Best practices for engaging users on Facebook

Facebook just released findings from a new study looking at how people were engaging with Journalist Pages on Facebook, which includes some good guidance on what types of posts receive the most feedback and when are the best times to post to get the highest levels of engagement.

Among the highlights:

  • Starting the conversation: Posts that include a question or call to action from the journalist received the highest amount of feedback. Posts with questions received 2X more comments and 64% more feedback overall than an average post.
  • Personal analysis is effective: Posts that included the journalist’s analysis and personal reflections had 20% more referral clicks than that of an average post.
  • Images work: Photos received 50% more likes than non-photo posts, and journalists who shared links that included a thumbnail image in the link preview received 65% more likes and 50% more comments than posts that did not include images.
  • Journalists received the highest amount of feedback later in the week. Thursday, Friday, Saturday and Sunday had the highest amount of feedback — with Sunday receiving the highest amount of feedback at 25% more likes and 8% more comments above average.
  • Feedback spikes occurred on Journalist Pages at the start of the day (7 a.m. & 8 a.m. showing a 30-40% increase); late in the morning (10 a.m. ET received 40% increase in feedback); later in the workday (4 & 5 p.m. ET showing 40% and 100% increases); and on into the evening hours (12 a.m. ET getting 30% increase and 2 a.m. ET getting 20% increase).

Here is a link to the full study, which is fairly concise but has some additional details.

RELATED: Facebook tips for journalists, from Facebook

The study was conducted by Journalist Program Manager Vadim Lavrusik and Data Analyst Betsy Cameron. They have also conducted research on how users are engaging with news organizations on Facebook and will be releasing the findings in the coming weeks.