From Financial Post:
MIT coded more than 1,000 wall posts from 98 global brands, hoping to gain a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives.
From the research, MIT identified eight ways brand managers can increase the number of “likes” a post receives:
1. Express yourself through photos
Every picture tells a story. A photo is personal, and it can communicate quickly and easily. It also requires more thought and effort to take and include a photo in addition to text. To MIT’s surprise, what might be considered as blatant product promotion, such as putting up pictures of products from a company’s catalogue, elicited a high number of “likes.”
2. Be topical
Keep up with the times. Messages considered topical are those referring to holidays, festivals, important events, etc. Topical messages may or may not contain a hint of the brand’s products. Even when they allude to the brand’s products, these messages are perceived to be more personable, rather than scripted promotions.
3. Don’t hesitate to be “in your face”
Promote the brand and its products. When consumers visit the brand’s wall, promotional messages are expected. We found that such messages also generate “likes.” Consumers visit the walls of brands they identify with and want to engage with.
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