We decided to take a look a the top ten over-performing Facebook posts for LA-area organizations for the past week. “Over-performing,” for those not familiar with the term, means performing better than average for posts by a particular Page.
A post may overperform by generating ten likes and one share, if the average post by that particular page gets, say, five likes and no shares. Whereas a post with 100 likes, 35 comments and 13 shares may be considered to under-perform, if the page in question tends to post hyper-engaging content that typically generates more engagement.
So, this data is not intended to rank Facebook posts by their overall “quality” or “virality” (yikes – did we really just use that word?). One take-away that can be generalized from these posts is that their respective pages did something right, relative to the status quo for their post overall.
If you manage a page or are in any way involved with the social media presence for one of these organizations, you might get an idea what kind of material your audience finds engaging.
Right now, we’re tracking over 300 pages for organizations, invidivuals, public officials, and campaigns in the LA area. If you want to make sure your page is in the mix for future comparisons, simply email us at firstname.lastname@example.org or tweet at our chief overall thing-doer @newlinla.
And we’d be remiss to not give a shout-out to Crowdtangle, the tool we use to analyze pages & posts.
Without further ado, here are the posts that dominated the internet in the LA social justice world this past week, ranked by the factor by which they over-performed.
Post #1: Heal the Bay (Overperformed by 21.7x.) Inspiration + creativity FTW.
Post #2: Labor 411 (Overperformed by 19x). From the It’s About Time, You Others Better Get in Line dept.
Post #3: Center for Community Change (Overperformed by 13.7x). The post is doing great, so if you’re applying for this job, it looks like you’ve got some serious shoes to fill.
Post #4: Los Angeles LGBT Center (Overperformed by 12.0x). Celebrity + timeliness (the Oscars) + one of the most pressing issues in LA right now overall + how that issue affects the page’s key audience.
Post #5: Labor 411, again (Overperformed by 10.1x) Blatant injustice + a call to action.
Post #6: The California Endowment (Overperformed by 9.3x) Triumph over adversity = 100% inspiration (and a challenge to conventional wisdom).
(Note: we skipped the actual 6th-place post because it dealt with a very personal tragedy within an organization’s close-knit community.)
Post #7: Homeboy Industries (Oveperformed by 8.5x). Again, inspiration.
Post #8: Anti-Defamation League (Overperformed by 8.5x). Useful resources for Women’s History Month.
Post #9: Power my Learning (Overperformed by 7.8x). An infographic about reading that is, well, not easy to read. (Let’s talk about design ?)
Post #10: Youth Justice Coalition (Overperformed by 7.3x). Injustice + a compassionate call-to-action & a chance to help.
Overall, we think uplifting messages and inspiration won the week. By the way, our digital strategy clients can get access to our Crowdtangle dashboard for an even deeper look at Facebook content performance metrics. Feel free to say hi!