6-Month Social Media Report
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Social Media
6-Month Report
Strategy
- 3-5 posts per week
- Visual content
- Conversational tone
- Audience interaction
Audience interaction: liking/commenting on individual brigade pages' posts
6-MONTH TOTALS
POST AVERAGES
What does this mean?
- An individual post reaches about 1/3 of our total audience
- Our posts reach almost 4 times our total audience every month
Total audience as of 12/31/15: 13,883 page likes
AVERAGE ENGAGEMENT
Growth vs. Engagement
- Engagement is more important, leads to page growth
- People engaged with our content are more likely to like, comment, or share
- Direct indicator of what interests our audience (and what doesn't)
Post Types
- Impact posts: communicate significant program achievements or milestones
- Other posts: relevant articles, general updates, shares from partners/brigaders
- Next slides focus on 1-month sample
Highest performing post within 6-month timeframe: http://on.fb.me/1TQusac
Why?
-High quality images that visibly display impact
-New GB venture
-Partnership with other reputable organization (our audience + theirs)
Why?
-High quality images that visibly display impact
-New GB venture
-Partnership with other reputable organization (our audience + theirs)
IMPACT RESONATES
IMPACT POST ENGAGEMENT
In the month of November, impact posts received:
-6 times more Avg. Likes (281 vs. 46.5)
-5 times more Avg. Comments (15.5 vs. 3)
-1.7 times more Avg. Shares (38.75 vs. 23)
-6 times more Avg. Likes (281 vs. 46.5)
-5 times more Avg. Comments (15.5 vs. 3)
-1.7 times more Avg. Shares (38.75 vs. 23)
Analysis
- Facebook has highest referral rate to website (10% of total traffic)
- Platform used most by partners and brigade chapters
- Best platform for engaging AND informing
Recommendations
- Continue to accompany text with high-quality media
- Continue encouraging program staff to provide impact updates
- Experiment with boosting impact posts
- Tag partners/collaborators when possible to increase reach, target new audiences
Strategy
- 1- 3 tweets per day
- Segmented lists
- Relevant content
- Audience interaction
-Segmented lists on Hootsuite allow us to target certain audience groups directly without having to search through our Twitter feed, e.g. Brigaders or Partners/Funders
-Audience interaction: respond when someone tweets at or mentions GB
-Audience interaction: respond when someone tweets at or mentions GB
6-MONTH TOTALS
POST AVERAGES
What does this mean?
- We reach 15 times our audience per month
- Each tweet reaches 35% of our audience
Total audience as of 12/31/15: 2,100 followers
AVERAGE ENGAGEMENT
Very low engagement per individual tweet.
Analysis
- Low audience presence
- Crowded medium
- Time investment
Students are not very active on Twitter, whether personally or as a channel to promote their brigade.
The influx of tweets per minute means it is easy for our messaging to get lost. Scheduling more tweets to increase odds that our content will be noticed is a huge time investment, especially where there is a limited audience.
The influx of tweets per minute means it is easy for our messaging to get lost. Scheduling more tweets to increase odds that our content will be noticed is a huge time investment, especially where there is a limited audience.
Recommendations
- Maintain as current, but do not invest more time
- Utilize as a content resource
- Engage with like organizations
It is important our page stays updated for those who do know about us or discover us on Twitter. Twitter is also valuable for discovering global development news and information.
Strategy
- 1 - 2 posts per week
- Image quality & consistency
- Subtle promotion
- Audience engagement
Image quality: being very selective about which photos are posted. Quality vs. quantity.
Subtle promotion: first telling the image's story and then weaving in program achievements. Including links in profile bio when relevant.
Audience engagement: monitoring #globalbrigades to like and comment on brigader photos
Subtle promotion: first telling the image's story and then weaving in program achievements. Including links in profile bio when relevant.
Audience engagement: monitoring #globalbrigades to like and comment on brigader photos
Photo by ClickFlashPhotos / Nicki Varkevisser
6-MONTH TOTALS
Instagram does not provide reach metrics.
POST AVERAGES
AVERAGE ENGAGEMENT
Difficult to track image shares; when done, it is via a different reposting application.
What does this mean?
- About 14% of our audience likes each post
- Most do not engage with images beyond liking
Photo by ClickFlashPhotos / Nicki Varkevisser
Analysis
- Strong potential
- Conversion difficult
- Content-dependent
Instagram is a valuable platform for engaging current and prospective brigaders about the organization. However, the channel is less useful for encouraging followers to take specific action. This is because most engagement is visual and superficial, i.e. people scroll through images but only skim captions. The only opportunity to link out is in the profile bio, which does not correspond directly to any one image.
Photo by ClickFlashPhotos / Nicki Varkevisser
Recommendations
- Continue posting quality content
- Continue interacting with brigader images
- Emphasize story-based captions
Story-based captions: Tell the story of person or scene depicted in an image. Although we have many high-quality stock images, we have significantly less information about who the people are in these photos. Such information would make them even more compelling.
Blog Potential
- Redesigned blog posts enabled for mobile
- Shareable content for all social platforms
- Improves SEO
- Connects brigaders to more in-depth aspects of GB's work
- Provides content to expand LinkedIn presence
-51% of people access content via their mobile phones
-Blog content allows us to expound upon GB milestones (e.g. IDB grant) in an informative but more conversational way (versus brief website content or social media snippets).
-Blog content allows us to expound upon GB milestones (e.g. IDB grant) in an informative but more conversational way (versus brief website content or social media snippets).
Photo by Xraijs_
