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Social media community plan 2

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The document analyzes a non-profit organization's social media performance over the past two months. It finds that posts about inspirational stories and books performed best, while questions received the lowest engagement. It recommends increasing high-performing content types and decreasing lower-performing ones. Key metrics like followers, reach, and engagement all increased substantially from January to February.

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SOCIAL MEDIA COMMUNITY BUILDING PLAN data into action PREPARED FOR: APRIL 5, 2013
Top Insights & Recommended Next Actions pg 1 OVERVIEW 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 whats working and less of what isnt.
pg 2 CONTENT % OF POSTS RESONATOR RANK KUDOS 13.5% Links to promote like-minded orgs 3.6% 22.83% Photos of partners and friends 10.1% 38.07% INSPIRATIONAL 44.4% Inspirational Book 3.7% 79.97% Inspirational Story 89.49% Inspirational Movie 10.8% -62.12% Theme: Relationships 29.7% -40.01% Blog Posts 3.7% -64.36% Photo with Quote 3.7% 43.78% QUESTIONS 10.8% 10.8% -77.15% EDUCATIONAL 31.1% Coping 14.5% -12.40% In the News 16.6% -18.11% REACH CTR LIKES SHARES COMMENTS & ANSWERS 12,025 16% 855 242 106 3,921 18% 413 114 59 8,104 15% 442 128 47 111,023 13% 5,427 1,081 388 5,347 33% 187 37 13 18,619 3% 1,354 235 82 16,265 16% 466 128 68 13,265 20% 620 122 28 6,826 11% 236 67 10 50,701 12% 2,564 492 187 12,398 11% 192 34 168 12,938 11% 192 34 168 7,555 13% 292 61 27 4,989 11% 202 38 17 2,566 15% 90 23 10 CONTENT ANALYSIS SUPPORTING DATA COMMUNITY BUILDING PLAN 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. February 1-28, 2013 CONTENT ANALYSIS
LIKES How many Facebook users are connected to your page? REACH How many users saw your content ENGAGED USERS How many people liked, commented, shared, or clicked on your content? - 110 130 211 635 ------------- 13,977 3,488 8,927 19,416 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 0 100 200 300 400 500 600 700 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Engagement Reach ENGAGEMENT & REACH MESSAGE SENT REACH LIKES COMMENTS SHARES ENGAGEMENT February 3, 2013 Kudos of the Week: This months 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: Its 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, theyll be with someone really special. 3.4K 339 25 65 22.43% 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. 3.3K 356 38 91 24.33% pg 3 FACEBOOK PERFORMANCE JAN-13 FEB-13 % CHANGE Likes Total Likes 3,805 6,784 78.3% New Likes 1,627 3,088 Reach Avg. Daily Reach 8,297 19,416 117.5% % of Likes Reached 234.6% 286.2% 22.0% Engagement Engaged Users 211 635 200.9% % of Likes Engaged 5.5% 9.4% 68.8% % of Reach Engaged 2.4% 3.3% 38.4% POST LEVEL JAN-13 FEB-13 TREND Avg. Post Reach 1,688 3,865 Avg. Engaged Users 150 421 % of Engagement 8.9% 10.9% # of Posts 41 37 Post Likes 2,389 6,766 Comments 303 689 Shares 481 1,418 User Post Stories 246 249 CONTENT ANALYSIS
GET TO KNOW MEDIA CAUSE Media Cause is a non-pro鍖t marketing company that offers search marketing and social media support to all non-pro鍖ts regardless of size or budget. We offer world-class digital marketing services to non-pro鍖ts and causes with funds to invest in growing support for their organizations online. As a non-pro鍖t ourselves, we are a mission driven organization. We believe the world would be a better place, if non-pro鍖ts, 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-pro鍖ts 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-pro鍖ts can take advantage of great programs, tools, and social platforms like Google Grants, Facebook, and Twitter. Learn more at www.mediacause.org. facebook.com/mediacause twitter.com/mediacause Lets be friends! Join our online communities to check out our work and get the latest in non-pro鍖t social media news:

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Social media community plan 2

  • 1. SOCIAL MEDIA COMMUNITY BUILDING PLAN data into action PREPARED FOR: APRIL 5, 2013
  • 2. Top Insights & Recommended Next Actions pg 1 OVERVIEW 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 whats working and less of what isnt.
  • 3. pg 2 CONTENT % OF POSTS RESONATOR RANK KUDOS 13.5% Links to promote like-minded orgs 3.6% 22.83% Photos of partners and friends 10.1% 38.07% INSPIRATIONAL 44.4% Inspirational Book 3.7% 79.97% Inspirational Story 89.49% Inspirational Movie 10.8% -62.12% Theme: Relationships 29.7% -40.01% Blog Posts 3.7% -64.36% Photo with Quote 3.7% 43.78% QUESTIONS 10.8% 10.8% -77.15% EDUCATIONAL 31.1% Coping 14.5% -12.40% In the News 16.6% -18.11% REACH CTR LIKES SHARES COMMENTS & ANSWERS 12,025 16% 855 242 106 3,921 18% 413 114 59 8,104 15% 442 128 47 111,023 13% 5,427 1,081 388 5,347 33% 187 37 13 18,619 3% 1,354 235 82 16,265 16% 466 128 68 13,265 20% 620 122 28 6,826 11% 236 67 10 50,701 12% 2,564 492 187 12,398 11% 192 34 168 12,938 11% 192 34 168 7,555 13% 292 61 27 4,989 11% 202 38 17 2,566 15% 90 23 10 CONTENT ANALYSIS SUPPORTING DATA COMMUNITY BUILDING PLAN 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. February 1-28, 2013 CONTENT ANALYSIS
  • 4. LIKES How many Facebook users are connected to your page? REACH How many users saw your content ENGAGED USERS How many people liked, commented, shared, or clicked on your content? - 110 130 211 635 ------------- 13,977 3,488 8,927 19,416 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 0 100 200 300 400 500 600 700 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Engagement Reach ENGAGEMENT & REACH MESSAGE SENT REACH LIKES COMMENTS SHARES ENGAGEMENT February 3, 2013 Kudos of the Week: This months 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: Its 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, theyll be with someone really special. 3.4K 339 25 65 22.43% 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. 3.3K 356 38 91 24.33% pg 3 FACEBOOK PERFORMANCE JAN-13 FEB-13 % CHANGE Likes Total Likes 3,805 6,784 78.3% New Likes 1,627 3,088 Reach Avg. Daily Reach 8,297 19,416 117.5% % of Likes Reached 234.6% 286.2% 22.0% Engagement Engaged Users 211 635 200.9% % of Likes Engaged 5.5% 9.4% 68.8% % of Reach Engaged 2.4% 3.3% 38.4% POST LEVEL JAN-13 FEB-13 TREND Avg. Post Reach 1,688 3,865 Avg. Engaged Users 150 421 % of Engagement 8.9% 10.9% # of Posts 41 37 Post Likes 2,389 6,766 Comments 303 689 Shares 481 1,418 User Post Stories 246 249 CONTENT ANALYSIS
  • 5. GET TO KNOW MEDIA CAUSE Media Cause is a non-pro鍖t marketing company that offers search marketing and social media support to all non-pro鍖ts regardless of size or budget. We offer world-class digital marketing services to non-pro鍖ts and causes with funds to invest in growing support for their organizations online. As a non-pro鍖t ourselves, we are a mission driven organization. We believe the world would be a better place, if non-pro鍖ts, 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-pro鍖ts 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-pro鍖ts can take advantage of great programs, tools, and social platforms like Google Grants, Facebook, and Twitter. Learn more at www.mediacause.org. facebook.com/mediacause twitter.com/mediacause Lets be friends! Join our online communities to check out our work and get the latest in non-pro鍖t social media news: