The document is a series of slides by social media scientist Dan Zarrella on the science of Facebook marketing. It discusses how to optimize Facebook posts and pages based on data about user behaviors and preferences. Key recommendations include facilitating existing relationships, knowing your audience, emphasizing social proof, using entertaining and shareable content like videos and positivity, writing simply, and posting on weekends when sharing is more common.

1. The Science of
Facebook Marketing
By Dan Zarrella
Social Media Scientist
@DanZarrella

2. vs

4. #FBSci
#FBSci
Be kind and share!

5. Unicorns and
Rainbows

6. Ideas do not
spread because
they are “good.”

7. #FBSci
“We’re on the cusp of a new way of
doing social science. Our
predecessors could only dream of
the kind of data we now have.”
-Nicholas Christakis

8. Gossip and
grooming

9. #FBSci
Takeaway:
Facilitate existing
relationships.
Via @DanZarrella

10. Profiles

11. #FBSci
Takeaway:
People have
profiles, brands
have pages.
Via @DanZarrella

12. Ambient
Awareness

14. Performance

16. #FBSci
Takeaway:
Help your users
look cool.
Via @DanZarrella

17. Facebook Profile Activity by Age

18. Women Are Talked to More

19. More Men Say They’re Single

20. Women Describe Themselves More

21. #FBSci
Takeaway:
Know your
audience.
Via @DanZarrella

23. Pages

24. Exposure
Awareness
Motivation

25. Buzzwords in Facebook Pages

26. #FBSci
Takeaway:
Stay away from
buzzwords.
Via @DanZarrella

27. Facebookers “Like” Food

28. Most “Liked” Page Types

29. Least “Liked” Page Types

30. Takeaway:
Be entertaining.
Via @DanZarrella

31. Social proof

32. #FBSci
“We view a behavior as more correct…
to the degree that we see others
performing it”
-Robert Cialdini

34. Sharing

37. #FBSci
Takeaway:
Emphasize social
proof.
Via @DanZarrella

38. Video Sharing

39. #FBSci
Takeaway:
Videos do better on
Facebook than
Twitter.
Via @DanZarrella

40. Digits

41. Linguistic Content

42. #FBSci
Takeaway:
On Facebook,
sex and positivity
sells.
Via @DanZarrella

43. Readability

44. Part of Speech

45. #FBSci
Takeaway:
Write simply and
Plainly for
Facebook.
Via @DanZarrella

46. Day of Week

47. #FBSci
Takeaway:
Weekends are more
Facebook sharing
friendly.
Via @DanZarrella

48. Most Shareable Words

49. #FBSci
Gossip is just news
running ahead of itself in a
red satin dress.
-Liz Smith

50. Least Shareable Words

51. Meta Mentions

52. #FBSci
Takeaway:
Think
mainstream.
Via @DanZarrella

53. http://www.hubspot.com/free-trial

54. Dan Zarrella
@DanZarrella