The keyword “dollars off” in a retail offer-related Facebook post provides the highest user engagement — 55% higher than average — out of 10 popular choices, according to a September 2011 report from Buddy Media. And ubiquitous “coupon” ? It had an engagement 39% above average.
On the other end of the spectrum, seemingly popular keywords, such as “sale”, “save,” “deal,” “% off” and “bargain” have lower-than-average engagement rates – 30% lower in the case of “sale.”
Buddy Media, which has produced a comprehensive report on what works and doesn’t on Facbook, is hardly the first to weigh in on the subject of effective words on social media.