During this final week of MMC5006 – Intro to Multimedia Communications, we have focused our discussion on Analytics. The aim of this week’s assignment is to analyze the Facebook analytical report of a real company. In order to maintain the anonymity of this company it will be referred to as XYZ Company throughout this post. In addition, it is important to note that the information presented is for academic purposes only.
Background: XYZ Company is a heating and cooling company (HVAC) and in Western Massachusetts. They provide installations, maintenance and repair. In addition to this Facebook page, XYZ Company has a website, Twitter account, Yelp page and Google+ page. This is a recently launched small business so all of these channels are being fine-tuned as this is pretty much a husband/wife team. Facebook is one of the primary ways they are advertising in addition to sending direct mail to a 30 mile radius. They do not have an email database yet.
**NOTE. I would like to begin by apologizing for the quality of the embedded screenshots, however if you click on them they will open in a new window and are much clearer.**
The first screenshot shows the Overview Page of the analytic report from the XYZ Company Facebook account from Wednesday 11 March 2015 to Tuesday 17 March 2015. That being said, we will look at activity over the past 60-days. As per the headings, “Overview”, “Likes”, “Reach”, “Visits”, “Posts”, and “People”, I will start by identifying some key findings from each. I will follow this up by making recommendations for improvements on their present use of Facebook, and how these could potentially integrated or amplified using other channels. Then I will conclude by identifying potential future campaigns or initiatives, and how these could be conducted using both offline and online methods.
The start with, you can clearly see that there are positive increases across the board in Page Likes, Post Reach and Engagement compared to the previous week, however all are quite minor. The important trend to notice is the spike in activity near the start of the reporting period – 11/12 March 2015. We will look specifically at this activity further on in the report.
This screenshot shows an overall positive increase in total Page Likes over the past two-months. It should also be noted the two periods of plateau with two jumps: End January 2015 and the start of this reporting period 12 March 2015.
The second part of the Net Likes screenshot, shows the exact dates of the two major Page Like spikes in activity: 22/23 January 2015 and 11/12 March 2015. It should also be noted that these are described as Paid Likes as they are associated with the advertising that was in process at this time. This will become an important piece of information when we discuss the specific posts.
Post Reach shows the number of people that the paid advertisement post was served to. I would like to start by noting the dates of four major post reach spikes: 1 February 2015, 24 February 2015, 5 March 2015 and 12 March 2015.
Even though there was a small spike, I was surprised to not see 23/24 January 2015 as similarly high as the 11/12 March 2015, since we have already identified that both of these dates had equally high Page Like spikes. What this tells me is that the Paid Ad associated with 22/23 January 2015 was incredibly effective because even though it was served to less people, it had the same number of Likes.
It could also be said that the Paid Ads Associated with 1 February 2015, 24 February 2015, 5 March 2015 were potentially not very effective as they took place during a significant plateau of Page Likes.
The following screenshot shows the comments and shares associated with the Post Reach. We should note that there is a spike in comments and shares surrounding the 11/12 March 2015 paid post.
The following screenshot reinforces my premise about the effectiveness of the Paid Ad associated with 22/23 January 2015. Even though there were Page Visit spikes during all of the previously mentioned dates, we can see that Page Visits tripled on 22/23 January 2015, compared to the other spikes. Again there were Page Visit spikes associated 1 February 2015, 24 February 2015, 5 March 2015 Paid Ads, so that indicates that the ads encouraged visitors to the Facebook Page, but they were not interested enough to like the post.
The following is a list of posts from End 2014 until this reporting period. Based upon the trends identified earlier, it appears that visitors to XYZ Company’s Facebook Page are interested in information about the effectiveness of the different HVAC units and offers of service. In addition, not even a contest was not able to provide the same level of interest to page visitors.
The common theme that the posts with the highest Likes, Comments and Shares had was that they were personal. They were posts that use language like “Your House” and “Your Heating System”.
The following screen shot shows that the majority of visitors to the XYZ Company Facebook Page are between the ages of 25 to 64, are an even Male/Female Split, English speaking and concentrated in the Springfield MA area. This tells me that they are reaching their target audience – Employed Homeowners within a 60 minute drive from Springfield MA.
My primary recommendation would be to continue the use of Facebook Paid Ads and focus on offers of service, especially those that are timely and personal. In addition, I would ensure that XYZ Company’s Twitter Feed is using the same type of language that has been identified as effective: “Your House” and “Your Heating System”. In addition, perhaps using a personal hashtag to link the activity on Facebook and Twitter.
In the future, XYZ Company should be looking to have posts that address the humidity of the Spring/Fall (Dehumidifiers) and the heat of the summer (Cooling/AC systems). With the same informative posts on how the services and systems installed by XYZ Company can increase the living comfort of homes in the Springfield MA area. Because of the localized area of service, perhaps they could look at conducting an email campaign or Groupon offer for duct cleaning in the Spring and Fall.