Looking at the analytics provided to me from a company I am working with, I was able to pull some information to see what direction they should be going in.
Overall, the company is going in a great direction. There are quite a few likes and a large area of growth possible through Friends of Fans. There are also quite a few posts that had a higher virality percentage.
Starting on May 21st, the company got much more views and shares from the posts. So, what instigated that? Looking at the analytics, you can see that when wording was used as a call to action, there was a higher response rate.
Specifically when people were asked to “Join us” or “Join in”. Both of those posts on May 29 and May 28 received a high engagement rate, they had a high “reach” amount and had “people talking about this” on the higher side. The best post was on June 2, and a big part of the reason for virality is due to the fact that people want to connect with the fact that on June 2 it was National Cancer Survivors Day. People like connecting to things that they have experienced in their own life. People also like to seem altruistic and like to post and share items that promote that concept of themselves.
Seeing how many people have responded to the call to action posts, more posts on health and wellness would add to the overall theme of the business. By providing information on physical fitness and wellness, it would be a great public service as well as a way to find more customers. I would also suggest posting pictures on their website or blog page and then pinning the pictures directly from that page to the Pinterest page. This way when someone wants to take the time to link back, they can see what the blog or website page looks like. This is a technique that I think a lot of companies could utilize more in order to gain more followers and more views to their page.
Another way that I think this company could improve its ratings is by breaking down the language barrier. On the right there is a snapshot look at how many languages are being spoken. I think that adding a secondary Facebook page in Spanish with the same posts, just in Spanish may be useful. This way the company can reach out to a wider demographic. Taking a look at the graph below, you can see that Florida was the third largest state with a Hispanic population in 2011. If the company can reach out to this growing population they will increase their demographic and customer base.
By combining posting more call to action posts and developing a second page in Spanish, the company can grow its friends and fans and gain more notoriety in doing so. Another reason that reaching out and getting a bigger fan base may help is by gaining more emails for the bi-weekly newsletter. This can really help with a higher percentage of email opens since it will be a more concentrated group of people who sign up for the newsletter. As you can see by the above graph, there is a high number of deliveries, but not a high open rate. By opening up an opportunity for more people to sign up for the newsletter, they can gain more opens which will help them get more click throughs back to their website, Twitter, Pinterest and Facebook. Another thing they should be working on is linking their weekly newsletter into their Facebook and Twitter page so that it can be read on both social media platforms. By doing that, they can also try to gain more emails with a call to action.
The company will gain more likes and emails by doing all of these things. These will assist with them getting a better word of mouth reputation as well. In doing so, they can become a higher respected company when it comes to wellness. Realizing that marketing and outreach to people is never just a one step process, the whole concept can seem daunting. I always recommend making small changes so that people who are used to what you have been posting and the consistency of the posts don’t feel bombarded. A company wants to get more likes, not get rid of the ones they have. I think the consistency that this company has been posting with has been great and has helped them a lot. It can only help the company go farther.