Arnie Kuenn’s background as an agency marketer differentiates his perspective on successful Facebook marketing from both Kevin Scholl and Drew Conrad in that instead of presenting tips specific to the ultimate goal of branding or sales, he was more focused on providing the signposts that help guide you to figuring out your own goals and how to achieve them.  Here’s a quick synopsis of Arnie’s recommendations

Develop your Facebook Strategy 

  • Why are you creating the content you’re creating?
  • Who is your audience and who are you?
  • What will you measure?
  • What do you think will be different a year from now?

Answering all of these questions is crucial to not only getting specific about what you want to accomplish and how you’ll determine success, but in forcing you to think about the future and where you want to be. 


How often should you post?

  • The most common complaint from Facebook users is newsfeed spam
  • The most popular pages post once a day or less
  • Posting one to four times per week produces 71% higher user engagement
  • Focus on quality, not quantity on Facebook
  • Only 50% of your posts should be about your content; businesses that share other content have a higher engagement rate (likes, shares, comments).

Strategy for Effective Posts

  • Optimal post length should be around 80 characters or less: 27% more engagement (as high as 65% in some verticals like retail)
  • Engagement rates are 3x higher for full length URLs vs. shortened URLs
  • Action keywords: fans follow instructions, ask them to like, post, comment or tell you something
  • Ask questions at the end of your post: 2x higher engagement rate
  • Fill-in-the-blank posts: 9x more comments than other posts

Keyword/Content Research for Topic Ideas

  • Soovle.com is a great resource for research, idea generation to apply to Facebook posts
  • Take advantage of what people are talking about now with trending topics on twitter, Yahoo!
  • Q&A sites like Yahoo! Answers, Quora, and LinkedIn can help inform content based on what people are curious about
  • Check voting sites like StumbleUpon and Reddit for most popular topics to base content on

For more, check out 13 Facebook Marketing Tips and be sure to follow Arnie on Twitter