Most Effective Facebook Posts: Short and After Hours

From Mark Walsh, mediapost.com:

If Facebook brand pages have become a key part of online marketing efforts for many companies, then Wall posts play a crucial role in attracting and engaging fans on those pages. With that in mind, Facebook marketing specialist Buddy Media undertook a study to determine a set of best practices for posting on Facebook brand pages.

The analysis involved examining Wall posts on the Facebook pages of more than 200 Buddy Media clients from Jan. 30-Feb. 12, along with "Likes" and comments related to these posts. The companies included represented a range of industry categories, including entertainment, automotive, business and finance, fashion and health care.

Among the main findings is that posts should be short and sweet. Posts between 80 characters or less had, on average, a 27% higher engagement rate than those with more than 80 characters, but accounted for only 19% of all posts. That makes Twitter's 140-character limit on tweets seem long. Conversely, the study found full-length URLs in posts had three times higher engagement than ones using a URL-shortener.

Why?

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