The document provides recommendations for Facebook's community building plan based on an analysis of past post performance. It finds that inspirational stories and books posts had the highest engagement rates but were underrepresented. It recommends increasing the frequency of these types of posts. It also recommends decreasing the frequency of questions posts and blog links due to their low engagement. An attached analysis categorizes past posts and provides metrics on user interactions to identify the top performing content types.

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Prepared For:
©2013 Media Cause. All data and analysis is confidential and propriatary.
Facebook
COMMUNITY BUILDING PLAN

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pg 1
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 score, 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. Also
try posting questions in the form of a visual.
- Review our Content Analysis on the next page. We have categorized your Facebook post 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.
- Continue to post links to promote like-minded organizations. With a Content Resonator Rank of
22.83% and only 3.6% share of posts, this type of post does fairly well. Find more like-minded
organizations to promote.
- Photo with quotes is another type of high performing content. With a Content Resonator Rank
of 43.78% but only 3.7% share of posts, try doubling the frequency of photo with quotes. Since
links to promote like-minded organizations also has a good resonator rank of 22.83%, try
sharing photo of quotes from like-minded organizations and tag the organization in the post to
combine the traits of these high performing posts.
- Blog posts rank second to worst in terms of resonating with the audience. Lower the frequency
or instead, try posting short story summary statuses with a photo instead of linking externally
(example: https://www.facebook.com/photo.php?fbid=482928028434337&set=a.
264297080297434.62872.232186683508474&type=1).

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pg 2
CONTENT
% OF
POSTS
RESONATOR
RANK
REACH CTR LIKES SHARES
COMMENTS &
ANSWERS
KUDOS 13.5% 12025 16% 855 242 106
Links to promote likeminded orgs 3.6% 22.83% 3921 18% 413 114 59
Photos of partners and friends 10.1% 38.07% 8104 15% 442 128 47
INSPIRATIONAL 44.4% 111023 13% 5427 1081 388
Inspirational Books 3.7% 79.97% 5347 33% 187 37 13
Inspirational Stories 10.8% 89.49% 18619 3% 1354 235 82
Inspirational Movies 10.8% -62.12% 16265 16% 466 128 68
Theme: Relationships 29.7% -40.01% 13265 20% 620 122 28
Blog Posts 3.7% -64.36% 6826 11% 236 67 10
Photo with Quote 3.7% 43.78% 50701 12% 2564 492 187
QUESTIONS 10.8% 12398 11% 192 34 168
Status updates, fill in the blanks 10.8% -77.15% 12398 11% 192 34 168
EDUCATIONAL 31.1% 7555 13% 292 61 27
Coping 14.5% -12.40% 4989 11% 202 38 17
In the News 16.6% -18.11% 2566 15% 90 23 10
COMMUNITY BUILDING PLAN
APRIL 1-30, 2013
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 exactly what kind of content engages
and grows your social communities.
CONTENT ANALYSIS SUPPORTING DATA

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pg 3
Mar-13 Apr-13 % CHANGE
14182 14589 3%
450 533 18%
3435 8242 140%
24.2% 56.5% 133%
139 492 254%
1.0% 3.4% 244%
4.0% 6.0% 48%
POST LEVEL Mar-13 Apr-13 TREND
Avg. Post Reach 2,757 3,148
Avg. Engaged Users 111 135
% of Engagement 4.0% 4.3%
# of Posts 30 27
Post Likes 1,586 1,665
Comments 59 76
Shares 377 734
User Post Stories 70 32
REACH LIKES COMMENTS SHARES ENGAGEMENT
1.0k 37 2 16 11.49%
774 33 1 10 9.69%
3.2k 66 13 37 7.56%
FACEBOOK PERFORMANCE
April 10, 2013 - Photo
"Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium
doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo."
TOP POSTS
Engaged Users
% of Likes Engaged
% of Reach Engaged
New Likes
Total Likes
April 2, 2013 - Photo
"Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod
tempor incididunt ut labore et dolore magna aliqua"
April 4, 2013 - Link
"Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat."
% of Likes Reached
Avg. Daily Reach
311
100
117
200
257
139
492
30,016
1,723 2,004
4,631
6,080
3,435
8,242
1,000
6,000
11,000
16,000
21,000
26,000
31,000
0
50
100
150
200
250
300
350
400
450
500
550
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13
REACH AND ENGAGEMENT
Engagement Reach
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?