Facebook Case StudyNixle post vs. Picture post
Saturday, March 16, 13
Background
On February 7th @ 11:52 hrs an armed robbery occurred in Redwood City.
3 suspects entered a residence and held a 79 year old woman at gunpoint.
One suspect was arrested at the scene, two suspects outstanding.
Saturday, March 16, 13
Background
Police identified the two outstanding suspects.
Police issued a press release via Nixle on February 19th @ 2:16pm with a photo of the adult male suspect.
The press release was posted to Facebook as a Nixle post.
At 5:33pm the suspect’s picture was posted to Facebook.
Saturday, March 16, 13
Nixle post to Facebook
Saturday, March 16, 13
Total Outreach613
Organic (liked views) 594Viral (friend views) 19
Engaged Users78
18 Link Clicks
Saturday, March 16, 13
Talking About23
15 Likes14 Comments
3 Shares
Saturday, March 16, 13
Virality3.75%
% of people who created a story from the post out of unique people who saw the post
Saturday, March 16, 13
Picture post to Facebook
Saturday, March 16, 13
Total Outreach3863
Organic (liked views) 710Viral (friend views) 3222
Engaged Users1720 - 954 uniques stories
1966 Link ClicksSaturday, March 16, 13
Talking About628
402 Likes401 Comments
151 Shares
Saturday, March 16, 13
Virality16.26%
% of people who created a story from the post out of unique people who saw the post
Saturday, March 16, 13
Summary
Saturday, March 16, 13
Nixle Post15 Likes
14 Comment3 Share
659 people saw this
Picture Post402 Likes
401 Comments151 Shares
3,987 people saw this
Saturday, March 16, 13
Analytics
Dates analyzed: 2/19/13 to 2/25/13
277 New likes to the page
13,269 people reached
717 unique people who created a story
3,659 unique people who saw story posted by friend
Saturday, March 16, 13
Facebook pictures
Facbook is a visual medium
People are drawn to click pictures
More engagement to pictures
Social Media in general is drawn to pictures
Saturday, March 16, 13
End
The two outstanding suspects were arrested on February 27th at the Mexican border.
Saturday, March 16, 13