Facebook Posting: Goals and Benchmarks 
If Facebook posting isn’t already part of your social media strategy, then it should be soon. Maintaining your presence can be a quick and easy way to share your content, generate engagement with prospects, and build your brand awareness.
But, what’s the best way to do it? And, how do you know if you’re doing it right?
Some companies have a perfect system of creating content and posting it. They go in with goals and objectives and get a lot for their efforts.
But, the truth is a lot of companies don’t. And, they’re missing out.
That’s where this blog comes in handy.
What you need to know
The biggest takeaways when it comes to Facebook posting are:
- Post at least once a week
- Create posts that promote engagement
- Create posts that increase your brand awareness
- Likes, comments, shares, and clicks are signs of a successful post
- Provide education, entertainment, and links for a visitor to click through
- Look at your successful posts and replicate them
- Stay engaged with comments
Let’s break this down.
How To Measure Your Company’s Facebook Posts
There’s no universal benchmark to tell whether or not your Facebook posts are doing well. You want your post to get some likes, comments, and shares, but getting only a few doesn’t mean you’re doing something wrong.
Sure, you may feel frustrated if your post only got ten likes, while another account you follow racks up thousands.
But, every page is different, and not every company has the same amount of followers.
For instance, the most successful posts usually are pictures and videos that entertain your community. But, not every business can generate that type of content.
Here’s An Example
The cake is going to get more engagement nine out of 10 times. But, that doesn’t mean that the HVAC company made an unsuccessful post.
They still presented something relevant to their company, and that showcases the excellent work they’ve done.
It may not get a bunch of comments and shares as something more visually appealing. But if a potential customer goes to their page and sees they recently installed the same heating system they were looking at, this post could close the deal.
And, that deal will earn them a lot more money than a cake.
So, don’t worry about comparing yourself to other pages, especially ones in different industries. Instead, keep track of the posts that perform the best, and try to replicate them.
Here’s how to tell what they are.
Likes, Comments, And Engagement.
There are a host of metrics you can use to track how well your posts are doing. But, if you’re just starting, or you’re only thinking about regular posts (as opposed to sponsored posts or ads), then start with these three:
Likes, comments, and engagement.
You should be familiar with the first two already: How many people clicked the “Like” button, and how many people commented.
As we’ve said, you can’t use a universal benchmark. People just don’t respond to photos of furnaces like they do to pictures of pastries. But, you can — and should — measure growth.
Are your posts getting more likes and comments as you tweak them? What about posting at different times of the day?
You can use these to figure out what your audience likes and when they’ll interact.
Measuring Post Engagement
“Reach” is how many people saw your post — how many timelines it popped up in.
“Engagement” tells you how many people did something with it: shared, clicked the link, hit like, or commented.
As you gain new fans or followers, and especially as you start boosting posts, you’ll see your reach increase. While that’s valuable, it’s even more critical to engage a better percentage of those people as you had before.
What Should You Post?
Facebook posts give you a place to share your content outside of your website. You can post:
- Blog articles
- Photos of your work
- Case study articles
- Downloads (guides, checklists, etc.)
People usually think about posting blogs, photos, or videos. Don’t forget case studies and downloads!
People are on social media FAR more than they are cruising your website. So, sharing ALL of your content there gives people a better opportunity to find it.
Photos or videos can drive engagement. Then, you can get people’s email addresses by offering case studies and helpful downloads in return.
Make sure you provide a link in your posts. If you’re telling people about the benefits of one of your services or products, provide a path back to your website so visitors can identify themselves and hopefully become leads.
Remember: The overall objective is to use your Facebook page as a marketing tool for your business.
Show Your Audience You’re Engaged
A regular posting schedule shows visitors that your company is active and engaged. If they are deciding between you and another company, they may turn to Facebook to look at your recent work or check out reviews.
You want them to see your page full of recent posts, examples of your work, and happy customers!
Go beyond your own content! Comment on other posts, engage in groups related to your business and share content from pages related to yours.
How Often Should Your Business Post On Facebook?
You should post on Facebook at least once a week for your business. You can always post more often — even daily. But, you need to find the right balance.
Posting at least once a week keeps you from falling off the map. But, you don’t want to over-saturate.
If the posts become repetitive or stale and boring, you could decrease your community engagement and earn some unfollows.
Our best advice is to post a few times a week, and make sure your content is interesting, engaging, and fun!
Boosting A Post
Once you’re publishing successful posts, you can spend some money and boost those posts so people who aren’t already following your page will see them.
Boosting is one of the most efficient ways to spend ad dollars and help enhance your reach. You can drill down to people in specific areas and demographics that fit who you are trying to reach.
If you have any questions, we can help! Ming Marketing has handled Facebook posting for businesses for years. We can guide you in the right direction and provide you with the tools and content you need to succeed!