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A recent study by EdgeRankChecker revealed that more engagement, i.e. likes and comments, on your Facebook page leads to more impressions. An impression, in social media jargon, refers to the amount of times a person gets to see a piece of your content, e.g. on his news feed or on your page directly. Some simple statistical magic results in a correlation coefficient of 0.569 between engagement and impressions on Facebook.
Likes and comments, however, do not yield the same results. A recent blog post by EdgeRankChecker states that comments lead to nearly five times more clicks, while the click rate of an impression is, expectedly, low.
- Click rate per LIKE: 3.103
- Click rate per COMMENT: 14.678
- Click rate per IMPRESSION: 0.005
Another observation made by the researchers is that the click rates are the highest on Tuesdays and Wednesdays and the lowest on Fridays. It thus probably makes sense to publish new content on Facebook (and probably other platforms) early in the week and seed it on Tuesday mornings. The team further reckons that engagement and clicks are higher on pages with less fans, implying that highly tailored content captures interests better. Nike, for example, dedicates a Facebook page to each of its brand, thereby serving the specific needs of the fans in a more customized way.
Consequently, in order to increase clicks to your page or website, try to get people to comment on your posts by offering content that interests your fans (and friends), and that is irresistible not to write something about it. By the way, there’s a Facebook comment box right below this post – have a go!