Often times Facebook likes, comments, and shares are given more weight than click-throughs when determining a post’s success or lack thereof. For those using a social media management system or specific analytics software, engagements are sometimes even explicitly defined as merely: likes + comments + shares. Unfortunately, in those cases, [...]
By MakalaArce • June 2, 2017
The idea for this blogpost came from Kevin Fonger’s comment on my recent blogpost, How often should we post on Facebook? He asked whether we had measured which post types performed best during our limited Facebook study. We actually measure post type metrics on a quarterly basis [...]
By MakalaArce • May 3, 2017
Whether an organization posts to its Facebook page once per month or once per hour, that post frequency will affect subsequent account engagement or lack thereof. What's the "right" frequency? It might be higher than you think. A subset of our Social and Digital Innovation team set up [...]
By MakalaArce • April 13, 2017
“What’s the ROI?” is a question social media advocates are often asked by those allocating resources. Can social media platforms truly drive bottom-line results? Preparing for September's first-ever international Healthcare and Social Media Summit in Australia provided us an opportunity to track and demonstrate the financial benefits of advertising on social [...]
By MakalaArce • October 29, 2015