“According to recent data, said Kartik Hosanagar, associate professor of Internet commerce in Wharton’s Operations and Information Management Department, [on] Facebook, … just 0.2 percent of total status updates actually reach users for whom that content is relevant, and 1 percent of that teeny minority actually engages.
So what’s a company to do if it wishes to get those much-coveted likes and comments? Hosanagar’s research findings showed the following:
- Of all content, photos and videos generate the most number of likes and impressions and are important in generating comments.
- If a brand posts a question, that post will elicit more comments, but fewer likes; conversely, if the brand asks the user to like a post, the post will receive more likes and fewer comments.
- Timing matters. Users are most active between 9 a.m. and 10 a.m., and then at 2 p.m., and on Friday, Saturday, Sunday and Monday.
- Social media is an ideal venue through which to highlight the organization’s social initiatives, as philanthropic posts generate high levels of engagement with fans.”
In other words, you gotta work hard to connect.