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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.

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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.

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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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