Take a look at a few examples of some great contagious Facebook posts that we found through our research.
Example #1: A B2B Event-Related Post
Deloitte is one of the big four professional services firms whose offerings include financial, risk and tax services. Their most shared post in the last few months is a photo album from the 2013 World Economic Forum in Davos. They took over a walkway used by the most powerful men and women in the world. Through social media they asked people some important questions about business, innovation, and society. Leaders attending the conference saw the wall evolve over days as Scriberia sketched peoples tweets. See the video about it here (http://vimeo.com/58022782). This is an extremely creative campaign- combining tweets, crowdsourcing, graphics, and bringing the 1% and 99% together. It’s innovative, visual and relevant, and that’s why it was shared so much. What events can your company leverage? How can you partner with other companies to do more interesting campaigns?
Example #2: B2C Community Building
This, the second most shared post in our study (download the ebook to see the most shared one!), reached twice as many people as its page’s posts normally do. It was posted by a page that primarily caters to mothers, but going with the “auntie angle” is smart because there are more aunties than mothers. Always a smart thing to do- think about who your audience is, how do they define themselves, and then what and who else are they? What else do they like? And the lynchpin? They asked for you to engage with it and share it in the picture itself.
Example #3: B2B Product-Oriented Posts
The most shared Cisco post in the last six months was holiday-oriented. We try to avoid holding these up as great examples, because any company can use a holiday and get great response from it, but we really liked the creative implementation of this one. They carved their logo into a pumpkin (or PhotoShopped it, but it looks real enough), and added wires to make it a “Route-o-Lantern”. Clever.
To make up for the holiday example, we showed their second most shared post in recent times, a giant Cisco IP phone. This is a sight gag, which is visual humor. What can you do with your products or services, making small things big or big things small? How can you put together things that aren’t supposed to be? Ever noticed how a circuit board looks like a city? That kind of thing.
6 Functions of Highly Shared Posts
In addition to the 31,000 data points from 67 Facebook pages we, we also reviewed 30 days’ worth of posts from many other pages to find the most shared posts from each. Both of these types of surveys combined led us to creating this tip list.
Shareability is all about what the post does to people- it has an effect on them that they want to share with others. Highly shareable posts do at least one of the following:
- GIVE: Offers, discounts, deals or contests that everyone can benefit from, not just one sub-group of your friends
- ADVISE: Tips, especially about problems that everyone encounters; for example, how to get a job or how to beat the flu
- WARN: Warnings about dangers that could affect anyone
- AMUSE: Funny pictures and quotes, as long as they’re not offensive to any group- sometimes the humor isn’t quite as strong or edgy- it has to appeal to a general audience
- INSPIRE: Inspirational quotes
- AMAZE: Amazing pictures or facts
- UNITE: A post that acts as a flag to carry and a way to brag to others about your membership in a group that’s doing pretty darned good, thank you very much.