Case Study: WRAL: Fragmentation and Frequency — When are multiple pages appropriate and what is the appropriate level of posting?
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Case Study: WRAL: Fragmentation and Frequency — When are multiple pages appropriate and what is the appropriate level of posting?
- 1. FRAGMENTATION & FREQUENCY Facebook Training Camp July 21, 2011
- 3. You have a lot of good content to offer daily (deals, news, personality)
- 4. You have the resources to keep pages fresh, lively
- 7. Mike Maze
- 8. Nate Johnson
- 10. Bill Leslie
- 13. Obtain a critical mass
- 14. Roll-out additional pages methodically
- 15. WRAL (April 2009)
- 16. HighSchoolOT (May 2010) – WRAL had 10,000 active monthly users at the time
- 17. WRAL Weather (November 2010)
- 18. WRAL GoAskMom (February 2011)
- 19. WRAL SmartShopper (May 2011)
- 22. Brand building
- 23. Soliciting story ideas
- 24. Providing significant content updates
- 25. Feedback channel
- 26. Driving traffic to CBC web properties
- 27. Building audience engagement
- 28. Building e-mail lists or other marketing databases
- 29. Use a consistent naming pattern (WRAL Weather, WRAL GoAskMom)
- 30. Be sure to have your pages “Like” one another
- 31. Have multiple page admins, and have them invite their friends to like your new pages (new)
- 33. +15% growth FB page launches May 25
- 35. Large brands with multiple pages Dell: Dell, Deal Deals, Dell for Business, Del Enterprise, Dell Go Green, Dell Spot, Dell Go Green Cisco: Cisco, Cisco Networking Academy, Cisco Channel, Cisco Data Center, Cisco IT, Cisco Education, just to name a few Salesforce: Salesforce CRM, force.com, chatter.com
- 38. Frequency How often should you post? How much is too much? Can you post too little?
- 39. Half life of a Facebook post
- 45. For active sites, you risk cannibalizing engagement on your page if you post more often than every 80 minutes – another argument for segmentation
- 46. You should post at least once a day
- 47. Be mindful of peak usage times (weekdays, 11 a.m., 3 p.m. and 8 p.m., but don’t be controlled by it
- 48. Off-peak times represent opportunity; less noise
- 49. Analyze activity on your Facebook page and plan accordingly; stats are generalized
- 51. The case for breaking news
- 52. Observe and measure reaction, especially comments on posts