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Simon Beardow - Deputy Director, British Council, Vietnam

Saturday, 21 July 2012

Australia and New Zealand Online Facts

'Like' Chocolate? So Does Facebook

If your Facebook content strategy is to pepper your text with words such as 'Like' then you may have to think again.
According to a recent report from Sotrender, “like”, and similar call-to-action words such as “look” and “click” no longer encourage engagement as they once did.

After analysing 111 UK Facebook pages that contained 2800 different posts, across four different industries they came to the realisation that while pictures and graphics work best, there were some some words that draw a better response than others.

Among those ranked highly by Sotrender are chocolate, cream, daily, most, shop, winter, wardrobe, and today.

Other key findings include:
  • Using catchy words in posts doesn't seem to increase engagement as Facebook users become 'immune' to constantly repeated phrases
  • For food brands words that express emotions draw a higher response rate
  • While providing links in Twitter posts works well this survey found that doing the same in Facebook drops fans’ engagement to below average
Source: Sotrender
  • A picture is worth a thousand (or so) words when it comes to engaging with people on Facebook. Asking questions in posts works but an image or graphic is far more effective as the chart below shows.

Source: Sotrender
The recently introduced Timeline in Facebook has also had two beneficial effects:
  • Posts now have have a longer shelf-life
  • Engagement has increased for individual posts 
"80% of all comments are made in circa 8 hours and 30 minutes (2 hours more than before Timeline)" - Sotrender.
But don't fall into the trap of posting too often. Less is more, and too many posts over a short time period could well result in a loss of interest and, by extension, fans.
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Global Social Media Check Up 2012

As this presentation shows companies have adapted their marketing practice to embrace the use of social media.
A couple of key findings:
  • Twitter is the most popular social network among Fortune‘s Global 100 companies.
  • 79% of company Twitter accounts engage users using @mentions
  • Pinterest is being increasingly used to highlight products and services in a visual manner
  • Twitter is the most popular network for company use in Latin America
  • Many companies are using more than one social media account on the same network. This is especially so in Europe where there is the challenge of multiple languages
  • Companies in Asia are using different channels to communicate
  • Mobile Web, Visual Storytelling and Social Enterprise are the three big trends in the Asia Pacific region.
The presentation can be downloaded here.

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