Cracking the Facebook Engagement Code: Part 2

I have a long history of questionable decision making.

When I was a child, I cut the whiskers of the family cat because I thought they were too long. In college, I tried to crush a beer can with my head—leaving myself with a massive headache and a crude, smiley-faced scar. As a thirty-five-year-old married father of two, I seriously twisted my ankle at the beginning of a run and continued running for FIVE more miles (following the run, I had to take a three weeks off after my ankle swelled to twice its previous size).

More recently, I made another poor decision: I titled a blog post, “Cracking the Facebook Engagement Code.”

Like all decisions I make—whether they’re good or bad—I put a lot of thought into the title. I had spent months trying to boost my Facebook engagement numbers by 1) identifying Harvard Business School (HBS) alumni who had interacted with us on both Twitter and Facebook and 2) then trying to bring these alumni from Twitter toFacebook. I would send a tweet, including the handles of several of alumni in it, with a link to content on our Facebook page. This tweet would typically be a call to action, for example encouraging alumni to comment on a question we asked or check out an article one of my co-workers authored.

In the beginning, this approach worked splendidly. Alumni not only clicked through to the page, but also left long and thoughtful comments. (See some of these interactions in my post at So, after this approach worked a few times, I penned my first “Cracking the Code” post.

And then, everything fell apart.

Read the rest of this post at 


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