Dinica Quesada, Ohio Education Association, quesadad@ohea.org

Public Relations Increase awareness of specific OEA initiatives

Build / Reinforce OEA’s reputation as proactively working to improve schools and advocating for the right of every child to a high quality public education

Build / Reinforce public perception of OEA as the preeminent source on education issues

Enhance perception of the value of membership

Mobilization & Organizing Gain volunteers and activists — move members along a

continuum from a lack of awareness and care to higher and higher levels of awareness, understanding, and agreement, ultimately leading to activism and advocacy

http://www.facebook.com/OhioEducationAssociation

Likes or Fans – Total likes is simply the number of people who have liked your Facebook Page.

Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account.

Reach – The total number of people who have seen content associated with your Page.

Virality – The percent of people who saw a post from your Page through a friend’s sharing it.

People Talking About This – The number of unique users who have created a story about you or some of your content.

Engaged Users – The number of people who have clicked anywhere on your post.

Post – The type of post (text, photo, video, link, platform post, Questions).

OEA’s email subscriber list is approximately 30,000. Nonprofits the same size as OEA average 3,090 fans. OEA currently has more than 8,500 fans.

2012 Benchmarks Extra: Facebook by Ezra Billinkoff, Amy Peyrot, and Megan Yarbroughof M+R Strategic Services.

What these numbers show is that people are actively engaging with our page on a regular and consistent basis. We achieved this by following social media research and instituting best practices on factors we can control, such as type of post, day/time of post, tone of post, frequency of posts, and inclusion of certain words, phrases and characters.

AFFINITY SCOREAffinity Score means how "connected" a particular user is to the Edge. Facebook calculates affinity score by looking at explicit actions that users take, and factoring in 1) the strength of the action, 2) how close the person who took the action was to you, and 3) how long ago they took the action.

EDGE WEIGHTEach category of edges has a different default weight. This means, for instance, that comments are worth more than likes. Facebook also changes the edge weights to reflect which type of stories they think user will find most engaging. For example, photos and videos have a higher weight than links.

TIME DECAYAs a story gets older, it loses points because it's "old news.”

To increase your reach you have to play into the EdgeRank algorithm, and you can do that two ways:

1. Post rich content like photos, videos, and links. EdgeRank gives these higher value for news feeds.

2. Get people to engage with your content. The more often people interact with your page, the more often EdgeRank will show your content to them, thus increasing your reach. Your viral reach will also increase because with every like, comment, or share, your page’s content shows up in more people’s feeds.

Post tons of images. They get the most likes and shares. Photos also get a lot of comments, but text updates get slightly more.

Make posts either very short or very long, between 400 and 500 characters.

Posts with self-referential words, like “I” and “me” tend to get more likes.

Don’t be neutral. Positive and negative or provocative posts get more engagement.

Contra-competitive timing — posts published on Saturdays and Sundays receive a higher percentage of likes than those posted during the business week.

Content posted later in the day get more likes and shares — likes peak around 8PM EST, while shares peak around 6PM EST.

Deliberate pacing gets more attention.

Do a “Like” campaign.

Invest in Facebook ads.

• How to Get More Likes, Comments and Shares on Facebook: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#

• Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]:http://blogs.constantcontact.com/product-blogs/social-media-marketing/facebook-nonprofits-podcast/

• Your burning questions (& our answers) on Facebook metrics and strategy!:http://labs.mrss.com/your-burning-questions-our-answers-on-facebook-metrics-and-strategy/

• Social Media Tips on Pinterest:http://pinterest.com/dinicaq/social-media-tips/

• Zarrella’s Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas, Daniel Zarrella, http://tinyurl.com/nodbzkj

http://slidesha.re/11zpeUk