According to Facebook’s own researchers, that’s the most effective way to engage with fans on the site.
“The topicality of page posts impacts all types of engagement,” says Elisabeth Diana, corporate communications manager at Facebook. “Speaking in the voice of the brand, talking directly about your product or service, or a topic related to the brand, is the best way to engage with fans of your page.”
That seems to run counter to at least some notions of the best practices for brands on Facebook. For instance, an InformationWeek article from December warns, “Be sure to avoid over-focusing on your brand; fans know who you are already.”
A recent Facebook study of hundreds of posts among more than 20 brands found that fans tend not to respond to posts that aren’t about the brand.
For the study, Facebook’s research team divided brand posts into three buckets: posts strictly about products and services, posts related to the brand but not about specific products, and those completely unrelated to the brand.