In his blog post, Rezab says, “some brands post a lot, some get a lot of interactions, but few have found the right formula for achieving consistently well-performing content. Smart Storytellers will be the new guide for finding that balance. It looks at the number of Average Post Interactions in relation to post frequency, and shows you what a great content strategy really looks like.”
Looking at the screenshot above, a brand’s objective is to reach the green zone in the upper-right hand corner, securing a healthy balance of content quantity and quality with their Facebook fans. The Auto industry is the “Interactions Winner” – gaining the most interactions per post of all industries. Only brands that perform better than 75% of their competitors qualify for the certificate.
To show this concept in action, we have monitored and found the best performing industries represented in the graph below. As you can see, the Y-Axis is the Average of Posts Interactions and the X- Axis is the Number of Page Posts in a given period. It should be emphasized that this is not a one-size-fits-all calculation, and our awards reflect that.
The Smarter Storyteller benchmark is open to everyone. If your brand’s pages are not already covered, you can just add them and we’ll monitor them in the next quarter. Certain industries tend to outperform others, so comparing brands from two different industries would be misleading. We issue awards for pages within each industry in three different size categories: Pages with fewer than 100,000 Fans, Pages with 100,000 to 500,000 Fans, and Pages with 500,000+ Fans.
This new benchmark aims to help brands understand what makes a successful content strategy, and how they can strive to achieve it. The closer your brand’s Facebook page gets to the upper-right green corner, the better your content strategy is, taking posts and interactions into account. Socialbakers notes that posting with higher frequency does not result in more success, but rather posting engaging content that your fans will interact with and find value from is ideal.