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The Art and Science of Facebook Marketing

Amanda Clark
The Art and Science of Facebook Marketing

It’s entirely possible to develop a Facebook post that does everything perfectly — the right length, the right hashtags, the right content, an appealing headline, an ideal post time — and still come up short. Perfect Facebook posts can land with a thud, not getting so much as a courtesy “like” or a single clickthrough.

At the same time, those who work in content marketing know full well that a really awful post — typo-laden, uninteresting or obviously click-baity — can go over like gangbusters. We’ve seen it happen.

All of this points to the inherent, underlying subjectivity of Facebook — that for as much as we’d all like to make it out to be precise and scientific, there’s an awful lot of room in it for basic human emotions and fickle attentive spans.

Money Isn't Everything

Even if you throw a ton of money behind a post and get all of the structural elements just perfect, you can’t account for what people like, and what tickles their fancy at any given moment. That’s something that’s essentially beyond your control, yet it’s not something you have to leave entirely to randomness.

For one thing, there’s keyword research, which is ideal for plotting not just topics but also hashtags. Keyword research can help determine what actual people actually care about, and that’s certainly a good thing to know.

Think Like a Human Being

Not like a marketer and not like some sort of social media technician. This will sound frivolous at first, and it’s something else you can’t necessarily control, yet its significance shouldn’t be overlooked: Posting things that you would click on, share, or read — or even better, perhaps, things your spouse or your teenager or your best friend would click, share, or read — is as good a strategy as any for optimizing your social media art.

The Science Behind Facebook

But then there’s also the science. Doing all the technical things right may not guarantee success, but it does at least give you some control, and it helps you tilt as many variables as possible in your direction. It’s not a guaranteed win, but it improves your odds.

So while you’re thinking about what’s relatable and appealing to human readers, by all means, also remember:

  • Links without images tend to get the most clickthroughs, while images and videos might be better for sharing
  • Remember that 40 characters or so is the ideal length for a Facebook post
  • Once you include more than three hashtags, you’re doing more harm than good
  • Posting at off-peak times is usually the best way to get your post seen

For a business page, you’re going to have to spend some money to get eyeballs — and that the more promotional you are, the less likely it is that Facebook will throw your post into newsfeeds.

Remember that there is a real science to this, and that there is messy, subjective art as well — and that both are necessary for enhancing your Facebook success.

Image credit: Pixabay & Canva

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Amanda E. Clark is CEO and Editor-in-Chief at Grammar Chic, Inc. You can follow her company on Twitter.
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