The folks at HubSpot made an interesting observation lately…
“Many social media marketers schedule content for Facebook through third-party software tools from many different companies (including the HubSpot social media publisher). Our work days are spent monitoring and responding to our social media communities and strategizing how to optimize our business pages, generate leads, and grow reach — manually uploading all our content daily would be far too time-consuming.
But with Timeline rolled out to brand pages, that process is being threatened. Severely. After switching to the new brand page design the minute it became available, the HubSpot social media team instantly noticed how our likes, shares, and comments — in other words, our overall engagement — tanked.
Then something magical happened. We noticed that anything we posted manually was suddenly receiving the same attention it did pre-Timeline. So the HubSpot social media lead generation team — Rebecca Corliss, Kendal Peiguss, and myself — decided to run a two-week test to compare content published through third-party software tools versus content published manually on Facebook.
We first published content to our Facebook page via two different third-party software tools (one was the HubSpot social media publishing tool, and the other was a very popular tool from a different company). An hour after a post was published, we documented the number of likes and clicks the content generated. Then we deleted the post and reposted it manually from our Facebook page. After an hour, we once more recorded the number of likes and clicks. We did this four times a day for two weeks. After the two-week period, we ran the numbers and found two key results.”
Go to the source if you want more: Facebook Content Published Via Third-Party Tools Suffers 67% Fewer Likes [New Data].
Moral of the story? Not all sharing is created equal in Facebook. Be intentional and track HubSpot for more research on the topic…
In the meantime, here’s my weekly Facebook roundup…
