Facebook Case StudyNixle post vs. Picture post

Saturday, March 16, 13

Background

On February 7th @ 11:52 hrs an armed robbery occurred in Redwood City.

3 suspects entered a residence and held a 79 year old woman at gunpoint.

One suspect was arrested at the scene, two suspects outstanding.

Saturday, March 16, 13

Background

Police identified the two outstanding suspects.

Police issued a press release via Nixle on February 19th @ 2:16pm with a photo of the adult male suspect.

The press release was posted to Facebook as a Nixle post.

At 5:33pm the suspect’s picture was posted to Facebook.

Saturday, March 16, 13

Nixle post to Facebook

Saturday, March 16, 13

Total Outreach613

Organic (liked views) 594Viral (friend views) 19

Engaged Users78

18 Link Clicks

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Talking About23

15 Likes14 Comments

3 Shares

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Virality3.75%

% of people who created a story from the post out of unique people who saw the post

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Picture post to Facebook

Saturday, March 16, 13

Total Outreach3863

Organic (liked views) 710Viral (friend views) 3222

Engaged Users1720 - 954 uniques stories

1966 Link ClicksSaturday, March 16, 13

Talking About628

402 Likes401 Comments

151 Shares

Saturday, March 16, 13

Virality16.26%

% of people who created a story from the post out of unique people who saw the post

Saturday, March 16, 13

Summary

Saturday, March 16, 13

Nixle Post15 Likes

14 Comment3 Share

659 people saw this

Picture Post402 Likes

401 Comments151 Shares

3,987 people saw this

Saturday, March 16, 13

Analytics

Dates analyzed: 2/19/13 to 2/25/13

277 New likes to the page

13,269 people reached

717 unique people who created a story

3,659 unique people who saw story posted by friend

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Facebook pictures

Facbook is a visual medium

People are drawn to click pictures

More engagement to pictures

Social Media in general is drawn to pictures

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End

The two outstanding suspects were arrested on February 27th at the Mexican border.

Saturday, March 16, 13