Wednesday, January 18, 2012

Facebook Radio Report Card 1/18/12

So what does Radio's overall Facebook Presence look like?

How are we using the social network?

What are we posting and what is working?

All of these are questions I'm sure everyone is asking as they decide how much effort and time Facebook is worth.  To get a picture I built a Facebook Page that only I can access and it is tracking 14 stations in Rock, CHR, Country, and AC formats to get a picture of what is posted each week and what the audience reaction in  Likes and Comments is.

Let's take a look at Wednesday 1/18/12 with an analysis taken around 10a Eastern.   The tracking on my Newsfeed here goes back to Sunday posts - so around 60 hours.   Here are some tracking facts:

  • There were 85 posts in the News Feed - that's an average of 6 posts per station in the roughly 2 day period - so maybe 3-4 posts a day on the average.  
  • Here is a rundown of the type of posts in the News Feed:
    • Station Liners - Plugs for contests, music features, etc - 27 or 32%
    • Questions - "Are you watching American Idol" etc - 12 or 14%
    • News/Info - Links to Videos, funny Pictures or News facts - 30 or 35%
    • Personality Posts - 'On my 2nd cup of Coffee need more'  - 8 or 9%
    • Music News - Posts on upcoming releases, artist news -- 8 or 9%
  • Top 5 reaction posts: 
    • Station Contest - Trip to Hawaii in LA - 152 Likes
    • News - Justin Bieber goes Brunette 155 Likes and 80 comments
    • News - Kholhe K's ex gets cheers at Lakers Game in LA - 436 Like
    • News - Pop bands logos in Heavy/Death Metal Fonts - 184 Like, 61 Comment, 38 Shares
    • Question - State wants to ban PJs in Public - 70 Likes and 185 Comments
I tried to pick stations that did a fair amount of postings and had big Like numbers.   The big markets like LA, NYC, Chicago, Atlanta, Miami, Boston, and Philly are there but there are some smaller markets like Madison and Grand Rapids.   I plan on adding to the panel now that we have a trial run out there and track more of the content.  Of course I can't track all the metrics that are available to the Admin users at the stations, but we can at least see the Likes, Comments and Shares to get a basic picture.  If you have any suggestions on stations to add or other types of posts to track let me know via email- or with comments below.  Thanks.

Overall when you just look at a News Feed of Radio Brands it's a strange mix of posts.  The biggest reactions here are mostly for News and Questions.  The Station Liners really didn't do much in likes or comments unless they were contests that forced the audience to Facebook to win.  The most reactions came from the active evening personalities and their posts with Questions and News/web bits.  Is there a real strategy here to focus on the types of posts that get reaction or are we just throwing posts out there?

The other fact here was the lack of interaction from the Personalities in their posts.  Once they put it up there they rarely came back in to keep the conversation going or react to the audience.  

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