2. Public Relations
Increase awareness of specific OEA initiatives
Build / Reinforce OEA’s reputation as proactively working to
improve schools and advocating for the right of every child to a
high quality public education
Build / Reinforce public perception of OEA as the preeminent
source on education issues
Enhance perception of the value of membership
Mobilization & Organizing
Gain volunteers and activists — move members along a continuum
from a lack of awareness and care to higher and higher levels of
awareness, understanding, and agreement, ultimately leading to
activism and advocacy
5. Likes or Fans – Total likes is simply the number of people who have
liked your Facebook Page.
Friends of Fans – Friends of fans is the total number of friends that
all of your Facebook fans have, taking mutual friends into account.
Reach – The total number of people who have seen content
associated with your Page.
Virality – The percent of people who saw a post from your Page
through a friend’s sharing it.
People Talking About This – The number of unique users who have
created a story about you or some of your content.
Engaged Users – The number of people who have clicked anywhere on
your post.
Post – The type of post (text, photo, video, link, platform post,
Questions).
6. OEA’s email subscriber list is approximately 30,000. Nonprofits the same
size as OEA average 3,090 fans. OEA currently has more than 8,500 fans.
2012 Benchmarks Extra: Facebook by Ezra Billinkoff, Amy Peyrot, and Megan Yarbroughof M+R Strategic Services.
7. What these numbers show is that people are actively engaging with our
page on a regular and consistent basis. We achieved this by following social
media research and instituting best practices on factors we can control,
such as type of post, day/time of post, tone of post, frequency of posts, and
inclusion of certain words, phrases and characters.
8. AFFINITY SCORE
Affinity Score means how "connected" a particular user is to the Edge.
Facebook calculates affinity score by looking at explicit actions that users
take, and factoring in 1) the strength of the action, 2) how close the
person who took the action was to you, and 3) how long ago they took the
action.
EDGE WEIGHT
Each category of edges has a different default weight. This means, for
instance, that comments are worth more than likes. Facebook also
changes the edge weights to reflect which type of stories they think user
will find most engaging. For example, photos and videos have a higher
weight than links.
TIME DECAY
As a story gets older, it loses points because it's "old news.‖
9. To increase your reach you have to play into the EdgeRank
algorithm, and you can do that two ways:
1. Post rich content like photos, videos, and links. EdgeRank gives
these higher value for news feeds.
2. Get people to engage with your content. The more often people
interact with your page, the more often EdgeRank will show
your content to them, thus increasing your reach. Your viral
reach will also increase because with every like, comment, or
share, your page’s content shows up in more people’s feeds.
10. Post tons of images. They get the most likes and shares. Photos
also get a lot of comments, but text updates get slightly more.
Make posts either very short or very long, between 400 and 500
characters.
Posts with self-referential words, like ―I‖ and ―me‖ tend to get
more likes.
Don’t be neutral. Positive and negative or provocative posts
get more engagement.
Contra-competitive timing — posts published on Saturdays and
Sundays receive a higher percentage of likes than those posted
during the business week.
11. Content posted later in the day get more likes and shares —
likes peak around 8PM EST, while shares peak around 6PM EST.
Deliberate pacing gets more attention.
Do a ―Like‖ campaign.
Invest in Facebook ads.
12. • How to Get More Likes, Comments and Shares on Facebook:
http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-
on-facebook.html#
• Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]:
http://blogs.constantcontact.com/product-blogs/social-media-
marketing/facebook-nonprofits-podcast/
• Your burning questions (& our answers) on Facebook metrics and strategy!:
http://labs.mrss.com/your-burning-questions-our-answers-on-facebook-metrics-
and-strategy/
• Social Media Tips on Pinterest:
http://pinterest.com/dinicaq/social-media-tips/
• Zarrella’s Hierarchy of Contagiousness: The Science, Design, and Engineering
of Contagious Ideas, Daniel Zarrella, http://tinyurl.com/nodbzkj
http://slidesha.re/11zpeUk
Editor's Notes
Facebook Page Insights includes several metrics: Likes or Fans – Total likes is simply the number of people who have liked your Facebook Page.Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account. Reach – The total number of people who have seen content associated with your Page.Virality – The percent of people who saw a post from your Page through a friend’s sharing it.People Talking About This – The number of unique users who have created a story about you or some of your content. Engaged Users – The number of people who have clicked anywhere on your post. Post – The type of post (text, photo, video, link, platform post, Questions).
Reach – The total number of people who have seen content associated with your Page.Virality – The percent of people who saw a post from your Page through a friend’s sharing it.People Talking About This – The number of unique users who have created a story about you or some of your content. Engaged Users – The number of people who have clicked anywhere on your post.
Facebook organizes items in each user’s newsfeed, so the ones they think the user will find most interesting appears at the top. EdgeRank is the Facebook algorithm that they use to decide which stories appear in a user's newsfeed and how high up on the feed. So if your post doesn't score well, no one will see it.EdgeRank is like a credit rating: it's invisible, it's important, it's unique to each user, and no one other than Facebook knows knows exactly how it works.Facebook says that the three ingredients of the algorithm are: Affinity ScoreEdge WeightTime DecayEdge Weight: Facebook calls actions "Edges.” Explicit actions include clicking, liking, commenting, tagging, sharing, and friending. And a story about that Edge might show up in the user's personal newsfeed. By default, you are more likely to see a story in your newsfeed about me commenting on a fan page than a story about me liking a fan page. Because each of these interactions has a different weight that reflects the effort required for the action--more effort from the user demonstrates more interest in the content. Also new Facebook features generally have a high Edge weight in order to promote the feature to users. For example, when Facebook rolled out, check-ins
Facebook organizes items in each user’s newsfeed, so the ones they think the user will find most interesting appears at the top. EdgeRank is the Facebook algorithm that they use to decide which stories appear in a user's newsfeed and how high up on the feed. So if your post doesn't score well, no one will see it.EdgeRank is like a credit rating: it's invisible, it's important, it's unique to each user, and no one other than Facebook knows knows exactly how it works.Facebook says that the three ingredients of the algorithm are: Affinity ScoreEdge WeightTime DecayEdge Weight: Facebook calls actions "Edges.” Explicit actions include clicking, liking, commenting, tagging, sharing, and friending. And a story about that Edge might show up in the user's personal newsfeed. By default, you are more likely to see a story in your newsfeed about me commenting on a fan page than a story about me liking a fan page. Because each of these interactions has a different weight that reflects the effort required for the action--more effort from the user demonstrates more interest in the content. Also new Facebook features generally have a high Edge weight in order to promote the feature to users. For example, when Facebook rolled out, check-ins
