The document analyzes a non-profit organization's social media performance over the past two months. It finds that posts about inspirational stories and books performed best, while questions received the lowest engagement. It recommends increasing high-performing content types and decreasing lower-performing ones. Key metrics like followers, reach, and engagement all increased substantially from January to February.

1. SOCIAL MEDIA
COMMUNITY BUILDING PLAN
data into action
PREPARED
FOR:
APRIL 5, 2013

2. Top Insights &
Recommended Next Actions
pg 1
OVERVIEW
• 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 ranks, 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.
• Review our Content Analysis on the following pages. We have categorized your Facebook
posts 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.

3. pg 2
CONTENT % OF POSTS
RESONATOR
RANK
KUDOS 13.5%
Links to promote like-minded orgs 3.6% 22.83%
Photos of partners and friends 10.1% 38.07%
INSPIRATIONAL 44.4%
Inspirational Book 3.7% 79.97%
Inspirational Story 89.49%
Inspirational Movie 10.8% -62.12%
Theme: Relationships 29.7% -40.01%
Blog Posts 3.7% -64.36%
Photo with Quote 3.7% 43.78%
QUESTIONS 10.8%
10.8% -77.15%
EDUCATIONAL 31.1%
Coping 14.5% -12.40%
In the News 16.6% -18.11%
REACH CTR LIKES SHARES
COMMENTS &
ANSWERS
12,025 16% 855 242 106
3,921 18% 413 114 59
8,104 15% 442 128 47
111,023 13% 5,427 1,081 388
5,347 33% 187 37 13
18,619 3% 1,354 235 82
16,265 16% 466 128 68
13,265 20% 620 122 28
6,826 11% 236 67 10
50,701 12% 2,564 492 187
12,398 11% 192 34 168
12,938 11% 192 34 168
7,555 13% 292 61 27
4,989 11% 202 38 17
2,566 15% 90 23 10
CONTENT ANALYSIS SUPPORTING DATA
COMMUNITY BUILDING PLAN
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 what
content engages and grows your Facebook community.
February 1-28, 2013
CONTENT ANALYSIS

4. 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?
-
110
130
211
635
-------------
13,977
3,488
8,927
19,416
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
0
100
200
300
400
500
600
700
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13
Engagement Reach
ENGAGEMENT & REACH
MESSAGE SENT REACH LIKES COMMENTS SHARES ENGAGEMENT
February 3, 2013
Kudos of the Week: This month’s Stem Cells journal reports a
promising study that may have discovered a “possible path to
a cure” for cerebral palsy.
3.9K 413 59 114 22.49%
February 11, 2013
Love without barriers: It’s that time of the year again; the one
where the lovers and the lovelorn either celebrate their passion
and respect for one another, or resolve that by February of next
year, they’ll be with someone really special.
3.4K 339 25 65 22.43%
February 13,2013
Breaking News! Andrew Kijeck, 11, from Shelby Township,
Mich., has been selected to participate in a procedure that is
on the use of cord blood stem cells for cerebral palsy.
3.3K 356 38 91 24.33%
pg 3
FACEBOOK PERFORMANCE
JAN-13 FEB-13 % CHANGE
Likes
Total Likes 3,805 6,784
78.3%
New Likes 1,627 3,088
Reach
Avg. Daily Reach 8,297 19,416 117.5%
% of Likes Reached 234.6% 286.2% 22.0%
Engagement
Engaged Users 211 635 200.9%
% of Likes Engaged 5.5% 9.4% 68.8%
% of Reach Engaged 2.4% 3.3% 38.4%
POST LEVEL JAN-13 FEB-13 TREND
Avg. Post Reach 1,688 3,865
Avg. Engaged Users 150 421
% of Engagement 8.9% 10.9%
# of Posts 41 37
Post Likes 2,389 6,766
Comments 303 689
Shares 481 1,418
User Post Stories 246 249
CONTENT ANALYSIS

5. GET TO KNOW MEDIA CAUSE
Media Cause is a non-profit marketing company that offers search marketing and social media
support to all non-profits regardless of size or budget. We offer world-class digital marketing
services to non-profits and causes with funds to invest in growing support for their organizations
online.
As a non-profit ourselves, we are a mission driven organization. We believe the world would be a
better place, if non-profits, large and small, were able to increase awareness for their programs,
raise more money online, and better engage with supporters. The money that we make from
selling our marketing services to larger non-profits is poured back into growing our team of
“marketing for good” experts as well as building our community of marketing volunteers to
ensure that all non-profits can take advantage of great programs, tools, and social platforms like
Google Grants, Facebook, and Twitter. Learn more at www.mediacause.org.
facebook.com/mediacause
twitter.com/mediacause
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