Tuesday, April 14, 2015

How You (and the network) Did Last Week - 4/13/15

Today's winner of the week will be a brief study in the importance of Facebook efficiency.

We'll use two of Do512's most viral posts as examples for this case study:

Post 1 - World Cup Watch Party:
  • Broke Do512's record for highest reach of a single post with over 1.3 million organic reach
  • Accrued 2,251 likes, 87 comments, and 134 shares
  • Touted a massive free outdoor watch party to see USA take on Belgium in the World Cup
Post 2 - Bluebonnet Photo Tip:
  • Racked up 261,120 in organic reach
  • Broke Do512's record for highest number of shares with 1,125 organic shares, along with piling up 2,402 likes and 272 comments
  • Clued in people to a good spot to take photos in a field of bluebonnets
So with those facts, which would you wager drove more traffic to Do512 - a massive watch party for USA's elimination game in the world's largest sporting event....or some tidbits on where to find the prettiest flowers?

If you bet on the watch party, you're dead wrong.

The World Cup Watch Party post drove just under 500 site visitors.

The Bluebonnet post drove 20,000 site visitors, caused Do512 to double their site traffic YoY, and drove more site traffic than any other Facebook post in the history of Do512.

There are several factors that cause this huge disparity, but the biggest of them is post type. World cup was posted as a photo with a bit.ly link. Bluebonnet was posted as a link-share with the automatically generated content card. This difference meant that even though the world cup post got 5X reach as the Bluebonnet post, it got less than 3% of the traffic.

This may seem obvious, since Facebook has pushed people to use its automatic link-share for over a year now, but there are still numerous examples of metros using images or text-based posts  to try and drive site traffic (cough cough Do206Do312Do415, and other metros I didn't have the time to check).

We're not saying that you should never post a photo. But if you can answer the question of "Do I in any way want this FB post to drive traffic back to my metro's site" with "Yes," then use a link-share over an image or text status update. Period.

Check out all your stats (social and otherwise) in the updated KPI report below:

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Tuesday, April 14, 2015

How You (and the network) Did Last Week - 4/13/15

Today's winner of the week will be a brief study in the importance of Facebook efficiency.

We'll use two of Do512's most viral posts as examples for this case study:

Post 1 - World Cup Watch Party:
  • Broke Do512's record for highest reach of a single post with over 1.3 million organic reach
  • Accrued 2,251 likes, 87 comments, and 134 shares
  • Touted a massive free outdoor watch party to see USA take on Belgium in the World Cup
Post 2 - Bluebonnet Photo Tip:
  • Racked up 261,120 in organic reach
  • Broke Do512's record for highest number of shares with 1,125 organic shares, along with piling up 2,402 likes and 272 comments
  • Clued in people to a good spot to take photos in a field of bluebonnets
So with those facts, which would you wager drove more traffic to Do512 - a massive watch party for USA's elimination game in the world's largest sporting event....or some tidbits on where to find the prettiest flowers?

If you bet on the watch party, you're dead wrong.

The World Cup Watch Party post drove just under 500 site visitors.

The Bluebonnet post drove 20,000 site visitors, caused Do512 to double their site traffic YoY, and drove more site traffic than any other Facebook post in the history of Do512.

There are several factors that cause this huge disparity, but the biggest of them is post type. World cup was posted as a photo with a bit.ly link. Bluebonnet was posted as a link-share with the automatically generated content card. This difference meant that even though the world cup post got 5X reach as the Bluebonnet post, it got less than 3% of the traffic.

This may seem obvious, since Facebook has pushed people to use its automatic link-share for over a year now, but there are still numerous examples of metros using images or text-based posts  to try and drive site traffic (cough cough Do206Do312Do415, and other metros I didn't have the time to check).

We're not saying that you should never post a photo. But if you can answer the question of "Do I in any way want this FB post to drive traffic back to my metro's site" with "Yes," then use a link-share over an image or text status update. Period.

Check out all your stats (social and otherwise) in the updated KPI report below:

No comments:

Post a Comment

Thoughts to share? DO!