Facebook Studio, the Facebook-authored resource for marketers and page managers, doesn't seem to understand the difference between the most engaging and the most relevant media type. In the example above, Facebook Studio first asks you to copy edit a lengthy status update down to something more snack size. The copy shown is that which Facebook considers to be optimized.
"When Northtown's contemporary art museum was facing an image problem [sic] we challenged the complainers: Do you think you can [sic] a better job yourself? Facebook fan Keri Tsu could and did. Check out the amazing results."
The next task you're given is to pick the best visual element to accompany the post. Your choices are:
- Photograph of people waiting in line outside of the museum
- Photograph of Keri Tsu
- Video interview with Keri Tsu
According to Facebook, the correct answer is the photograph of Keri Tsu because "[p]hotos tend to get 120% more engagement vs. text only; video tends to get 100% more." Facebook would have you believe the correct answer is as simple as picking the visual element with best engagement rate. However, this answer is erroneous if the example is taken at face value; the photograph of Keri Tsu would not, as the status update suggests, communicate "the amazing results."
So Facebook Studio and I are going to have to agree to disagree on this one. In this case, a picture is not worth a thousand words. The goal of the post...