Facebook: Insights into Bob’s Truck
When I met with a strategist from Facebook last week, he took one look at our main page and said, “You need more photos.”
“How many more is more?”
“I’d say at least fifty percent,” he said.
“Oh. Wow. Oops.”
So last night I did a little number crunching. Actually, I did a lot of number crunching. Four hours of spreadsheet-diving, formula-making hardcore analysis of all of our posts from 01/16-14/16 of this year. And you know what posts get the most engagement by a longshot?
(pause for obvious answer)
Photos.
Our highest engagement activity was in March when I posted “Bob’s Truck.”
1766 likes, 107 comments, 225 shares. It also had a very high level of viral impressions, even though the initial reach wasn’t that high.
Our community just went crazy for it. And it makes sense. Not only is it a heartwarming story, it’s a big, beautiful image that shows exactly what our school, our brand, our fans… what Michigan stands for.
Here are some of my favorite comments:
And it’s not just Bob’s Truck. Every time we post a photo, we get high positive and low negative engagement. Plus, as the strategist from Facebook put it, it makes our page look more like a magazine.
So I’ve changed our strategy: 50% photos, 40% video and conversation starters, 10% links. I’ll keep you in the loop.
