Case study: Using Facebook Insights to boost engagement

Is Facebook doing your head in? Do you stare blankly at Facebook insights wondering what data you really need to take on board? I believe that nothing demonstrates results better than a case study, it’s great to see how another business has approached a common issue and whether they had great success or great failure, you will always walk away having learned something.

Below is a case study outlining one of our social media assessments in action, and how a couple of small changes increased the reach and engagement of a Community Facebook page – a lot.

Who engaged us?

Micro Galleries: Changing the World…in small and creative ways – A Not For Profit Art Initiative (find out more about Micro Galleries here)

What was the challenge?

After a hugely successful community-based event in Hong Kong, Micro Galleries were launching the project as a global initiative, starting with Australia. With minimal budget, Micro Galleries needed to use their network and existing marketing channels to build awareness and educate a new community about Micro Galleries.

What did we do?

Max & Buddy Consulting conducted an assessment of Micro Galleries social media activity. The purpose of this assessment was to identify how their social media marketing was performing and what changes, if any, were needed to help build their social media community and engagement.

How did we do it?

The first step in the process was to access Micro Galleries Facebook insights. A full analysis of their post activity including engagement, actions, post type, time of posting and reach was assessed. Then we looked at the community profile, starting with the demographics around who was liking the page and what their behaviour was, such as differences in the profile of someone who liked the page versus those who actually engaged with the content. Next we investigated the optimal time of day and day of week the Facebook community was most active and assessed this against the information we uncovered as to when Micro Galleries were actually posting. This information allowed us to identify if Micro Galleries were posting content at the same time their community was active – vital information to maximize engagement. Finally we looked at the external referrer data, which tells you the number of times people come to your page from sources other than Facebook, such as your website. This is vital in helping you assess the performance of your website for driving traffic to Facebook.

What did we uncover?

We uncovered some anomalies around the time of day Micro Galleries were posting and when their social media community was active – a simple fix which has resulted in a massive 187% increase in post reach and 535% increase in engagement. We also recognized that the profile of the people liking the page was slightly different to those engaging with the content, an insight that allowed Micro Galleries to amend their tone and language for different posts – depending on who they were trying to appeal to. Finally we saw that the Micro Galleries website was showing potential for external referrers, so a recommendation was made that Micro Galleries include a more obvious link to their Facebook page from the website.

How long did it take?

The social media assessment took around 8 hours to complete and was presented to Micro Galleries in an easy to read report format.

What did the client say?

“Social media is increasingly becoming an artists’ most valuable communication tool. It is proving more and more vital that artists and arts events understand and utilise social media in effective ways. Max & Buddy took the burden of having to spend weeks understanding how best we could use social media to communicate with our Micro Galleries community and presented us with a document that was clear, easy to follow and understand. They assessed our current usage through the framework of a grass-roots arts organization and public art project, and understood our time and resource restrictions.  The results have been mind-blowing. Activity and reach has increased beyond any of our expectations.” Kat Roma Greer

Would your business benefit from a social media assessment? To find out more, or speak to Max & Buddy Consulting, go here.

Image Credits: Teresa Schebiella

About Zena Churchill

Zena Churchill is a Director at Max & Buddy Consulting. She has worked in senior level business roles across national and multinational corporations, as well as being a small business owner. Zena is a strategic thinker and brings a practical, straight-forward approach to marketing and social media. She has a passion for training & development running practical business workshops for small business. Zena is a Certified Practising Marketer (AMI), sometimes tutors in Marketing at the University of Wollongong and is a Senior Consultant with Trinity P3.

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