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How NGOs win on Facebook, Net Tuesday edition


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What actually works in garnering likes, comments and shares on Facebook pages? Darren Barefoot and Theo Lamb analyzed 1000 posts from large environmental NGOs and are keen to report their findings. Learn who's doing Facebook well, and what really works to increase engagement.

Published in: Business, Technology
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How NGOs win on Facebook, Net Tuesday edition

  1. 1. How NGOs win on Facebook Here comes the science
  2. 2.
  3. 3. ✤ Questions ✤ What kind of content earns the most likes, comments and shares? ✤ Which organizations are killing it on Facebook?
  4. 4. What we did
  5. 5. Earthjustice Sierra Club Surfrider David Suzuki FoundationRainforest Action Network Unfriend Coal NRDC National Audubon Society Project Aware Greenpeace USA Leave No TraceNational Wildlife Federation Ducks Unlimited The Story of Stuff Earth Hour Earth Rangers WWF CanadaConservation International Nature Conservancy
  6. 6. What we observed
  7. 7. Content Types
  8. 8. Days of the Week
  9. 9. ✤ 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.
  10. 10. What we figured
  11. 11. Engagement =Likes +(Comments * 2.5) +(Shares * 5)
  12. 12. Engagement vs. Frequency
  13. 13. EngagementOrganizations’ names redacted, to protect the innocent
  14. 14. Content Types by NGO
  15. 15. Photos and Video
  16. 16. Links
  17. 17. What we learned elsewhere
  18. 18. What we admired
  19. 19. Top ten posts:
  20. 20. We got 1,000 shares, 180 comments and 342 likes.The page was also liked by 1,000 more people thisweekend.We can’t attribute this to the image, but wedo know that with 1,000 shares, we got huge exposureto lots of new Facebook friends.We also got 3050 visits to the blog from Facebook (outof 4500 total visits) and 560 people who followed upand signed our action.In Facebook Insights, the post is currently second (outof 158) post for ‘engaged users’ and ‘most talkedabout’ for 2012.
  21. 21. What we recommend
  22. 22. ✤ Recommendations ✤ You’re probably not publishing enough photos and videos. ✤ People like simple evocative messages laid over photos. ✤ Link more often to sites other than your own. ✤ Ask people to share your content sparingly.
  23. 23. ✤ More recommendations ✤ Emulate Earthjustice, Surfrider and Rainforest Action Network. ✤ Engagement in your social media channels probably reflects engagement across your entire organization, in all channels. ✤ Pair the rich media content with a caption of at least 140 characters. Ergo, post different text for Facebook and Twitter.
  24. 24. Questions?