadcast Optimization

Word of Mouth
Direct Mail

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 Average Facebook Use

• Users interact with over 900 million objects

• Average user is connected to 80
community pages, groups and events
• More than 30 billion pieces of content (web
links, news stories, blog posts, notes, photo
albums, etc.) shared each month.

*Facebook Statistics, 2010

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 Average Facebook Use

The average Facebook user clicks 9 “Like”

buttons, writes 25 comments, “Likes” 2 Pages, is a
member of 12 groups and spends 55 minutes on
Facebook daily.

*Mashable Facebook Factlook, 2010

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 Engagement vs. Shouting
Engage with your fans by driving
conversations without overloading your
messaging with marketing and advertising
jargon.

Create buzz, not noise.

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 Vitrue Methodology

Vitrue delivers messages, content and applications more than

265MM fans or followers through its Social Relationship
Management (SRM) Platform for a wide-range of clients.

We contracted a third party to analyze a subset of this data with

a focus on Facebook post effectiveness. Specifically, we have
analyzed publisher posts made from 5/1-8/11/2010 for more than
100 randomly selected streams, representing 42.6 million
Facebook fans (or 15.5% of total fans served) and 32,000 posts to
present the following conclusions.

We have defined Facebook post effectiveness as the amount of

engagement (comments, likes, shares, views) received through
a Facebook post.

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 Vitrue Insights: Facebook Post

•Post effectiveness by post type

•Post effectiveness by time of day

New Stats: Posting and Response patterns by hour

•Post effectiveness by day of week

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 Post Effectiveness by Type

Post Types Surveyed

•Image Post
•Video Post
•Text Post

Vitrue Stats
- Image posts received 22% more
engagement than video posts
- Image posts received 54% more
engagement than text posts
- But, video receives 27% more
engagement than text posts

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 Post Effectiveness by Type
(by Vertical)

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 Post Effectiveness by Type

A multi-media post
will receive more
engagement than
a regular text post

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 Post Effectiveness by Day of Week

Vitrue Stats
- Overall, Friday gets the most
engagement per fan than
Sunday with 64% more shares,
likes and comments; and 13%
more than Saturday.
- However, Friday is only 7% more
effective than Monday and 3%
more than Tuesday and Thursday.

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 Post Effectiveness by Day of Week (QSR)

Vitrue Stats
- When evaluating Quick Serve
Restaurants, we see that
Wednesday is ...
-­‐ 34 % more effective than
Sunday
-­‐ 156% more effective than
Saturday
147% more effective than
Tuesday

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 Post Effectiveness by Day of Week (QSR)

Wednesday
vs.
Monday

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 Post Effectiveness by Day of Week (CPG)

Vitrue Stats
- When comparing fans by vertical
to see if there are variations in
day effectiveness, CPG has some
variations to the entire audience
of fans. Specifically, Thursday is
-­‐ 136% more effective than
Wednesday
-­‐ 51% more than Sunday
18% more than Saturday

2010  Vitrue,  Inc.  All  Rights  Reserved vitrue.com

 Post Effectiveness by Time of Day

Methodology
- Time of Day will be segmented
as “Morning” from 12 am to 12
pm and “Afternoon” is 12:01 pm
to 11:59 pm

Vitrue Stats
- On average, posts made before
noon get 65% more engagement
for all the fans analyzed

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 Post Effectiveness by Time of Day

-­‐ Peak times occur

during the typical
work day, peaking at
3:00 PM.

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 Post Effectiveness by Time of Day (QSR)

Vitrue Stats
- QSR posts made after noon,
received 12% more engagement
than in the morning. While this
might seem like a small margin of
performance difference, if a QSR
restaurant can capitalize on a
12% improvement on a
Facebook coupon posted in the
afternoon to drive in store
purchase, that would be
meaningful.

2010  Vitrue,  Inc.  All  Rights  Reserved vitrue.com

 Post Effectiveness by Time of Day

Post made at 8:00 AM

received 1,200+ more
interactions than a
post made at 8:00 PM

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 Post Effectiveness by Time of Day (CPG)

Vitrue Stats
-­‐    CPG  posts  made  before  noon  
received  21%  more  
engagement  than  posts  made  
in  the  aDernoon.

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 What now?

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 Optimize Posts

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 Targeting

Optimize delivery of content by targeting

using Facebook’s Open Graph objects and
Places

Target the right people where they

interact with your brand

2010  Vitrue,  Inc.  All  Rights  Reserved vitrue.com

 Open Graph API

Use Open Graph Objects to help define your

product/affinity group

Open Graph objects lets fans tell you what

they ‘like’

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 Facebook Places

Tap into your local

market by messaging
and targeting fan who
are engaging with your
brand at a local level

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 Mobile

Engage the mobile market of Facebook with

Facebook Places.

There are more than 150 million active users

currently accessing Facebook through their
mobile devices.

People that use Facebook on their mobile

devices are twice as active on Facebook
than non-mobile users.

*Facebook Official Stats, 2010

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 Defined Target Audience

Once you know who you’re fans are, what

they like and where they are- you can further
target your audience online

2010  Vitrue,  Inc.  All  Rights  Reserved vitrue.com

 About
Vitrue  is  the  leading  social  media  management  company  focused  on  providing  soluFons  for  brands  
and  agencies  looking  to  maximize  their  presence  across  the  vast  social  web.    Anchored  by  its  industry-­‐
leading  Vitrue  SRM  (Social  RelaFonship  Management)  PlaOorm,  Vitrue  works  with  marketers  of  all  
sizes  to  deliver  a  comprehensive  soluFon  to  manage,  measure  and  maximize  value  across  Facebook,  
TwiRer  and  other  social  environments.  The  Vitrue  SRM  is  currently  being  used  by  global  brands  such  
as  McDonald’s,  Best  Buy,  Kellogg  Company,  AMC  Theateres  and  3M,  to  name  a  few.
 
Headquartered  in  Atlanta,  GA  with  offices  in  New  York,  Chicago,  CincinnaF  and  San  Francisco,  Vitrue  is  
a  Facebook  “Preferred  Developer  Consultant”  and  has  received  numerous  industry  accolades  
including  the  Red  Herring  Global  100  and  OnMedia  100.    For  more  informaFon,  visit  hRp://vitrue.com

   

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Host Contact Information::

Erika J. Brookes
VP, Marketing
erika@vitrue.com
@ebrookes

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