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Effective Tips on How to Use Social Media Marketing

By Adam Ramirez | Last updated on

FindLaw columnist Eric Sinrod writes regularly in this section on legal developments surrounding technology and the internet.

Initially, some companies were reluctant to embrace social media, perhaps being concerned about lack of control and other issues.

However, as the world truly has migrated to social media sites (with Facebook boasting hundreds of millions of users), there now is little doubt that most companies now want to embrace social networking as a way to get the word out about their products and services.

But, what are the best strategies for businesses to employ in the social media context?

Buddy Media, Inc. seeks to answer that question in its recent publication "Strategies For Effective Facebook Wall Posts: A Statistical Review."

For example, one issue examined by the report is the best timing for posting content on Facebook. And interestingly, it turns out that companies that post content outside of normal business hours experience a 20% higher engagement rate on their posts.

In addition, Thursdays and Fridays tend to be the best days of the week to post content, as the "happiness index" for users peaks toward the end of the week. And weekends can be effective days for posts, yet many businesses avoid the weekends. Monday is the least effective day for posting.

Also, the paper indicates that it is important to keep business posts "short and sweet." Posts that are less than 80 characters have a 27% higher engagement rate than longer posts. Yet, only 19% of such posts are less than 80 characters. So, remember to keep it simple.

Furthermore, URL shorteners can be bad news, as full-length URLs result in engagement rates three times higher. Users know that a URL such as will take them to the Buddy Media website, whereas a shortened URL like does not make clear where the user will be directed if she clicks on that link.

And, posts that end with a question cause 15% higher engagement rates, because they seek action from users.

Businesses would be smart not only to market appropriately via social media, but they should think how best to do so.

Eric Sinrod is a partner in the San Francisco office of Duane Morris LLP ( where he focuses on litigation matters of various types, including information technology and intellectual property disputes. His Web site is and he can be reached at To receive a weekly email link to Mr. Sinrod's columns, please send an email to him with Subscribe in the Subject line. This column is prepared and published for informational purposes only and should not be construed as legal advice. The views expressed in this column are those of the author and do not necessarily reflect the views of the author's law firm or its individual partners.

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