To enable journalists to better utilize Facebook in their distribution, reporting and storytelling, we conducted a study looking at how people were engaging with Journalist Pages on Facebook. We hope that the findings, which focus on post dynamics, engagement and activity, will provide journalists with some best practices and insights on optimizing their engagement and distribution on Facebook to better reach their audiences.
We’ve also conducted research on how users are engaging with news organizations on Facebook and will be releasing the findings in the coming weeks. We hope that this serves as guide, but also a spark, for conversations about best practices in using Facebook as a journalist.
Starting the conversation: Posts that include a question or call to action from the journalist received the highest amount of feedback.
Personal analysis is effective: Posts that included the journalist’s analysis and personal reflections had 20% more referral clicks than that of an average post.
Images work: Photos received 50% more likes than non-photo posts, and journalists who shared links that included a thumbnail image in the link preview received 65% more likes and 50% more comments than posts that did not include images.
Post Dynamics & Engagement
Inclusion of Questions and Calls to Action: While posts that included a question only accounted for 10% of the posts sampled on Journalist Pages, posts with questions received 2X more comments and 64% more feedback overall than an average post. The top posting styles:
Posts that asked questions or sought user input: +64%
Call to read or take a closer look: +37%
Personal reflections or behind-the-scenes posts: +25%
Posts with catchy/clever language or tone: +18%
Post length: On average, meaty posts from journalists get more feedback via comments and likes. The analysis showed that 4-line postings received a 30% increase in feedback over average posts and 5-line postings showed a 60% increase in feedback over average posts. However, 1-line posts show the greatest fluctuation, receiving the highest maximum feedback observed, at 15X higher than the average post. 5-line posts were a close second, showing a maximum of around 10X the average post. For journalists posting teasers for links or status updates on their Pages, this means both short and long posts can yield results but meatier posts on average generate more feedback overall.
Photos: Readers respond well to photos on Journalist Pages. Though uploaded Photos accounted for only 10% of the posts to Journalist Pages, they received 50% more likes than non-photo posts.
Links with Thumbnail Images: Links that include an image thumbnail in the link preview get more engagement on average. Journalists who shared links that included a thumbnail image in the link preview on their Page Wall saw a 65% increase in likes and 50% increase in comments on those posts.
Story Type & Daily Activity
Engagement by Story Type: Posts about education, politics and behind-the-scenes insights & analysis from journalists received a higher amount of feedback on average. Education posts got 2X more likes, politics received both 1.7X more likes and 1.6X more comments, and a journalist sharing their thoughts had 1.4X more likes.
Referral Clicks & Story Type: International news stories had 70% more referral clicks than that of an average post (ex. “For 60 years, Pakistan’s military has focused obsessively on its rivalry with India. Large elements within that military appear to be switching obsessions...” - Fareed Zakaria, CNN). Stories about politics received 60% more referral clicks (ex. “I’m sitting down with President Obama tomorrow for an exclusive interview – click below and tell me what you think I should ask.” – George Stephanopoulos, ABC). Posts that included the journalist’s analysis or personal reflections received 20% more referral clicks than an average post (ex. “For all of you high school students accepted into college – congratulations, but think about deferring for a year and taking a ‘gap year’ – I did…” - Nicholas Kristof, The New York Times).
Daily Feedback and Referral Clicks: Journalists received the highest amount of feedback later in the week. Thursday, Friday, Saturday and Sunday had the highest amount of feedback -- with Sunday receiving the highest amount of feedback at 25% more likes and 8% more comments above average. Referral clicks were above average Wednesday, Thursday and Saturday -- with links getting 85% more clicks on Saturday and 37% more on Wednesday than an average post.
Hourly Feedback: Readers are active throughout the day. Feedback spikes occurred on Journalist Pages at the start of the day (7 a.m. & 8 a.m. showing a 30-40% increase); late in the morning (10 a.m. ET received 40% increase in feedback); later in the workday (4 & 5 p.m. ET showing 40% and 100% increases); and on into the evening hours (12 a.m. ET getting 30% increase and 2 a.m. ET getting 20% increase).
Originally posted on Facebook by Facebook + Journalists on Thursday, July 14, 2011 at 1:59am
By Vadim Lavrusik, Journalist Program Manager & Betsy Cameron, Data AnalystAdd a comment
So you have a food blog, and you're on the way of marking your name in the internet world as the prominent food blogger. Or you just love to share your experience with recipes and the adventure you have on food tasting? Either way you could be benefited by a good internet visibility, this meant you should be doing Search Engine Optimization or "SEO" for short.
If you haven't already doing it, SEO for you could be simplified down into this: "Getting ranked well at Google search".
With its strong establishment as a number one search engine on the internet over the past years, Google searches has becoming the major tools people are using to find information, and those sites Google includes in its search result more less are considered authoritative on the subject it covered.
A June 2009 report from ComScore states that Google holds the winner of 2009 US core search ranking with 65% share, while Yahoo following not very closely on 20%; almost one third.
While a couple of us from way back might still insist of using Yahoo, and couple of the late internet users might prefers Microsoft since it's the default search engine for their browser, but to the most of the internet users, Google is the one; and their users is increasing fast, giving Google the right of information domination. Hence why, to target the most population on the internet in these days, you have to perform well on Google search; because that's where the crowd gathers.
Furthermore, with internet being used by almost 30% of the world population in 2010, according to Internet World Stats, then there's no doubt that the wall dividing internet users and real world dwellers are becoming thinner and thinner. Though the majority of the population is not connected yet, we could be pretty sure that most of the modern age businesses, communities that made difference, and the public influencing people already are. It makes internet the ideal ground for growing authority, spread the news, and acquiring international presence with considerably small amount of budget.
This is why SEO (Search Engine Optimization) has quickly becoming a necessity for mass and international targeting businesses, and AdWords is the most used paid SEM (Search Engine Marketing) to promote businesses. Because if you don't do so, your competition is/will and leaving you behind.
Now let's dwell a bit deeper into the world of SEO, to review the most important factor in determining SEO success: Google rank.
A high Google rank will make your website appear immediately on Google search result for related topics;a link shown as the first rank on the first page of a Google search result will gets about 45% of the traffic, according to one SEOmad's article. The second gets almost 30% of the traffic, and the rest's share decreases dramatically. Needless to say, the links shown on the page #2 and so on gather even lesser percentage of traffic.
Let's face it, unless you're on a specific journey or on a surveying mission, page one search is enough.
Another research from Chitika.com however, has shown a lower percentage figure for each of the position, but they very much represent the same composition of click distribution among the high ranks.
As an illustration of this percentage figures, so if there are 1,000,000 people searching for a particular keywords, the #1 link will have about 450,000 visits to his website. With the healthy conversion rate of 4%, it means there will be about 18,000 request made about their service/product/information on that particular keywords alone. Now imagine what will happen to your business if you have two, or three pages on your website that rank #1 on Google searches; you could practically run your business on internet leads alone, and without having to have a real world office building at all. A lot of businesses targeting modern countries had succeed on this model of online business.
And this is why the competition of becoming the #1 rank on Google search has becoming fierce lately, as internet based businesses need to have a healthy amount of visitors to generate revenue, while more and more businesses are becoming aware of the SEO importance to their business, making more people are fighting for the place of the #1 rank.
Would food blogs gain advantage over a good Google search result? Surely. First of all your food blog will becoming more visible to your audience, enabling you to reach your intended audience faster and easier.
You could take advantage of the high traffic by participating in a affiliate marketing programs to gain you financial benefits, or you could become the authoritative figure on your favorite food matters; or even achieve the celebrity food blogger status. Whatever your goal is, high visibility is a great catalyst for you toward achieving your targets.
Next part of the article: How to Improve your Food Blog ranks? (to be continued)
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