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How NGOs win on Facebook
      Here comes the science
✤   Questions
    ✤   What kind of content earns the most likes, comments and
        shares?

    ✤   Which organizations...
What we did
Earthjustice                  Sierra Club
         Surfrider             David Suzuki Foundation
Rainforest Action Network...
What we observed
Content Types
Days of the Week
✤   Other facts
    ✤   For every 1 comment, there are 3 shares and 11 likes.

    ✤   External links mostly went to mains...
What we figured
Engagement =
Likes +
(Comments * 2.5) +
(Shares * 5)
Engagement vs. Frequency
Engagement




Org Names Removed
Content Types by NGO




Org Names Removed
Photos and Video




Org Names Removed
Links




Org Names Removed
Org Names Removed
What we admired
Top ten posts:

http://j.mp/NGOFBposts
What we recommend
✤   Recommendations
    ✤   You’re probably not publishing enough photos and videos.

    ✤   People like simple messages ...
Questions?
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
How NGOs win on Facebook
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Slides from my presentation with Theo Lamb at NetSquared Camp, May, 2012

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How NGOs win on Facebook

  1. How NGOs win on Facebook Here comes the science
  2. ✤ Questions ✤ What kind of content earns the most likes, comments and shares? ✤ Which organizations are killing it on Facebook?
  3. What we did
  4. Earthjustice Sierra Club Surfrider David Suzuki Foundation Rainforest Action Network Unfriend Coal 350.org NRDC National Audubon Society Project Aware Greenpeace USA Leave No Trace National Wildlife Federation Ducks Unlimited The Story of Stuff Earth Hour Earth Rangers WWF Canada Conservation International Nature Conservancy
  5. What we observed
  6. Content Types
  7. Days of the Week
  8. ✤ Other facts ✤ For every 1 comment, there are 3 shares and 11 likes. ✤ External links mostly went to mainstream news sources. ✤ Collectively, the NGOs averaged almost exactly one post a day. ✤ There was no obvious correlation between day of the week and post popularity. ✤ Hardly anybody ever uses Facebook Questions. ✤ 18 of the 20 most popular posts were photos.
  9. What we figured
  10. Engagement = Likes + (Comments * 2.5) + (Shares * 5)
  11. Engagement vs. Frequency
  12. Engagement Org Names Removed
  13. Content Types by NGO Org Names Removed
  14. Photos and Video Org Names Removed
  15. Links Org Names Removed
  16. Org Names Removed
  17. What we admired
  18. Top ten posts: http://j.mp/NGOFBposts
  19. What we recommend
  20. ✤ Recommendations ✤ You’re probably not publishing enough photos and videos. ✤ People like simple messages laid over photos. ✤ Link more often to sites other than your own. ✤ Ask people to share your content sparingly. ✤ Emulate Earthjustice, Surfrider and Rainforest Action Network. ✤ Engagement in your social media channels probably reflects engagement across your entire organization, in all channels.
  21. Questions?
  • NadeThirang

    Jul. 19, 2015
  • kennethwuhk

    Mar. 23, 2013
  • dafnu

    Mar. 2, 2013
  • johnhaydon

    Oct. 7, 2012
  • swatidhawan81

    Sep. 27, 2012
  • sillygwailo

    Sep. 17, 2012
  • sablyth

    Sep. 6, 2012
  • kempedmonds

    Jul. 3, 2012
  • TakeshiWatanabe2

    Jul. 3, 2012
  • cranbury

    Jul. 2, 2012

Slides from my presentation with Theo Lamb at NetSquared Camp, May, 2012

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