Study: Frequently published social media content boosts brand exposure

Published on
by Brafton Editorial
After launching a Facebook Fan page, most businesses launch efforts to both generate more fans and boost exposure.

After launching a Facebook Fan page, most businesses launch efforts to both generate more fans and boost exposure. According to a new report from comScore, one of the most effective ways to accomplish these social media marketing goals is by publishing insightful and engaging social content.

ComScore's data indicates that a brand can reach 16 percent of its Fans if it creates new content five out of seven days of the week. Variables, such as the time of publishing, are factors in maximizing social content's reach.

There are a few key ways to boost visibility, comScore notes. By posting on more days throughout the week, marketers can improve exposure by 2.5 percent per day. Additionally, if brands post content that is relevant and gets high response rates, Facebook will be more likely to prioritize published content when building a user's News Feed. As Brafton has reported, short and direct social content marketing can help increase engagement and (subsequently) social exposure.

“Of course, brands must also take care to ensure that the content and frequency of publishing aligns with the expectations of their Fan base, and does not result in annoyed or disengaged Fans,” comScore warns.

Brafton recently reported that social media is quickly becoming a core marketing channel. According to a Jive Software study, 66 percent of marketing executives view social media as a new way to engage customers and a fundamental game changer to the way their companies operate.

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