Recently, I read a post from Search Engine watch with “22 Facebook Secrets Every Community Manager Should Know“. It made some pretty good points, interviewing David Zarrella, author of “The Science of Marketing“. Below are the secrets that I found the most compelling when working with your brand’s social presence.


  1. Keep posts to a 50/30/20 ratio. This means 50% of all Brand Facebook posts should be news, 30% Brand personality, and 20% self promotional content.
  2. Be Positive, B-E Positive! Positive content is the most shareable content floating around Facebook, so make sure post it in spades. Of course, make sure it’s relevant.
  3. K.I.S.S (Keep It Simple Sweetheart!) Not everyone wants to leaf through Webster’s Dictionary to understand the verbiage in your posts, so make it simple to read. Not to say your audience is dumb, but no one wants to waste time reading the words from the National Spelling Bee Competition either.
  4. Add a little fun to your brand’s voice! Don’t be uptight and corporate-y with all of your messaging! Showing that there is a human behind the brand helps the audience better relate your company.
  5. Don’t Over/Under post. In general, author Dan Zarrella suggests on average a company should post around 4-5 times a week.
  6. Shares are more validating than Likes. Getting your content shared by fans means the are willing to put their reps on the line for your posts.
  7. Don’t just post when convenient for you and your office hours. Studies show that posts made between the off hours of 8:00 p.m. and 7:00 a.m. have 14% higher connection with fans and viewers.
  8. Facebook doesn’t take the weekend off. Only 14% brands post on weekends. However, posts on weekends receive 14.5% more interaction than weekday posts. Perhaps a little shift may be in order?
  9. Emoticons are more acceptable than you think! Posts with emoticons receive 52% more attention from likers than ones without. Along with being kind of cool, emoticons pull 57% higher like rates, 33% higher comment rate and 33% higher share rate.
  10. Again, not going overboard is to your advantage. You don’t have to overcompensate with Facebook. Unlike Twitter, 1-2 daily posts on Facebook suffices and is much more acceptable, receiving 19% higher interaction from fans than brand posting 3+ times a day.
  11. Remain considerate of others when thinking, saying and doing all things social. It’s not all about you after all! Cater to the interests of your target audience.
  12. Communicate honestly and respectfully, while reflecting your brand and keeping your own integrity.
  13. Always have fun with what you’re doing!
  14. Allow yourself to inspire and be inspired by others.
  15. Build a community while cultivating meaningful relationships. You never know how you’ll effect each other in the future!
  16. Remain open and ready to learn new things and grow in your role.
  17. Remember to be creative and intrepid while potentially working with very little.
  18. Think BIG and remain open to see how you can develop bigger things than you’ve ever imagined.

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