The Science of Social Marketing on Facebook

By Nate Putnam — Guest Writer
Editor’s note: Although this article is written for a business audience, we felt it has many applications to the political market. 

How much do you really know about your current and prospective customers? Do you know their general demographic information? How about what they’re passionate about? And WHEN they see your brand online? Or WHY they buy from you or why they may buy from you?

One of the biggest surprises that we see with our clients is how little they understand about social analytics. We use a number of different platforms to track our client’s current and prospective customers to gain a greater understanding of who they are and why they are interested in the brands we work with. 

Here are a couple key take always:

What you post matters

If you understand how Edge Rank works, then you know that you have to either have high engagement or a large budget to get your message out. A great way to get Edge Rank to work in your favor is by publishing content that not only is relevant to your following but is the right type of content. By this I mean that different demographics engage with different types of content at different rates. Knowing what type of content to use for your following could boost your engagement by as much as 600%. For example the average engagement rate for Facebook pages is a little less than 1%. If your current engagement is higher than that, you’re doing better than “most” pages, however that doesn’t mean that there isn’t room for dramatic improvement. Of all of the pages that we manage we average an engagement rate greater than 13% over a 6 month period. This is due in large part to the fact that we post the right type of content for our clients.

When you post matters

Usage rates per time of day and day of the week on Facebook are highly variable; in fact it can fluctuate as much as 300% or more from one hour to the next. If your spending money on outdoor advertising and you had a choice to publish your content during drive time or at 2 a.m. which would you choose? Because of how the “News Feed” works the more recent and engaging your content is to when your customers log on the greater your chance is of them seeing your brand. So it follows that the more that you know about when your customers on Facebook the better chance you have of engaging with them.

Know who you’re talking to

Knowing the demographic information of your following can help you when deciding what content to publish. Most companies that we’ve met with have no idea what their demographic break down is of their following. If you don’t know who you’re talking to, how can you ever make any decisions on growing your following? For example look at these two followings and think how different the messaging should be to each of them:

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Nathan Putnam is experienced in social marketing, consulting, strategy, sales training, writing, management, and business development. He is the CEO of Envolve Social — a social media management and consulting firm.

PoliticIt provides campaign software for politicians and special interest groups. The software provides voter/donor micro-targeting in social networks, social media management, daily It Scores, competitor tracking, and digital influence tools. To sign up for your free trial please visit us at

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