Many brokers and agents are looking for guidelines on what, when and how to post to Facebook in order to make the most out of their social media efforts. In this three-part series, we offer some Facebook best practices to get you started.

About Your Cover Photo and Profile Picture

The introduction of Facebook Timeline puts particular emphasis on the cover photo. A recent study suggested that consumers pay more attention to the cover photo than any other content on the Timeline. To maximize impact, use a high-resolution photo and humanize your brand with faces – just a few, though, not a big group shot. Don’t be afraid to switch up your cover photo to keep things fresh.

If you are using a catchy cover photo, it might be best to use your brand’s logo as the profile picture.

About Original Content

Less is More: Posts with 80 characters or less get 66% more engagement. Posting 1-2 times per day gets 40% more engagement over posting three or more times per day.

Use Visuals: The Facebook Timeline puts pictures front and center (for good reason). The pictures you post can range from original photos to attributed graphics from other sources. Photos generate 53% more likes, 104% more comments and 84% more click-throughs.

Ask Questions: Posing questions to fans (about their interests, homeowner needs, plans for the weekend, etc.) is a good way to invite them to engage with you. Questions garner good comment engagement – posts with questions receive 100% more comments.

Share Facts or Quotes: Short-form content, such as a quick fact or figure, creates a low-commitment way for your followers to engage. Relevant statistics or quotes encourage quick engagement via Likes, Shares and even comments.

Create Contests: People love to win contests, even if the prize is small. In fact, low-value prizes tend to generate more engagement, as the odds of winning are higher with multiple low-value prizes. Just make sure all prizes are on-brand and relevant.

Keep Track of Milestones: The Facebook Timeline encourages you to keep a virtual scrapbook for your brand. Make sure to tell your brand story by highlighting major events. Milestones can include significant community happenings, memorable business moments and even personal successes. Don’t forget to upload a photo to commemorate the event! Milestones add a human touch to your brand and encourage consumers to learn more about you.

Stay tuned for Part 2, where we’ll share tips on sharing third party content and deciding when to post.