SOCIAL MEDIA COMMUNITY BUILDING PLAN data into action
PREPARED FOR: APRIL 5, 2013
OVERVIEW
Top Insights & Recommended Next Actions • Inspirational Stories posts had the highest Content Resonator Rank of 89.49% but made up just 10.8% of all posts, 4 of 37. Find similar stories to share this month instead of Inspirational Movies which registered one of the lowest scores at -62.12%. Test out the results when you increase Inspirational Stories to 15%-20% share of posts. • Inspirational Books was another top performer at 79.97% higher than the average post but represented just 3.7% share of posts. Find 2-3 more posts for this category next month. • Questions received the lowest ranks, they were 77.15% worse at engaging your supporters than the average post. This decrease was likely caused by the increase in posts. Lower the frequency next month and try using the Facebook questions app instead of status updates. • Review our Content Analysis on the following pages. We have categorized your Facebook posts into groups and analyzed your engagement data to better understand what resonates with your supporters. Do more of what’s working and less of what isn’t.
pg 1
CONTENT ANALYSIS
COMMUNITY BUILDING PLAN
February 1-28, 2013
CONTENT ANALYSIS CONTENT
% OF POSTS
SUPPORTING DATA
RESONATOR RANK
REACH
CTR
LIKES
SHARES
COMMENTS & ANSWERS
12,025
16%
855
242
106
KUDOS
13.5%
Links to promote like-minded orgs
3.6%
22.83%
3,921
18%
413
114
59
Photos of partners and friends
10.1%
38.07%
8,104
15%
442
128
47
INSPIRATIONAL
44.4%
111,023
13%
5,427
1,081
388
Inspirational Book
3.7%
79.97%
5,347
33%
187
37
13
89.49%
18,619
3%
1,354
235
82
Inspirational Story Inspirational Movie
10.8%
-62.12%
16,265
16%
466
128
68
Theme: Relationships
29.7%
-40.01%
13,265
20%
620
122
28
Blog Posts
3.7%
-64.36%
6,826
11%
236
67
10
Photo with Quote
3.7%
43.78%
50,701
12%
2,564
492
187
QUESTIONS
10.8%
12,398
11%
192
34
168
12,938
11%
192
34
168
7,555
13%
292
61
27
10.8%
-77.15%
EDUCATIONAL
31.1%
Coping
14.5%
-12.40%
4,989
11%
202
38
17
In the News
16.6%
-18.11%
2,566
15%
90
23
10
Resonator Rank is a performance indicator that shows what content resonates best with your supporters. In geek terms, we sort your posts into like groups, take a weighted average of likes, shares, comments and clicks per category, and then run a standard deviation on each category relative to the whole data set. This makes it easy to understand what content engages and grows your Facebook community.
pg 2
CONTENT ANALYSIS
FACEBOOK PERFORMANCE JAN-13
FEB-13
% CHANGE
Total Likes
3,805
6,784
New Likes
1,627
3,088
Avg. Daily Reach
8,297
19,416
117.5%
234.6%
286.2%
22.0%
211
635
200.9%
% of Likes Engaged
5.5%
9.4%
68.8%
% of Reach Engaged
2.4%
3.3%
38.4%
Likes
LIKES
How many Facebook users are connected to your page?
78.3%
Reach
REACH
How many users saw your content
% of Likes Reached Engagement Engaged Users
ENGAGED USERS
How many people liked, commented, shared, or clicked on your content?
POST LEVEL Avg. Post Reach
JAN-13
FEB-13
TREND
ENGAGEMENT & REACH 700
1,688
3,865
150
421
8.9%
10.9%
# of Posts
41
37
Post Likes
2,389
6,766
Comments
303
689
200
Shares
481
1,418
100
User Post Stories
246
249
Avg. Engaged Users % of Engagement
19,416
600
20,000
635
16,000 500
13,977
14,000 12,000
400
0
10,000
8,927
300
8,000
211
6,000 4,000
130
3,488 110
2,000
Oct-12
Nov-12
Dec-12 Engagement
Jan-13
-
Feb-13
Reach
MESSAGE SENT
REACH
LIKES
COMMENTS
SHARES
ENGAGEMENT
February 3, 2013 Kudos of the Week: This month’s Stem Cells journal reports a promising study that may have discovered a “possible path to a cure” for cerebral palsy.
3.9K
413
59
114
22.49%
February 11, 2013 Love without barriers: It’s that time of the year again; the one where the lovers and the lovelorn either celebrate their passion and respect for one another, or resolve that by February of next year, they’ll be with someone really special.
3.4K
339
25
65
22.43%
3.3K
356
38
91
24.33%
February 13,2013 Breaking News! Andrew Kijeck, 11, from Shelby Township, Mich., has been selected to participate in a procedure that is on the use of cord blood stem cells for cerebral palsy.
18,000
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GET TO KNOW MEDIA CAUSE
Media Cause is a non-profit marketing company that offers search marketing and social media support to all non-profits regardless of size or budget. We offer world-class digital marketing services to non-profits and causes with funds to invest in growing support for their organizations online. As a non-profit ourselves, we are a mission driven organization. We believe the world would be a better place, if non-profits, large and small, were able to increase awareness for their programs, raise more money online, and better engage with supporters. The money that we make from selling our marketing services to larger non-profits is poured back into growing our team of “marketing for good” experts as well as building our community of marketing volunteers to ensure that all non-profits can take advantage of great programs, tools, and social platforms like Google Grants, Facebook, and Twitter. Learn more at www.mediacause.org.
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