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Article Methodology - Optimizing Facebook Engagement
Summary
Facebook Engagement is a critical issue for social marketers, not only because consumer interaction has become a cornerstone of the new marketing landscape, but also because Facebook Engagement is critically tied to brand visibility on the platform.

Optimizing Facebook Engagement is a series of articles that uses the Track Social analytics platform, tracking more than 10,000 brands on social media, to analyze what works and what doesn't when it comes to Facebook Engagement.
Parts
Here are the published articles of the Optimizing Facebook Engagement series:

Part 1: Text, Links, Photos or Videos?
Part 2: How Frequently To Post
Part 3: The Effect Of Post Length
Part 4: The Timing of Posts
Part 5: Message Content
Edgerank
Facebook uses a proprietary algorithm called Edgerank to dictate the visibility of content in user's streams. The effect of this is that much content may be either reduced in visibility or not shown at all to a significant percentage of a brand's audience. And when there is a history of poor engagement levels, it can become an engagement death-spiral: low engagement produces low visibility, which in turn makes it harder to get high engagement.

Brands
To conduct this study we monitored the Facebook streams of 100 well-known brands that are highly active on Facebook:
AOL, AT&T, Angry Birds, Applebee's, Audi, BMW, Bath & Body Works, Budweiser, Bulgari, Burberry, Burger King, CBS News, CBS Television, Chili's Grill & Bar, Christian Dior, Ciroc Vodka, CityVille, Coach, Coca-Cola, Converse, Disney, Domino's Pizza, Dunkin' Donuts, ESPN, Facebook, Ferrari, Foot Locker, Ford, Fox News, G4 Media, General Motors, Harley-Davidson, Heineken, Hot Topic, Huffington Post, IGN, Intel, Jack Daniels Wiskey, Lamborghini, Levi Strauss, LinkedIn, Live Nation, Los Angeles Times, MTV, Macy's, McDonald's, Mercedes-Benz, Miami Heat, Microsoft, Monster Energy, Mountain Dew, NASA, NBA, NPR, National Football League, National Geographic, New York Giants, New York Yankees, Nickelodeon, Nike, Nokia, Norwegian Cruise Line, Oreo, Pepsi, PetSmart, Petco, PlayStation, Publishers Clearing House, Publix, Ralph Lauren, Red Bull, Redbox, Royal Caribbean, Samsung Electronics, Sephora, Skittles, Sony, Starbucks, Subway, T-Mobile, Taco Bell, Target, The New York Times, Time Warner, Toyota, Twitter, UFC, US Navy, United Airlines, Univision, Verizon, Walgreens, Walmart, Warner Bros. Television, Wendy's, Whole Foods Market, Xbox, Yahoo!, You Tube, Zara
Posts
Total number of Facebook Posts in study: 8,468
Time Period
Time period: May 1, 2012 - May 31, 2012.
Engagement
The definition of engagement we are using in this study is strictly limited to the response of an audience to posts, in terms of Likes, Comments and (for Questions) Votes. To represent Engagement under this definition we calculate a Response Score using a point system as follows:
Like1 point
Vote1 point
Comment3 points
For calculation Response By Post Frequency we use a weighting between Per Day and Per Post metrics as follows:
Per Day1
Per Post.5
Facebook Post Types
StatusThe most traditional form of post, containing text.
PhotoPost contains an image (a photo uploaded to a Facebook album) and text
LinkA url is provided to Facebook which creates a post based on the content at that url. A text message can be added.
VideoVideo is uploaded and can be played inline.
FlashA flash file is uploaded which can contain video, motion graphics and any content that can be included in a flash file.
QuestionA Facebook Poll contains a question and options to select from (which optionally can be also added by users).
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