Improving interaction with Oxfam's Facebook page

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Presentation I gave to a few colleagues at Oxfam, running through some ideas about how we might increase interaction with our Facebook page.

Presentation I gave to a few colleagues at Oxfam, running through some ideas about how we might increase interaction with our Facebook page.

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  • We judge the success of a Facebook post by how much interaction it receives – likes, shares, comments
    Here’s an example that received a lot of likes
  • Over time we’ve discovered that posts which match people’s values do well. People share things because it reflects what they stand for in some way. On social media, people present a specific view of themselves – a way in which they would like to be seen by others.
    That said, it doesn’t always work, like in this example. Arguably the copy / style here is similar to the last example, so why is it that this received substantially less shares and likes?
  • This is another example about shared values – note the use of ‘we believe’ and ‘we’re determined to ’make it happen
  • This image macro was saying something new – it contained a stat, a v powerful one, that people weren’t aware of before
  • A couple of examples from – they Facebook posts are good so worth following
    Here the key part of the quote from Kofi is ‘we need a global grassroots movement that tackles climate change’ – again this reflects people’s values back onto themselves, because the reason they’re part of the FB page is because they’re ALREADY part of a grassroots movement.
  • Note length of text on mobile – all the more need to keep copy short
  • Upworthy have done some great stuff recently with getting their audience to share content
    They’ve grown to more than 5 million facebook fans, after only starting up in April 2012!
  • Innocent’s FB posts are also interesting. They share a lot of content that isn’t related to what they do, yet is entertaining.
    I don’t think Oxfam should copy this exactly, but I think it raises an interesting point about our posts – should we always link to Oxfam content only? Or should it be our mission to find and share interesting stuff that fits with our values, much like UpWorthy have done?
  • The main reason that people are on social media, particularly Facebook, is for entertainment. Here are a few more examples that have a message / meaning, but are still entertaining.
  • Back to Upworthy’s growth
  • The way they encourage interaction is through a ‘curiosity gap’ – see their page for some examples
  • Upworthy’s magic formula for a successful post – the point here is that you never quite know what’s going to take off. It often takes a bit of luck for something to truly go viral.


  • 1. Increasing interaction with our Facebook page
  • 2. Writing for Facebook: General principles • Have a call to call to action – like, share, comment • Always consider length on mobile. Doesn’t have to be short, but if can be summarised in first sentence then all the better. • Most-shared and most-liked posts tend to either: 1) reflect values of person interacting with them 2) timed to something going on in the outside world / news event 3) containing shocking / surprising info