SOCIAL MEDIA COMMUNITY BUILDING PLAN

data into action

PREPARED FOR:

APRIL 5, 2013

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.

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

LIKESHow many Facebook users are connected to your page?

REACHHow many users saw your content

ENGAGED USERSHow 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 ENGAGEMENTFebruary 3, 2013Kudos 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, 2013Love 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 13,2013Breaking 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 PERFORMANCEJAN-13 FEB-13 % CHANGE

Likes

Total Likes 3,805 6,78478.3%

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 TRENDAvg. 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

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

Let’s be friends! Join our online communities to check outour work and get the latest in non-profit social media news: