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Orlando Ballet Facebook Audit
- 1. SOCIAL MEDIA AUDIT Emily Anness General statistics Even though many competitors, such as American Ballet Theater (ABT), have more likes/follows on their Facebook page, OB uses crucial tactics to boost post engagement that ABT fails to do. ABT has an average of 512 likes, 65 shares, and 9 comments per post, while you have an average of 89 likes, 20 shares, and 6 comments per post. To examine engagement with a post, you should focus on comments and shares, as likes are more passive (Seiter 2016). ABT has a large drop in comments and shares compared to likes on a post, whereas your engagement is more proportional (Fig 1.). You should always answer questions and reply to comments on your posts. People want to engage with a brand, and 1 in 3 customers will go to a competitor if ignored on social media (York 2016). ABT responded to none of their comments and had 10 unanswered questions, while you responded to 24% of comments and had no unanswered questions. Audience Facebook’s audience is 74% female, and 81% of 18 to 29‐year‐olds reported using the platform. Almost the same amount of 30 to 49‐year‐olds reported using Facebook at 78% (Gramlich 2019). ABT targets the female audience, specifically young dancers, due to 32% of posts containing dance specific jargon. They also target the older audience with posts about the Oscars and a luxury cruise line partnership. You also focus on young dancers, but more on those who want to be dancers and parents of dancers. Both target audiences with a connection to dance but could use more content that can relate to those who don’t have that connection.
- 2. SOCIAL MEDIA AUDIT Emily Anness Content ABT shared content 24% of the time while your posts were original. You should engage and share content from other brands with similar values/audiences to add variety and potentially expand your audience and engagement (Cromwell 2016). You tag other organizations/people 52% of the time but should share and add your own voice to other organizations’ posts. Also, posts should be optimized for Facebook if shared from other platforms (Fontein 2017). ABT shared people’s posts from Instagram, but referred to them by their “@,” which does not work with Facebook and is confusing. There should be a balance between promotional and value‐added content; a 30:70 ratio. Value‐ added posts are for the benefit of the audience, are entertaining, relevant, useful, or engaging (Monnes 2019). ABT’s ratio was 28:72, and yours was 52:48. More value‐added content could help drive engagement. Story/Voice Audience members want to hear from the human‐faces of the organization they engage with because it humanizes them, and the audience can relate. Personalizing the way you speak to your audience will help engagement (Pavel 2019). You spoke from the perspective of the organization 100% of the time but did address the audience directly with second‐person point of view. ABT was less clear with who was speaking and did not personalize language (Fig. 2). Using a genuine, generous, or grateful voice in posts is effective for engagement, but whatever voice is established should be consistent (Miller 2013, 113‐114). OB had less variation in voice than ABT did (Fig. 3). Posts should have a clear goal and can be as simple as asking for an opinion in the comments (Monnes 2019). A clear call‐to‐action will help guide engagement and compels audience to participate (Fontein 2017). ABT had a clear CTA 28% of the time, and OB 68% of the time.
- 3. SOCIAL MEDIA AUDIT Emily Anness Aesthetics To show human‐faces in the organization and be more relatable, you should use behind‐the‐ scenes or “organic” imagery. Stock‐looking/professional photos should be clearly yours if used (Barnhart 2018). Your imagery had a 4.8 average in quality (out of 5), but 3.6 in aesthetics due to stock looking imagery from your website. Your posts on meeting the dancers were engaged with because of the aesthetics, quality, and humanizing aspects. Videos on Facebook have 135% more reach than posts with just a photo (York 2016). ABT used videos 40% of the time, and you 12% of the time (Fig. 4). Videos should also be a minute or less to avoid losing interest (Chi 2018). 30% of ABT’s were over as well as 67% of yours. Even though it doesn’t always apply, posts with 80 characters or less get 88% more engagement (Jackson 2017). Yours had an average of 393 characters, and ABT had 214.
- 6. SOCIAL MEDIA AUDIT Emily Anness Appendix Figure 1: Engagement Figure 2: Speaker in Posts 0 25 50 75 100 125 150 175 200 225 250 275 300 325 350 375 400 425 450 475 500 525 550 likes/reactions shares comments Average Engagement Level in 25 Facebook Posts American Ballet Theater Orlando Ballet 92% 8% OB: Speaker in post organization exec director, shane jewell 64% 16% 20% ABT: Speaker in post organization dancer unclear
- 7. SOCIAL MEDIA AUDIT Emily Anness Figure 3: Voice Figure 4: Media Type 56% 36% 8% OB: Voice in post friendly genuine generous 56% 8% 16% 12% 4% 4% ABT: Voice in post friendly Genuine Professional helpful inspiring unclear 0 2 4 6 8 10 12 14 16 18 20 picture video link w pic Media Type in 25 Facebook Posts American Ballet Theater Orlando Ballet