Facebook Case Study Background
I began working with the Brain Inflammation Collaborative in June 2023, tasked with overseeing their social media presence.
Initially, they had just 6 followers who were employees of the nonprofit organization.
The metrics reflect our progress after three months of managing their account…
Metric #1 Total Account Growth
Total social media growth refers to the percentage increase in followers over a specific period.
I concentrated on developing scientifically precise content that resonates with both the general public and medical experts.
Furthermore, my content emphasizes educating people about universal life issues. The outcome has been the following growth rate…
Client's Total Growth on Facebook
Total Growth (%)*
*Percent growth in the first 104 days
2,100%
Achieving a growth rate of 2,100% in a little over three months might seem astounding, but it’s essential to note that we began with only 6 followers. The percentage increase is particularly significant when starting from such a small number.
However, building an audience from just 1 follower is undeniably difficult. It can take several months to reach 1,000 people with your posts when you’re starting with a brand new account.
Metric #2 Growth Rate Month-Over-Month
Let’s convert the data into a monthly growth rate and then compare our client’s Facebook growth rate with the success rates promoted by competitors.
Client's Monthly Growth Rate on Facebook
Client's Growth MoM (%)*
*Average percent growth month-over-month
605%
Average Monthly Growth Rate on Facebook
Competitor's Growth MoM (%)*
7.91%
Metric #3 Engagement Rate
The social media engagement rate measures the level of interaction, including likes, comments, shares, and clicks, that content receives on social media platforms. This metric is crucial because it indicates how effectively your audience is engaging with your content.
A higher engagement rate usually indicates that your content is striking a chord with your audience.
Client's Engagement Rate on Facebook
Our Engagement Rate Per Impression (%)
*Engagement rate between July 1 and Sep 30, 2023
4.37%
Average Facebook Engagement Rate
Average Engagement Rate Per Impression (%)
0.15%
Metric #4 Profile Reach
Profile reach on social media signifies the total number of distinct users who have seen your profile or content. This metric is crucial as it mirrors your online presence and the chance for audience interaction.
Social media platforms enable quick reach through viral content and shares, leading to rapid audience growth. This stands in contrast to the slow and competitive process of SEO, where websites are optimized to achieve higher rankings in search engine results.
Profile Reach
*Profile reach = unique profile views between July 1 and Sep 30, 2023. The account started with only 1 follower in late June 2023
5,436
Metric #5 Posting Frequency
Regular posting on Facebook is crucial for the growth of an account. It enhances visibility, keeps the audience engaged, and ensures a consistent online presence.
Posting frequently signals active involvement, attracts followers, and gains favor from algorithms, leading to broader content reach. This approach strengthens connections, broadens networking opportunities, and opens up more chances for engagement. Surprisingly, these positive outcomes were achieved by posting just 18 times a month, meeting the client’s specific request.
Number of Posts/Month (Avg)
*These numbers were achieved by only posting an average of 18 times per month.
18
Summary
Hiring a scientist for content targeting scientists and health professionals on Facebook is vital:
Credibility and Trust: Scientists lend credibility, ensuring accurate communication and building trust, vital for precision-focused professionals.
Technical Precision: They navigate technical nuances, delivering accurate and sound content crucial for professionals requiring precise information.
Relevance: Bridging research and application, scientists create content relevant to professionals, connecting theory with practical work.
Engagement: Scientists craft intellectually stimulating content, sparking meaningful discussions and resonating with professionals’ interests.
Networking: Leveraging personal networks, scientists bring unique insights and collaborations to the content, enhancing its depth.
Clear Communication: Scientists excel in simplifying complex ideas, ensuring clear understanding for professionals with varied expertise levels.”
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