The term “best practice” implies that a particular approach works for every situation. But that’s impossible.
When you adopt “best practice” thinking, by default you adopt “worst practice” thinking – the idea that there are Facebook marketing taboos one should never do!
Here are three Facebook marketing taboos that have successfully been broken:
1. Posting Lengthy Text Updates
The prevailing wisdom around text is that short and sweet gets more engagement than lengthy updates.
This makes sense, right? After all, Facebook users are busy – they have no time to read a lengthy status update.
Mari Smith successfully broke this taboo with this 500 word update:
This works because it’s a cornerstone post. In a single Facebook update, Mari includes everything you need to know about a recent surge in friend counts, and how to unfriend inactive accounts. She also links to various resources, making her Facebook update event more indispensable!
2. Posting When Your Fans Are Asleep
The prevailing wisdom says post updates when your fans are actually using Facebook. This way, your post will be towards the top of the News Feed, where it’s most likely to be seen.
This too makes sense. Until Jon Loomer started getting more reach by posting when his fans were asleep!
Jon learned that when there’s less noise in the News Feed, the probability for being filtered out of the News Feed decreases (Good Content + Less Competition = High Performance).
3. Posting Recycled Content
Posting fresh, relevant, and highly useful content is the surest way to increased engagement.
This sounds good in theory, but posting fresh content all the time can be a daunting task (curating creating, testing).
Which is why I experiment with recycled posts.
Ignoring all Facebook marketing taboos, for 30 days I reposted 16 of the top performing photos. 6 of these photos made it into the top 10 posts for that month (out of 155)!
Test and Measure to Discover Your Best Practices
Your Facebook community is completely unique and different from the thousands of Facebook Pages that comprise the average Facebook marketing study. So any “best practice” derived from these studies might not work for your Page.
Best practices should always be tested and measured. And when called for, they should be challenged as well.