How we reach 1m people with 1 post by UNICEF Mozambique

Step 1 – learn about your followers

Head over to your Facebook Page Insights, Click “Posts” and then “Export”

Step 1 – learn about your followers

Set the “DATA RANGE” for last 180 days, Set the “DATA TYPE” to Post leveldata, click “Download”

Step 1 – learn about your followers

Open the Excel file, and lets study your top 5 posts. Choose the “Sort & Filter”option, and select “Custom Sort”, Set the Column option to “Lifetime Post TotalReach” and the Order to “Largest to Smallest”

Step 1 – learn about your followers

You will now have the top posts on top by “total reach”, you should alsoanalyze the top 5 by “Total Engaged Users” (Column P), and the “Lifetime Post reach by people who like your Page” (Column X), they usual arethe same.

On the second column from the left “Permalink” copy that link of the top 5to your browser and lets analyze what your followers liked.

Step 1 – learn about your followers

Study the trends: Length of text, Type of language, and Most important thephoto type and time you posted. We found that embedding the text and highlighting the action you want them to take was on all of our top posts, also saw that high contrast photo and short text (<500chars) and Portuguese was a common trend on them.

Step 2 – research online, follow key blogs

Besides your own trends and followers, you should aim to learn about theonline social media community who provide free reports on a weekly basis: So join and read Socialbakers.com, blog.hubspot.com, Allfacebook.com, socialmediaexaminer.com, etc.

We learned from them how our brain process information on a photo 60,000times faster than simple text, and that emebedding the action on the photoresults in 5x more shares (we value shares more, followed by comments, andat last likes)…

Step 3 – combined research and your followers

Combining the two pieces of information, and start crafting that killer post.We already have 3 posts that surpassed 500,000 people reached. And we onlyhave 40,000 followers. And last month we got our first 1million with 1post.

Facebook: final thoughts

Facebook is all about learning, testing, and understanding your community.

Its not about

It’s all about:

Your page

Your community/followers

Your community/followers

Your page

For more information, please contactClaudio Fauvrellecfauvrelle@unicef.org

United Nations Children’s Fund1440, Zimbabwe AvenueP.O.Box 4713Maputo – MozambiqueTel:     +258-21 481 100Fax:    +258-21 491 679 www.unicef.org.mz

© United Nations Children’s FundJuly 2014