Most Engaging Facebook Posts for the Week of 11-04-2012


Got a sweet tooth?

If you happened to be on Facebook at all in the last month, you probably started to see every brand post their homage to Halloween in some way or another to their fans.

Don’t let black cats, costumes, and pumpkin photos dominate all your holiday fun! As you’ll see below, a few brands have positioned themselves very appropriately this week and have created great discussions around them.

Last week we looked at a number of brands doing a great job to break through the noise on Facebook, and this week we have three more to examine.

Social Fresh uses Expion to monitor the most engaging posts from the past week on Facebook. Out of all the big brands we monitor, we call out at least three Fresh Facebook Posts to feature here.

1. Doubletree

If you’ve never stayed at a Doubletree this may not make any sense, but hands-down their “cookie at check-in” policy is probably one of the best customer service details I’ve experienced with a hotel chain. Warm, hot and gooey, the Doubletree cookie has been a fan favorite for many Social Fresh conference attendees in recent years.

What even the most seasoned Doubletree traveller may not know however is that they also give away cookies to trick-or-treaters on Halloween, which they used this week to highlight as you can read in the copy.

While they could have used a cookie cutter to make their signature cookie the shape of a pumpkin, or added some sort of silly face, Doubletree chose to add an inspirational quote (conveniently written on the back of their branded cookie wrappers). One thing that happens a lot on Facebook these days is people sharing photos, and removing the brand’s initial message.

Focusing on the cookie and the quote (in a hotel setting it would appear to be) allows the user to draw their own connection to the brand, and the post. Sure it’s timely that it is Halloween week, but the focus here is reinforcing iconic brand assets.

2. Oreo

Oreo’s community team is awesome.

The highly produced Daily Twist campaign that ran earlier this year has created some of the most memorable Facebook graphics I can personally remember, especially the Gay Pride Cookie and the Mars Rover landing.

This week they’re taking a playful twist (no pun intended) to the humorous attribution “said nobody ever.” This tongue-in-cheek use of a universally known phrase has certainly resonated with their audience, as you can see in the comments.

What’s unique about this post is that they not only have created a graphic that is very text-dominant, they also included the caption “Friends don’t let friends pass up Oreo cookies,” opening up that companionship that comes from enjoying two or twenty Oreos.

3. Reese’s

What better way to end a Halloween week than with a post about candy! As you can see here Reese’s (a Hershey product) has taken the childhood tradition of post-trick or treating candy sorting and put it out for all of Facebook to cherish.

By asking simply what your stash looks like, they have received all sorts of responses. Note they added a link to their fan-submitted photo and subtly (or not so much) emphasized the LIKE, letting fans know they didn’t necessarily have to comment, a positive reinforcement with a Like works too.

I need to make an honest disclosure here, Reese’s are hands-down favorite candy, so I’m quite partial to them around this time of year. From childhood to adulthood I’ve had to closely guard my supply of Reese’s from other family members because we all enjoy them so much, so it was funny to see this posted this week.

Inspire and Delight

All of these brands showcased this week bring up an important thing for Facebook marketers to remember, use the world as an inspirational canvas.

Relevancy in your audience’s world will achieve the greatest results. Now while we’re having fun and talking about sweets during Halloween week, the same goes for any brand. Be true to your brand, understand the peak times people may use your product, be it by the hour, day, month, or holiday season.

Use these as a springboard to creating touching and (significantly more) meaningful content that will get people talking.


Data provided by Expion, a social software company. Expion provides scalable enterprise-grade software to listen, content plan, publish, moderate, analyze, govern and share content on Facebook and other social channels across thousands of users.


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