Do you know what type of messaging strategy works best on your Facebook Page? Most Page administrators might look at Facebook Insights every so often and may drill down to the per message detail to get their answers. Unfortunately, this isn’t enough to truly measure the effectiveness of your messaging strategy. Some element of test and target must be done, in my opinion, to effectively measure how well your messages are really doing.
Unfortunately, with Facebook it’s pretty much impossible to set up split testing and if you’re thinking about multivariate testing… then forget about it. That is, not in the traditional sense anyways. As an administrator of a page you have the ability to control certain things on your wall. Targeting messages to certain fans and not others, hiding messages from fans, testing message type or time of day, etc… all possibilities on Facebook.
When you drive traffic to your wall whether it’s through ads or referral traffic from other sources like TV or radio ads, testing can be made easier. You can control traffic a bit easier, allowing you to manually perform a split test. Whats the first message going to be that they see on your wall? This is all the more important with Facebook Timeline. No more landing pages! Figure out which message strategy is the most effective for your goals to maximize the traffic going to your wall. Without the call to action of a landing page, or the lure of additional content, coupon, etc… you very well could be less effective at getting your brand noticed, “Like”d, and shared.
With Facebook Timeline, testing the waters with different messaging strategies just got a bit easier. The ability to pin and star posts allows administrators of a page to dictate the effective size and placement of status messages – well the important ones anyways. Use this feature to test out your messages as well as provide a solution to that pesky no default landing page option.
Pinning a post will place that status message at the top of your wall for 7 days. You can choose to take it down sooner than 7, but the post cannot stay up longer than 7 days. The key here is that you’re able to control one of the first places your visitors land now: the top of your page.
Pin a post for a promotion you’re doing, but hide one message and switch out with another to test new traffic coming in from an ad you’re running elsewhere. Pin a similar post to the top of your page consistently for several days to test the content types effectiveness or the time of day. Depending on your data size (fan count), it can take quite a while to start seeing trends.
Starring a post expands the post to fit a larger area on your wall. This is great for status messages that contain preview images or are themselves images. This feature in essence calls out the status message and highlights it to your fans when viewing your wall. Use this feature to test out content types and time of day as well.
To me there seem to be a lot of potential options for this type of testing on Facebook. What type of messaging test and targeting would you like to do on your page? Tell us in the comments below!
Interested in learning more about the new Facebook Timeline and how it affects your Page? Attend my webinar on April 12th – register here: bit.ly/AprWebinar