During the European Table Tennis Championships (ETTC) in Herning, one of our objectives was to generate traffic on the Facebooksite of DR Sporten, our media partners. The importance of a well tuned Facebook site haven’t been emphasized by DR (Danish Broadcasting Corporation), so the users of the site might experience an overwhelming amount of posts, during the ETTC.
Afterwards, we have tried to analyze what went wrong and what went well on Facebook, during the ETTC in Herning. Here are our main experiences:
– Patriotic posts are preferable
Measured on the number of likes and comments, there is no doubt that the most popular stories on Facebook are the stories about Danes having success. For example, one of the most successful posts on Facebook during the week of the ETTC was our post about Caroline Wozniacki winning a tournament in Russia.
– Bigger names, more likes
History of the superstars of sports will attract a far larger amount of likes and comments, than the regular competitors. This factor must not be underestimated. In fact, the appearance of a big name in a Facebook post can often make up for a great story. The other way around, you might also say that if you story is about more unknown athletes, the story itself has to be better or more surprising.
– “My friend needs to see this”
If you want to share your post with your Facebook friends, you probably got it right. Social media is about sharing. Whether it is views or videos, the more conspicuous it is, the more you want to press the like-button, the comment-button or, preferably, the share-button.
– Easy now with the posting
It’s impotant that you don’t overflow the Facebook feed of your users. They might get annoyed by the constant updates and ignore your post, or, even worse, “unlike” your site to get rid of the post. To avoid this, you need a clear cut strategy about the right amount of posts per day. During the ETTC, we reached the conclusion that a handful (4-6) of posts per day was working out in our case. Bear in mind that we posted for a news site. A handful of post per day is probably too many for other kinds of Facebook sites.
– Negative stories gets no likes
If the Danish players do well – post it. And the likes will rain. If, on the other hand, the Danish players fail to impress, you need to consider closely if your users really need the post about it on Facebook. If you choose to post the news about the loss, be aware that the only activity the post will generate will be more or less negative comments from the users. We realized this, when we posted the news about the losing Danish players during the ETTC.
– Who are you really posting for?
Not everything you are interested in is interesting for the users to read. Before you post, you must ask yourself if the users even care about the things you’re writing. During the ETTC, we experienced some technical difficulties with our live coverage program on our website. We chose to update our Facebook users about it, but ended up realizing that there probably wasn’t anyone but us, who was interested in the status of our live coverage. If you really think the users care – post it. If they don’t – then don’t.