Anatomy of a Perfect Facebook Post

How would you define a perfect Facebook post? It’s surprising how many businesses and their marketing partners have a hard time articulating the answer to that question.

A client of mine, RC Lacy Ford Lincoln Subaru, recently posted what I believe to be a perfect Facebook post and I’m going to tell you the reasons why. But first, I’ll let two of my other clients tell you. They were the ones who alerted me to the post first.

“It makes me wish I worked there.” ~Client #1

and

“I would want to buy a car there because it looks they have so much fun.” ~Client #2

Both these clients watch what Lacy’s does on Facebook, not to copy but to get inspired.

A few years ago, Dan Lacy reached out to me after seeing a post of mine in Dealer Magazine about Social Media. He wasn’t sure how we were going to succeed with his social media marketing, only that he was committed and ready. He also knew that he had the exact-right person to manage it already on his team, Kristin Buckley.

Kristin is the Internet Sales Manager and she’s got a team of people who sell cars. It used to be that she was the only one handling the store’s marketing but now that they’ve doubled their sales, she’s designated Zak (one of her team members) to manage their social media presence and other marketing mediums. Jenn also contributes to content and helps manage their online community.

To say that Dan, Kristin and the entire team at Lacy’s love their jobs is an understatement. Lacy’s has been in business for 101 years and it’s clear they’re doing a whole lot of things right. Their online reputation and marketing presence has had 4+ years to come into its own. Lacy’s is a example of how successful you can be (and how much more you can sell) from paying close attention to your customers’ needs and engaging them online, where they spend their time.

A Perfect Facebook Post

Here’s the post that got all the attention. See if you can tell how many ways this post succeeds.

My other clients’ observations about this post came to me a day apart and my feeling is that their reactions were not unique. In fact, one could surmise that many current and prospective customers would view this post the same way my clients did.

Why This Facebook Post Succeeds

1. Brand Personality

Every business needs to differentiate itself from its competitors. Doing that online is not easy unless you really know WHY you do what you do.

This post communicates a personality that people want to engage with. Lacy’s has done the work to take the legacy of the RC Lacy brand and instill it in every transaction they make.

2. Smiling, Happy Employees

Studies on consumer trust spotlight the fact that, more than anyone else, customers trust “people like me.” According to the Edelman Trust Barometer, employees are seen as more trustworthy than even the CEO. “Now, more than ever, companies need to look internally to elevate and amplify the voices that consumers and stakeholders want to hear from most, employees.”

Customers see smiling, happy, content employees and trust that they’ll enjoy themselves as much as your employees do.

And, in a competitive market for the best talent, this post sends the message that employees genuinely like to work there.

3. Authenticity and Transparency

It’s not easy to fake a business culture centered on employees and customers. Many have tried but there’s no mistaking authentic enthusiasm.

You can sense the authenticity and transparency in this post. From the background of their workspace to the genuine laughter, it’s real. Truly, who doesn’t want to buy a car from this dealership?

4. Community Engagement

Mentioning Dunkin’ Donuts and the Children’s Hospital shows their connection to and participation in the surrounding community. Members of communities tend to buy from other members of communities.

How are you showing your commitment to your community? Are you communicating your commitment effectively on Social Media?

5. Tagging to Boost Engagement

They tagged their employees in the picture and also the businesses involved in the promotion. This alerts those tagged and compels them to engage and share.

6. Spreading Kindness and Compassion

Marketing in any form succeeds when it reaches someone emotionally. Everyone sipping on their iced coffee shows they did their part to support Children’s Hospital and hope you do too!

7. Post Results

Reach: 656
Likes: 35
Post clicks: 118

This post achieved these stats organically (it was not promoted or boosted through ads). So, for those that believe organic reach is dead, I would say hold on a minute. Sure it’s been throttled but if you’re posting awesome content, people will still engage and share organically, thereby increasing your reach.

A perfect Facebook post doesn’t happen everyday. However, absorbing the elements of what made this post so successful can be applied to your content strategy and you’ll start seeing better results with your Facebook marketing. Can’t we all benefit by doing more and striving to be the best?