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Posted by on 十二月 2, 2013 in 社群行銷, 網路行銷 | 7 comments

你應該嘗試的六種 Facebook 貼文技巧

你應該嘗試的六種 Facebook 貼文技巧

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自從 Facebook 推出粉絲專頁的功能以來,一直都有許多人討論該如何提升粉絲團人氣,而上回 WIS Blog 也曾經分享過經營粉絲專頁的七種小技巧 (詳見:七種Facebook小技巧,讓你的粉絲專頁經營更出色),這次將針對貼文技巧方面,提供大家幾個在撰寫粉絲團貼文時可以嘗試的方向。

 

以下提供你幾個能夠提升粉絲團觸及率的方式:

1. 擅用Self-Explanatory Pictures 能夠提升 39% 的互動

根據 Kissmetrics 調查,使用圖片貼文能夠取得比連結或純文字貼文高出 53% 的按讚數、104% 的評論及 84% 的點擊率。另外圖片的選擇也非常重要,外國許多文章都建議貼文時應選擇直覺性的圖片 (Self-Explanatory Pictures),測試發現貼文時若使用簡單易懂的圖像,能比抽象的圖像取的更多的粉絲互動。

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2. 拿捏好貼文的篇幅長度

不同的社群在撰寫與使用上都有著很不一樣的特性。就以 Twitter 為例,短篇幅的撰寫文不只是方便分享與閱讀,當貼文維持在 80 字元以下時可以提升 66% 的互動,而 Facebook 呢?撰寫篇幅較短的貼文能夠提升 23% 的互動,且長度在 70 字元以下時通常能取得較佳的互動率,這也是為什麼 FB 圖片貼文較受歡迎的原因了。

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3. 嘗試使用表情符號

你曾經嘗試在貼文時,或是與粉絲互動時使用像是( XD、:-D )的表情符號嗎?若你認為這只是迎合青少年的網路習慣的話那就大錯特錯了!

數據顯示,使用表情符號會讓貼文比平常多出 33% 的評論與分享,有使用表情符號的貼文更比未使用的貼文多出 57% 的按讚數。也許使用表情符號能夠讓貼文更富含情緒、更符合人性面,進而拉近與粉絲的距離。

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4. 找出對的發文時機

粉絲團最佳的互動時機一直是熱門的話題,究竟一週的哪幾天粉絲互動的比率最高呢?

從 BuddyMedia 調查看來雖然像是運動、零售、醫療等不同產業狀況有些不同,但不難發現最佳的互動時機都接近每個週末,尤其在週四及週五的互動比率能夠比平常高出 18%,而週一到週三的貼文觸擊率大約會低於平均的 3.5%,他們推論愈少人想工作時,就愈多人賴在 Facebook 上,你覺得呢?

 

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5. 疑問式貼文

在貼文時使用疑問句也是促成粉絲互動的一種方式,但要使用哪種疑問句可是大有學問,最受歡迎的疑問句像是「應該」、「哪一個」、「誰」、「什麼時候」都是能夠將問題侷限在某幾種簡單答案的方式,如此更能吸引粉絲回覆,相反地像是「為什麼」、「如何」這樣的疑問句往往會因為問題過廣而較少粉絲願意回覆。

報告顯示使用相關疑問式貼文能提升 100% 的回應的數量,但分享與按讚數卻會相對減少,這就完全仰賴你希望和粉絲有怎樣的互動了。

 

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6. 如何增加粉絲數量

若你發現新粉絲的數量減少該怎麼辦?有 35% 的人會因為參與競賽或活動而加入粉絲團,因此舉辦粉絲團活動也是促成粉絲加入的方法之一。另外也有 42% 的粉絲會為了取得折價券或折扣而按讚,所以在貼文活動中透露折價券、贈品這樣的關鍵訊息,能夠取得相當高的觸及率,但使用像是競賽這樣的關鍵字通常對粉絲的吸引力都不大。

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結語

提升社群互動的方式,除了可能會因不同社群媒體而有些微差異外,也可能因粉絲團性質或受眾的不同而有不一樣的結果,這邊建議您可多加參考其他粉絲團的操作方式,及國內外分享的測試結果去修正粉絲團的操作技巧,最後透過不斷地嘗試,絕對能找出最符合自己粉絲團的操作技巧。

資料來源: Buffer

圖片來源: O30打氣樂園

 

Steven Kuo

現任網站分析程式設計師的角色,對網路行銷與網站分析很感興趣,喜歡探索與資訊傳播領域相關的新事物,目標是成為專業級的網站分析專家。

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7 Comments

  1. 我還不會貼文,以上六種方法,似懂非懂

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