Sim Wan Ru Amanda – Practical 5 – Social Media Analytics for the SMM Project

Using analytic tools of the insights of Facebook, below are my analysis report to measure our achievements, showing the analysis of a month before we took over and also after we have took over till the current time.

Analysis of data from a month before we implement strategies and take over their Facebook page. (1^st Jan to 14^th Jan)

The first chart shown above is the timeline of knowing which time period has the most traffic. Most of our users are active around noon and midnight. Due to this analysis, all of our posts are posted at 1230pm, whereby there will be the most traffic and our posts can be easily seen by users on Facebook.

As for the number of likes of the Facebook page, we forgot to take note of what was the original number of likes before we took over but as what is shown in the graph, it is obvious there is an increase in page likes from the date we took over the Facebook on 1^st February. Previously, when we ourselves liked the page, it has got 509 likes and know there’s 550 likes so this shows that we did help to increase the number of users for Between SG by telling our friends and spreading the news.

As what is shown above, it can be seen that after we took over from 1^st Feb, there was a drastic increase in the number of likes though at some dates, there was decrease in the number of likes but as compared to the number of likes gained it was minor thus I believe we still manage to gain more likes after we took over as compared to before whereby they didn’t have much likes except dates around 19-22 January, whereby they had an online event on #TaxiSelfie. As we all know, posts with events or gifts for users to have a chance of winning means the amount of viewers and likers will definitely be more than usual. In my opinion, we are gaining more likes is also because we are posting more frequently thus it does appear more on users’ newsfeeds and people do keep track our timeline to see if there’s any new post updated.

After we took over their Facebook page, we post more frequently as compared to previously. From once in a month to 4 days a week and the reaches for all of our posts are all organic, by our friends and other users that follows Between SG and not paid posts. There was definitely an increase which can be seen. The difference before 1^st Feb (average reach: 30-50, most reach: 100) and after 1^st Feb (average reach: 200, most reach: 400+) can be seen in the graphs.

The amount of likes, comments and shares also increased in a huge number as we ourselves shared to increase viewers to the page. We liked the posts ourselves as well as telling it to our friends to see if they are interested in the content we post. We didn’t really ask any of our friends to comment except albums whereby we want to get viewers feedback and voting. Talking about likes, I would like to state a point which I had observed. Due to having us posting on Monday, Wednesday, Friday, and Sunday, I realized on Fridays it always has the lowest number of likes and engagements. In my opinion, I think it is due to last day of work/school thus everyone tend to go out with their friends and so won’t be on social medias. So if we were to have a chance to choose dates to post, I would chose to post daily on Monday to Thursday and Sundays. So that I can gage if Tuesday and Thursdays are good days for posting and decide on final days of posting as I don’t think posting on Fridays is a good choice.

As shown in the graph above, there is definitely an increase in the amount of people visiting the page and the timeline too. This is definitely a good news as it means more people are focusing on the page and even the product. However, part of the visits might be due to our own group mates as we go to the page frequently to check on the progress of the page. In my opinion this is something we should lessen to get the more accurate rates. But other than that, there is still definitely a huge increment in the visits, traffic from 1^st Feb when we took over.

From the 3 statistic from above, I can conclude that the followers of our page has almost equal number of women and men though there is a slight more number of men as compared to women. However, having more men fans as compared to women, doesn’t mean that they will be the more engaged ones as the percentage of women getting engaged is 54% while the percentage of men getting engaging on the page is 43%. With this analysis, our group have to post content that will both attract women and men to maintain the engagement rates and traffic and not neglect any party. Normal posts are more attractive to ladies as it’s more on cute, in my opinion, but we also have a week on “guys week” to keep men users and followers and to let ladies know what a guy wants and needs, though we have not execute it, I believe it can help maintain the engagement rates for men on the page.

In addition, I think our group can get more engagement rates, visits, and likes if we hold a campaign. We had campaign ideas in the beginning but wasn’t success in executing it as we didn’t had enough resources and Ms Dora did say it was not really possible to get it done. Another factor that leads to us not executing it was that we had limited time. I would say one improvement we could make would be planning and preparing in advance and time manage it well so that we could execute it.