Scan Oreo’s Facebook posts, and something quickly becomes clear. Every post is about Oreo. They may not all feature specific products, but they all tie in to the brand somehow.
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.”