This is the third blog in my sequence of Facebook Insight entries, here we will discuss the posts that the people are seeing and engaging with.
The mobile market opened its doors on June 10, 2017. Their anticipating post published on the preceding Friday June 9, 2017 was sent at 7:44pm and reached 283 people out of which 42 clicked on the post, and 66 reacted. The next post was on the opening day at 6:51pm on June 10, 2017 and reached 1.1K people out of which 377 clicked on the post, and 66 reacted (reacted meaning posted a comment, liked, or shared). After those two posts on consecutive days, the Todd's Table Facebook page did not post again until 06/16/2017 and then again until 06/23/2017. The posts are typically sporadic and fluctuate between reaching 155 people to sometimes only 23 people.
I believe this fluctuation is also a reflection of the inconsistent posting times during the day as well as throughout the months. Those two first posts had the highest engagement rates and then quickly fell to having a maximum of 42 engaging people to a more frequent minimum of 0-3 people. The numbers for the amount of people reached are always in proportion to those who engaged. If the posts were examined to evaluate the most effective posting times, they would reach more people, and-- depending on the quality or type of post-- have more engagement as well.
Keep in mind that in this small community, the goal is not to reach millions of people, but instead to reach and qualitatively engage with the internal and neighboring communities. However, it is important to boost engagement to then boost the quality of engagement. Unfortunately, no post is going to be considered as boosting quality engagement if it only has two comments and four likes. It is also important for me to note-- because you cannot see my analytics page-- that the photo pots had much higher engagement levels than the posts with links or text only.
The posts with the most interaction
were posted at the following times:
10:30am reaching 103 people
11:47am reaching 155 people
11:50am reaching 214 people
12:02pm reaching 114 people
1:11pm reaching 164 people
1:14pm reaching 125 people
6:51 reaching 1.1K* people
7:44pm reaching 283 people
8:08pm reaching 253 people
8:55pm reaching 98 people
*possible outlier in data
best outcomes
For future posts that will be published at optimal times for the largest reach, there will be a minimum reached standard. If a post falls below a certain number reached, the post will be inspected and evaluated to help continue the accumulation of best practices for the organization. Posts will include pictures, links, and a call to action that may promote reactions such as comments. Even though the posts with links had the least engagement historically, we must be sure that is not a result of a bland post or suboptimal publishing time.
Another thing to consider for outliers in data is if the post was promoted at an event or gathering, maybe another organizations page or Instagram post. It is also necessary to look at the type of post, and what the pictures are of. In this case, the picture above was from the grand opening post that reached 1.1K people. The post was celebratory in nature and included pictures of the produce as well as the people who gathered around the market for some quality time. This type of post may be beneficial to reference in the future.
Let's take a look at the post that reached 155 people. That post was published July 28, the Friday before the market on July 29, 2017. It featured a picture of produce on a table, the colors were nuetral and the produce was offered at the market. The subject matter of the post displayed what produce would be offered, a reminder for the volunteer day at the community garden, and a call to action. Although it reached a large audience, only one person linked it, one person shared it, and one person commented. This could be because of time of day, quality of picture, or amount of text in the post. These are good case-studies to examine so that you do not blindly follow a trajectory based on only one factor (such as time published).
The other posts have less than 250 reached, and an engagement that consists mostly of staff or the Blackburn house. All that means is even though a post can be published at a better time to reach more people, it will not automatically get more reactions and clicks. Potentially, it could have lower engagement numbers!
A social media campaign is necessary to revitalize the followers, draw attention back to the good work of Todd's Table, and engage with people that makes them want to react more. A social media campaign designed for this organization would have to be very specialized because to suit the needs and resources available for the nonprofit program.
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