Social Media Management Leader, Vitrue, Releases Data Supporting New Facebook Posting Strategies for Brand Marketers

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Complete Study Available Free Now for Download

Post Type Effectiveness

It’s clear that Facebook deserves the respect that the traditional marketing mediums like TV, print, radio and Internet currently receive.

Vitrue (virtue.com), a leading social media management company, revealed today new data supporting optimal Facebook publishing strategies and practices in a comprehensive white paper entitled, “The Anatomy of a Facebook Post.” The new research data, which provides insights behind post effectiveness by post type, time and day part, was initiated to apply real-world analytics to determine the most effective Facebook publishing practices for brand marketers. The data was evaluated across the 265MM fans managed through Vitrue’s SRM Platform for its wide range of clients.

White Paper: The complete white paper is available free for download here
Video: Click here for Vitrue CEO, Reggie Bradford, discussing newly released data/insights
Blog: Click here for additional commentary from Vitrue VP of Marketing, Erika Jolly Brookes

“It’s clear that Facebook deserves the respect that the traditional marketing mediums like TV, print, radio and Internet currently receive,” said Vitrue CEO, Reggie Bradford. “Now more than ever marketers need actionable information and insights to determine the most effective means to communicate with consumers on Facebook, much in the same way marketers use analytics and data for traditional marketing channels. We wanted to provide the same data for Facebook. Marketing is ultimately a combination of art and science. We’ll leave the art to the experts, but what we are providing is data to help refine marketers’ test-and-learn social media publishing strategy.”

Vitrue delivers messages, content and applications to more than 265MM fans or followers through its Social Relationship Management (SRM) Platform for a wide-range of clients. Vitrue pulled from this sample and analyzed a subset with a focus on Facebook post effectiveness. Facebook posts were analyzed from May 1 through August 11, 2010 for more than 100 randomly selected streams or pages, representing 42.6 million Facebook fans (or 15.5% of total fans served) and 32,000 posts to present the conclusions reported in the study.

Below are a few key takeaways from Vitrue’s newly released study:

Ø    Most Effective Post Type: Across all brands and represented business verticals, image posts are more engaging as measured by fan responses, likes and shares than video or text. There are variations by vertical that will be expanded on further, namely Quick Serve Restaurants versus Consumer Packaged Goods.

Ø    Post Effectiveness by Day of Week: The post effectiveness varies considerably by industry vertical, but when all fan data was viewed in the aggregate, Friday posts generate the most engagement while Saturday and Sunday posts have the least engagement.

Ø    Post Effectiveness by Time of Day: A clear indication of variability in engagement by vertical is the differences between the entire data set and a single vertical like QSR. Posts made before noon get 65% more engagement than posts after noon across all fans served, versus QSR that experiences 12% more engagement for posts made in the afternoon.

About Vitrue: Vitrue is a leading social media management company focused on providing solutions for brands and agencies looking to maximize their presence across the vast social web. Anchored by its industry-leading Vitrue Social Relationship Management (SRM) Platform, Vitrue works with marketers of all sizes, from global brands to local businesses, as well as agencies large and small, to deliver a comprehensive solution to manage, measure and maximize value across Facebook, Twitter and other social environments. The Vitrue SRM Platform’s four main components—Vitrue Tabs, Vitrue Publisher, Vitrue Apps and Vitrue Mobile—deliver powerful creative, publishing, applications, measurement and mobile tools in a web-based interface. The Vitrue SRM is currently being used by global brands such as McDonald’s, Best Buy, Kellogg Company, AMC Theatres, Project (RED) and 3M, to name a few.

Headquartered in Atlanta with offices in New York, Chicago, Cincinnati and San Francisco, Vitrue is a Facebook “Preferred Developer Consultant” and has received numerous industry accolades including the Red Herring Global 100 and OnMedia 100. For more information, visit vitrue.com.

CONTACT: Gretchen Miller - 404-478-8340

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Gretchen Miller
Vitrue
404-478-8340
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