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Jen EyerDirector of Community Engagement
Twitter: @jeneyer
Making the most of Facebook’s organic reach
MLive page growth: March 2013 - present• Following increased sixfold, from 26,000 to 155,000.• Growth almost entirely organic.
Post reach: March 2013 - present
Engagement: March 2013 - present
What happened?
COMPELLING CONTENT + ENGAGEMENT + BEST PRACTICES
Compelling content
• Posted twice as frequently
• Used multiple links to drive traffic to site
Compelling content
• Highly sharable images and graphics
• Engaging wording
Engagement
• Reader photo efforts kept conversation and engagement going between news posts.
• We started soliciting photos on Facebook.
• Companion post on site contained form for submitting photos.
• Readers began sending different types of photos.
• We posted them and renewed call for more each time.
• New galleries on website showcased them.
• Constantly on the lookout for new themes
How to: Reader photo galleries• Use Facebook page
to solicit. Link to post on the website.
• Once we get a few, begin a gallery in the post on the site.
• Use best photo to solicit again on FB, linking back to growing gallery.
• Keep adding to gallery/soliciting on FB until it has run its course.
Using best practices
• Engagement on reader photo posts climbed steadily.
• Engagement exploded on news posts, too.
• Storm post on Jan. 4: • 306 likes• 703 shares
• Storm post on Jan. 23: • 574 likes • 4,678 shares
Reach: Dec 2013 – Oct 2014
Growth begets growth
Facebook growth fuels website growth
• 207% growth YoY
Lessons learned
Lessons learned• Post more frequently during high-interest times.
Lessons learned• Post more frequently during high-interest times.• Phrase posts with compelling questions.
Lessons learned• Post more frequently during high-interest times.• Phrase posts with compelling questions.• Keep interest up with engagement posts.
Lessons learned• Post more frequently during high-interest times.• Phrase posts with compelling questions.• Keep interest up with engagement posts.• Always follow current best practices.
Lessons learned• Post more frequently during high-interest times.• Phrase posts with compelling questions.• Keep interest up with engagement posts.• Always follow current best practices.
