Research Reveals Most Effective Facebook Communications Strategies for Retailers

NEW YORK, NY – September 13, 2011 – Buddy Media, the social enterprise software solution of choice for eight of the world’s top ten global advertisers, today announced the release of a comprehensive research paper, “A Statistical Review for the Retail Industry: Strategies for Effective Facebook Wall Posts.” The new research paper identifies variables that influence the performance of brand Posts specifically for the retail industry.

Buddy Media analyzed user engagement of Facebook Wall Posts from nearly 100 of the world’s largest and most prestigious retail brands during a six-month period from January 1 through June 30, 2011. Three primary success metrics were reviewed in relation to retail brands’ Wall Posts:

• ‘Like’ Rate: number of ‘likes’ as a percentage of fan base;
• Comment Rate: number of Comments as a percentage of fan base; and,
• Engagement Rate: a combination of the above factoring in fan base size.

Some key takeaways from the research include:
• Wednesday is the Day to Post: Although retailers publish evenly throughout the work week, engagement rates spike on Wednesday, 8% above the average engagement rate.

• Don’t Post Too Many Times in a Day: Facebook users engage 40% more with less than three Posts a day from a given brand. Retail brands who post less than three times a day receive a 32% higher ‘like’ rate couple with a 73% higher Comment rate.

• Short Posts Work Best: Posts with 80 characters or less receive 66% higher engagement.

• Questions Get Fans Talking: Although retail brand Wall Posts containing questions receive slightly lower overall engagement (‘likes’ and Comments), this type of Posts generates more than double the amount of Comments as “non-question” Posts.

“Social media is changing the way people buy and sell online. The majority of online shoppers trust recommendations from friends more than any other source, and our research helps retailers and marketers effectively connect with these brand ambassadors,” said Buddy Media CEO Michael Lazerow. “Every day, people are exposed to social recommendations that motivate purchase intent. At Buddy Media, we make it simple for marketers to analyze how these conversations are driving sales and other conversions.”

Additional data can be found on the Buddy Media blog: http://www.buddymedia.com/newsroom/2011/09/ introducing-our-latest-research-a-statistical-review-for-the-retail-industry-strategies-for-effective-facebook-wall-posts

The full report can be downloaded for free via the Buddy Media website: http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts_retail.html

Do you have more questions? Attend our webinar on 9/21 at 2pm ET where we will review the findings and answer your questions. Register here: http://forms.buddymedia.com/webinar-form_review-strategies-for-effective-facebook-wall-posts_retail.html

About Buddy Media

The Buddy Media Platform is the social media management software of choice for eight of the world’s top ten global advertisers. With its scalable, secure architecture and straightforward administrative tools, it is the only solution that allows brands to launch, maintain and measure their social media presences in any country and in any language. Buddy Media is the most award winning social enterprise software company, as it won the prestigious TechCrunch “Crunchie” Award for Best Enterprise application, was named to Advertising Age’s 2010 “Digital A-list,” and CEO and Founder Michael Lazerow was selected as 2011 New York Entrepreneur of the Year® by Ernst and Young. For more information, visit http://www.buddymedia.com.

Published on: 4:50PM on 15th September 2011