How I Increased my Facebook Engagement by 200% with Buffer [Case Study]

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This is a guestpost by Brandon “Oxhorn” Dennis of Scotch and Smoke Rings, more about him at the bottom of the post. 

Here is how it all started. I was super excited, when I opened my inbox one day and discovered this:

Gilt, a website with accessories for only the classiest of gents, was giving a huge discount to people based on their Klout score.

Over the years, I’ve built up a following because World of Warcraft machinima and music. With over 125 thousand subscribers and 55 million video views, I figured my Klout score would be high enough to nab myself a sick discount. I logged into Klout for the first time in months to discover, to my horror, that my Klout score had dropped significantly during my absence. I still got a pretty sweet discount (I used it to buy the classy shoes on the right), but not as much as if I had kept up with social media over the past few years.

How Refined Gentleman’s Shoes Led Me to Buffer

Not so different from you probably, my day job keeps my pretty busy. Unfortunately I just don’t have the time anymore to make time-consuming movies and keep fans up-to-speed with the latest and greatest gaming news. My Facebook and Twitter interactions were strong but had significantly declined over the past year and a half, specifically because I just wasn’t posting as much.

And then I discovered Buffer. The concept knocked my classy socks off. You mean I can get home from work, enjoy my dinner and then queue a few dozen posts while enjoying a gentlemanly cigar? Sold! I’ve been using Buffer religiously for the past few weeks and already I’m seeing significant improvements.

How to Increase Facebook Fan Engagement

My formula was simple—find or create focused news I knew my fans would enjoy, then share it with them at the times they want to enjoy it. I did a bit of research on the best times to post updates to Twitter and Facebook (KISSmetrics has a handy infographic on this) and then created unique schedules for both networks that published my posts at those exact times. Then I simply added my news to my buffer queue before bed.

As you can see from my Facebook Insights, I went from about 150 interactions per day to well over 700—that an increase of over 200%. What’s more, my weekly total reach grew by over 10%, and my constant updates actually increased my fan count and number of likes (I was afraid my techniques would be considered spammy, but I realized just the opposite).

How to Increase Twitter Followers with Buffer

I’m even enjoying significant improvements with Twitter @oxhorn, and Buffer is the only step I have changed in my social strategy. Buffer’s handy analytics shows me the exact number of clicks my tweets enjoy, allowing me to discern which type of content my fans like best. Now, I don’t have to stay up until 1:00 AM to take advantage of what is apparently a great time of day to tweet.

In the short space of time I’ve started with Buffer, my Klout score has increased an entire point and is steadily improving, which means the next time they offer a gentlemanly perk, perhaps a single malt bottle of Glenfiddich, well hey, I’m golden.

 

After experimenting on my personal networks, I’ve implemented this strategy at work. I’m the marketing manager at buuteeq, purveyor of hotel web design and digital marketing, and am in charge of their social strategy. After using Buffer at work for just one week, we’ve seen an increase in everything—likes, fans, followers, mentions and retweets. Also, our company’s Klout score has jumped 2 whole points.

You might say that I’m experiencing these results simply because I’m more active. And that’s true. But I’m not just more active, I’m selectively active. If I tweeted 6 times in 60 seconds, I would get little benefit from those tweets, direct far less traffic, and probably annoy my followers enough to unfollow me.

Instead, by using Buffer to spread out my news over the course of the day, and at the exact moment my fans check Facebook when they wake up in the morning, check Twitter during a lunch break or get home from school or work, I optimize my CTR and encourage more interaction.

Oh, and since you asked, here’s another pair of shoes I bought with my Klout perk. Ron Burgundy has nothing on me.

 

Brandon “Oxhorn” Dennis is the marketing manager at buuteeq during the day, WoW enthusiast and cigar savant at night, and professional beard and suspender model on the weekends. You can see him live every Thursday night at 7:00 PM Pacific during his show, Scotch & Smoke Rings. Track his class on Facebook at facebook.com/OxhornPage and on Twitter @Oxhorn and be sure to subscribe to his classy blog.

  • http://BasicBlogTips.com Ileane

    Lovely story Brandon and so wonderfully told I almost forgot that I already know how awesome Buffer is. LOL!! Thanks for pointing out how effective Buffer is for posting to Facebook. I think so many people are afraid to use 3rd party apps to post on Facebook, but no matter how you look at it, it’s better than not posting at all right?

  • http://www.facebook.com/Oxhorn Brandon M. Dennis

    Thanks Ileane! I was thrilled when I discovered Buffer. It re-energized my love of social network marketing and has made my life so much easier. I agree, posting regularly is the BEST thing you can do to increase your influence viral spread and followers. Buffer is the key I was missing to do so at maximum efficiency :)

  • http://twitter.com/ric_rac Rick Racela

    I love bufferapp but the above Facebook case study is misleading.  The people talking about this and weekly reach metrics went up because of an increase of posts (purple dots).  Even if bufferapp wasn’t used, an increase of posts would increase those other metrics.

    • http://www.facebook.com/Oxhorn Brandon M. Dennis

      The point was that yes, I’m posting more often, but because of Buffer, I’m posting at the right times, which lead to more activity. I could have posted a dozen new articles a day, but without fans commenting, liking and interacting because I posted when they were active, my “people talking about this” would have remained a flat line.

  • http://www.qualitylogoproducts.com/blog Mandy Kilinskis

    I love Buffer and it’s nice to see some actual numbers with success stories! Congratulations on the increased engagement while you have a cigar!

    • http://www.facebook.com/Oxhorn Brandon M. Dennis

       Thanks Mandy! Now if only Klout would give me some cigar perks…

  • Felipe Rodriguez

    Brandon, well done. BUT is this before or after Timeline? I have seen several insights that indicate Timeline is giving incredibly low edgerank, which means lowered engagement to third party tools like buffer and hootsuite. 

    • http://www.facebook.com/Oxhorn Brandon M. Dennis

      This is after Timeline :) I adopted Timeline as soon as it came out.

  • http://askaaronlee.com Aaron Lee

    Rick Racela, has a point about the “purple dots” as its showing an increase of post,. 
    Having said so, what buffer does help is helping users stay consistent which clearly shows at the end results. 

    Sure one can do the same without. It takes more work though. Buffer eases the pain :D

    • http://www.facebook.com/Oxhorn Brandon M. Dennis

       The increase in posts isn’t the point. The point is that I published posts at the time when people were online to see them. if I increased my posts between 2:00am and 3:00am, my user engagement would not have increased :)

      • http://www.facebook.com/manojsethi46 Manoj Kumar Sethi

        I do agree with you @Brandon. Its not only about increasing the frequency of the post but you need to check yourself too if its going to make good impact or not :)

  • http://www.rancorinfotech.com/ MLM Software India

    I think the best way to increase your engagement on social media sites is to share your post or content at the time when your audience is ready to read or available to read.

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    i think Even if bufferapp wasn’t used, an increase of posts would increase those other metrics.

    • Anonymous

      I don’t think so. I think increasing my posts–at the right time–led to those results. I’ve seen even greater results using Buffer since this post!

  • http://www.brandsexposed.co.uk/ Brands Exposed

    i agree with chaussures converse, The results really dont seem to be conclusive!

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    Really nice post keep it up.

  • http://www.casquettefr.com/ casquette new era

    I could have posted a dozen new articles a day, but without fans commenting, liking and interacting because I posted when they were active, my “people talking about this” would have remained a flat line.

  • http://www.facebook.com/manojsethi46 Manoj Kumar Sethi

    Really a very effective and smart way to keep yourself active. Social Media is all about engaging with your fans/audience for that one need to pay time ..yes quality timing. Thanks for sharing such a useful article.

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