Yesterday, was bittersweet for me and the Facebook page I have been babysitting for the last month. I am happy to be moving on to a different challenge that might be related to more of my personal interests, but I feel somewhat responsible for all the time and joy I spent working on it.
I posted my very last attempt for the semester yesterday. It just two short video clips from some filming I have been doing for them recently, but they already seem to be on the way to outperforming any of my posts so far. The first video was a short interview clip with JoEllen, one of our heroic caregivers and has reached 104 in under 24 hours. The second was a one minute segment from a singing session at the memory activity class and has a reach of 97 and most of the views are longer and by original viewers.
This was my most successful post of the semester and it brought the greatest personal satisfaction. The Volunteer Spotlight posts gave me a chance to learn about each of our volunteers and give our Facebook friends an inside look at their hard work. It reached over 200 and continues to climb. Short video clips are the most appealing to our friends. A simple re-post from the national Alzheimer's society of seniors at play has blown all of my posts away and reached over 512.
In the beginning I thought that great pictures would be the simple key to unlocking a treasure trove of likes, but I learned quickly that was not the case. This was one of my earliest posts from an event I was very proud to attend. I thought seeing the founder in action would be attractive to our audience. However, it received some of the lowest viewership of the campaign. The audience was extremely critical with my page and the success or failure of a single posts. Generally, because they are such stressed out and desperate caregivers and people that feel at a loss, all they want is some uplifting inspiration. A high quality quote, on a fabulous picture was bar far the most consistent way to get likes and reach more eyeballs.
Testimonials from clients came in second for total reach. They love reading
heartfelt words and seeing beautiful things but I have been told it would be better
with some people involved in the photos.
Coming in a distant third were my library spotlight posts. I have to thank my friend Holly Vandre for letting me use her all semester as a model and inspiration for these items. I assumed that quality information like poetry or helpful education would draw likes. This taught me the audience knows what it wants and can generally be predicted if you really know what they are made of. As I took over some of the maintenance of this page from someone else, it has taken me a long time to simply get who I am trying to reach and that is the most important component. I thought I could outline their demographics, but I could never really know them until I better understood their plight and every post needs to be created with their needs in mind. All they want is a little hope.
It was a short semester and I still feel somewhat unsatisfied I haven't yet come up with the perfect post. As you can see from the pictures above my post reach spiked around the middle of the semester. That high spike is the activity video of just some great seniors having fun with noodles and balloons and it connected with almost everyone bringing in many original viewers. In six weeks, my overall reach as climbed moderately and in the end, the chart looks a little higher that when I began the adventure, though it could have been so much more. Just in the past month we had a reach of 4,263 which is up 67%, our post engagement is up over 55% and nearing 700 and video response is up 299% which was one of our worst categories. This is a trend I pray continues and then perhaps the total page likes will start increasing. I think i would benefit from using ads to boost the posts that have gained the best traction like the videos I posted yesterday. We had an increase of 25 likes and hopefully another volunteer will carry on the fight. Overall, I am most proud of the re-branding of the header for both Facebook and Twitter so they are consistent, fun and demonstrate what their program is about, which is smiles. There were plenty of smiles to go around this semester and I thank you all for joining me on the journey. Don't forget to like MEMORY MATTERS UTAH on Facebook :) Enjoy the rest of your summer everyone!
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