The Anatomy of a Perfect Facebook Post

When it comes to Facebook, there is no one-size-fits-all type of formula that is going to work for everyone; however, there are simple things that you can do to improve your results no matter what type of business you have.  We are going to cover "The Anatomy of a Perfect Facebook Post" in this article to give you an edge and build more engagement with your fans.


What Makes a perfect Facebook post and why?

  1. Always include a photo!
    • Many studies show the drastic increase in impressions, CTR and engagement when posts include an image.
    • Extra Tip: Include a square image to ensure a uniform look on all devices and so that they aren’t cropped on your page or in the newsfeed.
  2. Add text on the image.
    • This is easily done in a photo editing software.  Add just a few words for added effect.
    • If you’re advertising or promoting your posts, don’t cover more than 20% of your photo with text to stay within guidelines.
  3. Brand your photos
    • As your photos are viewed and shared, let your brand have a bigger impact by adding a logo to the actual image.
  4. Use a Call to action ON the photo
    • Don’t let this take away from your image but a simple arrow or call-to-action can increase your CTR and engagement.
  5. Extremely short text when possible – 10 words or less!
    • Ok, 10 words or less sounds extremely short and it’s not always feasible but as a rule of thumb, just cut out any text that is not absolutely necessary.
  6. Call to action in the text
    • If you ask people to “LIKE” & “SHARE” they’re much more likely to do it!  Don’t over use it, but work it in every once in a while.
  7. Use a link and take the extra step to make it short and trackable.
    • There are many services out there that help you create short trackable links such as For further tracking with multiple campaigns, I will sometimes use the Google URL Builder (which helps Google Analytics tracking) and then shorten that link inside of Utilize this to track what is working!


Timing is everything!

Everything above is focused on maximizing your engagement which will also increase the affinity your brand has to your audience.  Another very important element is timing:

“The average post reaches 15% of a brand’s fans and only stays in a newsfeed for 3 hours.” – Tweet this Stat

With that in mind, if your audience is more engaged at night, find out the right time when they are most likely to like/comment/share your posts.  Some of the pages that we manage have success at 3pm, some at 8am on a Saturday and some at 8pm during the week.  Do your own testing, look at your Facebook Insights and find the sweet spot.


What’s the most important thing to remember?

Engagement is key in social media.  If people don’t care enough about what you are posting to “Like, Comment, or Share”; then you need to reevaluate.  Always keep your audience engaged!


We previously contributed this blog to the VRMA Insights Blog.  Educating yourself on the effective ways to leverage these tools is the first step to success – and there’s no better place than #VRMA2013. Don’t miss the 50+ Seminars in Nashville, TN as the VRMA tradeshow travels to Opryland for the biggest show of the year. This specific topic will be covered on Tuesday morning at 10am by the @InterCoastal Net Designs team.

Facebook Newsfeed: Stats & Optimization

We've gone over a lot of tips to help you make the most out of your Facebook posts by uncovering "The Anatomy of A Perfect Facebook Post". Today we're going to discuss why the newsfeed is such an important piece of Facebook, compare it to other marketing avenues and provide you some tips that you can start using immediately.


Analogies Comparing the Facebook Newsfeed to Other Advertising Efforts:

Email Marketing: If I were to send you an email every single day, you'd probably unsubscribe, right? – This isn't the case on Facebook where it is more acceptable to post daily and have your post appear in the newsfeed.

Blogging: If you were to post daily on your blog, how many people will go through the effort of actually going TO your blog every day? People already spend more time on Facebook than anywhere else online so Facebook pushes your content to them.

Billboard: Look at the newsfeed like a billboard you pass daily. Sometimes you notice them, sometimes you go right by and don't pay any attention. But if you pass a billboard everyday, that brand will be top of mind next time you have a need for that business.


Here are a few stats about the Facebook Newsfeed to think about while you read the article.

  • 90% of time on Facebook is spent on the newsfeed.
  • 85% of engagement and interactions on a Facebook page are created from the newsfeed.
  • 95% of users only ever read their “Top News”

 So the newsfeed is obviously important to focus on, it's where everyone sees your content on Facebook. And all of the posts and content in this newsfeed are ranked based on how relevant they are to each individual user. This is driven by "Edgerank". The Edgerank algorithm is used to determine what will be shown to you in your "Top News" feed that I mentioned above, the page that is most widely used on Facebook. The alternative feed being the "most recent" feed, in-which case your only strategy is to optimize for is time. Given the importance of the Top News feed on Facebook, I’m going to break down this Edgerank formula.


What is Edgerank?

Compare it to a search engines algorithm. While Google ranks webpages, Facebook ranks posts and shows the most relevant posts in your "Top News" feed. This relevance is determined by 3 main categories:

Weight: More Likes, Comments & Shares = higher rank.

Affinity: The greater connection and engagement your fans have with your posts, the higher rank your posts will be given in your fan's newsfeed.

Time: The more recent your post, the higher rank it receives.

*Note – There are a lot of factors that go into Edgerank, we are merely covering the surface and breaking it down into these three main categories in this article.

Couple things to keep in mind:

  • As a brand, you page has to compete for affinity with your fan's family and friends. This is why it is so vital to create engaging content!
  • On average, only 15% of a Facebook page's posts even seen by Fan's in their newsfeed.
  • Pages with over 10,000 fans receive greater reach in the newsfeed.
  • The average post will only last about 3 hours in the newsfeed – so timing is everything!


How to maximize your exposure in the newsfeed?

1) Follow my tips on The Anatomy of a perfect Facebook Post – this will help you get more engaged fans which increases the weight of your posts.

2) This is somewhat covered in the blog article linked above, but get to know your fans and truly engage with them. If you relate with them and post killer content, this will amplify your affinity with your fans.

3) Look at your insights. This is the equivalent to Google Analytics for your Facebook page. Facebook now shows you the time of day and day of the week when your fans are most active. Use this to post when your fans are online.

4) Know your fans. Again in the insights, you can see a lot of demographic information to learn who your fans are, where they live and much more. Use this to target your posts and tailor posts to your fan's interests.


Now that you know the importance of optimizing your posts for the newsfeed and I've given you a few tips on how to maximize your exposure; I hope that you put them to good use and share your experience with us on Facebook, Twitter and Google+. Let me know if you have any questions.

If you'd like a free analysis of your social media presence or help with managing them, you can contact us to learn more about ICND and how we can help you accomplish your goals.

Facebook Launched New Feature – Embedded Posts

We've got some pretty exciting news about a new feature in the social media world that can really help you engage users on your website through Facebook actions.  Facebook is now allowing you to Embed Posts anywhere on the web.  Well, not quite yet for everyone… The feature is still being rolled out and only available to a select group of users but once it is available, it will be very simple to do.

Take a look at this post from our Internet Marketing Workshop in Myrtle Beach earlier this year.



How to do it?



Lets think of some other ways to leverage this!

  • Testimonials on your website.
  • Realtors featuring a home.
  • Vacation Rentals showcasing a property or special.
  • Ecommerce companies embedding products integrated from Facebook.

The list goes on and on.  Help us with your creativity and share some ideas on how you plan to implement a feature like this.

Contributed by: , Social Media Director

Responsive Overhaul – Five Star Properties

InterCoastal Net Designs began working with Five Star Beach Properties in 2011. Since the completion of a booking engine integration for this Destin vacation rental company, we’ve worked on a variety of websites and projects for them. The latest being the completion of responsive coding on their existing Five Star Properties website. We realize the importance of keeping existing clients up-to-date with website design and online marketing trends, and the Five Star site is just one example of this. We are also happy to see our clients realizing the importance of responsive website design and the mobile device trend.

As we’ve stated in a few other blog posts recently, responsive design allows users to visit your website from a desktop computer, tablet or smartphone and the website will fit to that screen. The website already detects the device you’re coming from and makes the adjustment for you. The average person surfing the internet is on their handheld device now. Responsive design is key for capturing leads through creating a convenient and pleasant experience for your website user regardless of the device they’re on. Whether you’re a current InterCoastal Net Designs client, or someone interested in learning more about responsive design, we encourage you to contact us today!



Google Business Photos Are A Great Way to Showcase Your Business

Contributed by:  Vanessa Humes @VanessaICND
Some team members at ICND met with a Google Trusted Photographer to learn more about #IndoorStreetView aka Google Business Photos.  Basically, it’s like the Street View function of Google Maps that will take the guest on a walk through of your business, area by area, floor by floor! 
Here’s some examples from the Google Photographer we’re working with.
Blockade Runner –
Front Street Brewery –
Let Customers Check Out Your Business…Online
By using the same Street View technology used to let viewers the streets around the world, Google Trusted Photographers are creating high quality, interactive, 360 degree Google Maps for customers to get a full body experience of your business.
Who Does It?
Only Google Trusted Photographers and Trusted Agencies are able to create these unique experiences.   Photo shoots are quick, non-disruptive, and personalized.  Give ICND a call today to get started!  Rates depend on area to be photographed.
Great For Your Online Presence
As an addition to your Google Search Results, Google+ Local Listing, and Google Maps, Google Business Photos allow customers who find you online to walk-through, explore, and take a closer look at your business.  The walk-through can be imbedded onto your website or you can send a Google Shortened link in emails and post on Social Media.
Contact ICND today to get a free estimate!