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Tag: socialbakers

  • Doing This Will Make Your Facebook Marketing More Cost Effective

    Doing This Will Make Your Facebook Marketing More Cost Effective

    When you promote a Facebook post, do you do so to people who have already liked your Page or to people who have yet to do so? Some mix of the two? You might be interested to know that unless your ultimate goal is just to get more Facebook fans, you’re probably better off promoting to people who have already liked your Page.

    When you promote posts on Facebook, are you largely promoting to fans non-fans, or a combination? Let us know in the comments.

    According to new research from Socialbakers, marketers on Facebook are getting a lot more bang for their buck when they promote posts to fans instead of non-fans.

    This isn’t exactly surprising, but it’s worth looking at just how much of a difference it makes.

    Screen shot 2015-07-22 at 4.40.48 PM

    “At each turn, ads targeted to Fans outperformed those targeted only to non-Fans,” says Socialbakers social media analyst Phillip Ross. “They cost roughly the same per impression, but engagement metrics like cost-per-click and click-through rate make it clear just how much more valuable Fan targeting really is.”

    “While targeting some ads to non-Fans will always be necessary for expanding your audience, promoting engaging content to Fans remains the most valuable action for Facebook marketers,” he adds.

    Earlier this month, Facebook redefined how it calculates cost-per-click. From now on, CPC will only account for what Facebook calls “link clicks,” which are clicks related to certain ad objectives like: visiting another site, installing an app, or viewing a video on another site. This also includes call-to-action clicks and clicks to Facebook Canvas apps. It will no longer account for what Facebook refers to as “engagement clicks,” which include likes, shares, and comments.

    Facebook is also ramping up its video efforts, which stand to give advertisers as well as those looking to boost organic Facebook marketing new opportunities and a better alternative to YouTube.

    Facebook announced a couple of updates aimed at giving Pages more control over how their videos are organized and shared. These include improved upload tools and a new Video Library feature.

    “Page owners now have access to enhanced control and customization features when uploading videos, like the ability to set an expiration date or to add a custom thumbnail for a video,” a spokesperson for the company tells WebProNews in an email. “We’re also introducing a suite of new distribution options, like secret videos and the ability to prohibit embeds on third-party sites.”

    Secret videos enable Page owners to upload videos that are only accessible via a direct URL, keeping them from being searchable or otherwise found on Facebook. This brings Facebook’s video product more in line with YouTube’s offering.

    Page owners can also restrict the audience of a video by age and gender. They could already do so by location and language. They can set an expiration data for a video and retain its insights even after it has been removed. They can also publish videos directly to the Videos tab on their Page without distributing it to the News Feed or Timeline.

    There are some new customization options as well, including the ability to add custom thumbnails by using your own image or a suggested thumbnail and the ability to label videos based on interest categories.

    “The new Video Library enables Page owners to easily organize and update their videos. Changes can be made on a per-video basis, or in bulk,” the spokesperson says.

    The Library feature lets you edit a video’s metadata (including subtitles and thumbnails) after upload, manage distribution options, search and filter videos by title, description, etc., and view and manage secret videos.

    All of this will become available to all Pages over the coming weeks.

    Facebook also announced a new Video Ad Creative spotlight aimed at helping you learn how to create better Facebook video ads.

    The company is also offering new interesting 360 video options, which YouTube also just announced this week. It’s clear that Facebook and YouTube are in hot competition for your ad dollars as well as your organic efforts.

    Facebook flat out tells people who post YouTube videos that they’ll have a better chance of increased reach in the News Feed if they use native Facebook videos.

    Is Facebook becoming a better video advertising option than YouTube in your opinion? Share your thoughts in the comments.

    Image via Socialbakers

  • Guess Where The U.S. Ranks For Social Media Customer Care

    It’s no secret that businesses have a long way to go to improve their customer service efforts on social media, but a new report from SocialBakers shows that companies in the United States are absolutely terrible at this compared to those of other countries.

    The U.S. is near the bottom of the list for customer care on both Twitter and Facebook. For Twitter, we ranked 33 out of 37. For Facebook, we tied with India for last.

    Here’s what the response rates look like for the countries tracked:

    socdev-countries

    “The US ranked 33rd out of the 37 countries, with US brands responding to only 18% of customer questions,” says Evan James, head of North American marketing at SocialBakers of the Twitter rankings. “Compare this to the average global Question Response Rate (QRR) of 30%. Of course, some US brands are providing great customer care on Twitter. A couple of examples are T-Mobile, whose @TMobileHelp handle received nearly 11,000 questions and responded to 75% of them, and Nike’s local branches (@NikeSF, @NikeBoston, @NikeSeattle, etc.), which maintained QRRs anywhere between 76% and 84%. But many major companies, like Domino’s Pizza (@Dominos) and Walmart (@Walmart), had low QRRs on Twitter: only 13%, and 18% respectively.”

    “The US ranked 23rd out of the 24 countries — beating only India in our rankings,” he says of the Facebook rankings. “US brands had a response rate of 59%, compared to the average of 74% for all brands globally. US brands on Facebook with poor customer care included Nationwide Insurance, Wendy’s, and Samsung Mobile USA with response rates of 7%, 20%, and 18% respectively. Brands on Facebook with great customer care included many telecom companies — like Sprint with a QRR of 84% , T-Mobile (87%), AT&T (68%), and Verizon Wireless (72%).”

    Businesses are generally falling behind on consumer expectations when it comes to social media. We recently looked at a Northridge Group study finding that consumers are basically using social media as a last resort for customer support, with twenty-six percent turning to these channels when they can’t reach a rep through another channel.

    Another survey from Lithium Technologies found that 42% of business leaders claim that consumers shame them on social media. 82% of these executives, who are VP level and higher, say their customers have higher expectations compared to three years ago, and 60% say it’s hard to please them.

    Images via Thinkstock, Socialbakers

  • Periscope Gaining More Traction Than Meerkat on Twitter

    Since SXSW, much has been made about the competition between Meerkat and Periscope, the two new social live video streaming offerings. The the latter comes directly from Twitter, as the company acquired it before launch.

    Which one is gaining more ground? Well, if new data from Socialbakers is any indication, the edge has gone to Twitter’s own Periscope.

    “Content creators have seemingly switched over to Periscope in terms of the number of live streams they’re tweeting,” a spokesperson for the data provider tells WebProNews. “This data comes from tweets analyzed from our sample of 25,000 brand, celebrity, entertainment, and media company profiles. We determined Periscope and Meerkat live-streams based on the links in the tweets (We excluded certain extreme outliers that were posting a ton of live streams, but the trend is the same regardless.).”

    “Around March 26th when Periscope launched, these profiles began posting many more Periscope live streams and fewer Meerkat live streams on Twitter,” the spokesperson adds. “Now, the majority of live streams posted are Periscope ones.”

    The victor has hardly been decided just yet, however. Both Meerkat and Periscope launched as iOS apps without Android offerings, though that will soon change for both. Twitter said upon the launch of Periscope that an Android app was in the works, but didn’t provide a timeframe. Meerkat just announced a public beta for Android, so it’s at least getting there first, though it got to iOS first too, and that doesn’t seem to have made a huge difference.

    Engadget credits Twitter’s “clout and a better user experience” with helping propel Periscope ahead.

    Interestingly, Periscope hasn’t even been available a month yet, and it’s already getting takedown notices thanks to people live-streaming the Game of Thrones season premiere. This could be an ongoing problem for both apps.

    It may be too early to call Periscope the winner of this emerging space, but it is going to be hard to compete with Twitter on its own turf. If you haven’t tried out Periscope yet, and are thinking about doing so, read this to learn more about its ins and outs.

  • Should Photos Still Be Part of Your Facebook Strategy?

    Last month, SocialBakers shared some interesting findings about how different types of Facebook Page posts have been performing in terms of organic reach. Many were surprised to find that photos have become the least effective type of post in that regard, especially considering that a year before that, they were getting the most engagement.

    Have you found photos to be less effective for your own Page? Let us know in the comments.

    They looked at 4,445 Brand pages and more than 670,000 posts between October and February. Video was, by far, the best-performing type of post. This isn’t really a huge surprise given that Facebook has been talking about video growth so much, but the fact that photos were significantly lower than both statuses and links, is pretty interesting.

    Naturally, a lot of people have taken this to mean that photos just aren’t where it’s at anymore. OutboundEngine Director of Marketing Andrew Szatan and CEO Branndon Stewart have some thoughts about this mentality, which they shared with WebProNews.

    “This study isn’t surprising,” they said. “For some time now, Facebook has said that it intends to put increasing emphasis on video and this is evidence of that. While the study points to a meaningful trend for the social network, it’s still a little early to tell what this definitively means for brands. Based on the results of this study, the assumption that Facebook photos are ‘dead’ is greatly exaggerated. They still play a big role.”

    “For most businesses, the right move isn’t always to jump in and implement the ‘shiny new object’ — in this case, a newer feature on a social network,” the two added. “Those brands that have a dedicated social media team or an established visual presence should take advantage of this trend toward video to continue to provide compelling content to their fans, as it’s what they’ve come to expect. For smaller businesses that don’t have either of those things and that aren’t typically savvy when it comes to shooting high-quality, engaging videos, it doesn’t really make sense.”

    So how important are photos on Facebook these days? After all, based on the study, they’re not even performing as well as links or plain status updates.

    “Photos, like videos, are just another piece of the puzzle when it comes to having a well-balanced business page,” said Szatan and Stewart. “Facebook’s algorithm might now place an emphasis on original video, but that doesn’t mean it’s all you should post. Photos still have a great deal of importance for pages because of the ability to tag people in them. A good way into the News Feeds of other people is through their friends’ activity; photo tagging is a sure-fire way to do that. That being said, they’re still only part of the mix of content you should be posting to your page.”

    Organic reach is one thing, but when it comes to Sponsored Posts, photos must be favorable to a plain text status update, right?

    “Over the last few years, Facebook has become increasingly visual,” the two said. “Additionally, advertising itself is typically visual, so it’s safe to say that most sponsored posts should most likely include a photo. But that doesn’t necessarily mean that photos do better as sponsored posts. Let’s look at it in another way. Small business should use their brand pages as testing grounds. If a photo or another type of post does particularly well, then it should be considered for a sponsored post to increase reach and engagement. What’s more important here is that it’s not necessarily about the type of post — in this case, sponsored or organic post — but about the quality and relevance of the content.”

    A while back, Facebook said it would penalize photos with links in the captions as this had become a common tactic for trying to get more links in the News Feed. I personally still see some of this in my News Feed, so it’s unclear how much Facebook is really hurting these types of posts.

    Asked if they believe these types of photos have taken a hit, Szatan and Stewart said, “Not having anything other than personal observation to go on here, I would say that Facebook limited the amount of photos posted containing links. I tried this method for promoting new blog posts on our own page a little over a year ago and didn’t see any increase or decrease in post visibility or blog traffic. If this were a significant issue, it wasn’t on our radar.”

    On the decline in photo performance, Socialbakers itself said, “Because photos were the long-dominant post type, they are both the most common type of post and the most frequently promoted. That alone would be enough to make them less effective than they were at their peak, but coupled with the introduction of videos in Q3 2014, the decline in photo reach has been sudden.That all adds up to a lot of competition for decreasing space.”

    Here’s what the average fan reach for each type of post looks like:

    “The real growth point today is in videos,” it said. “While they are relatively more promoted than photos – 27% of all videos are promoted, compared to 17% of photos – there are so many more photos than videos that the new format is still far more effective at reaching audiences.”

    It won’t be surprising if the effectiveness of organically reaching the News Feed with videos declines after another year as saturation occurs there too. In January, Facebook said video was up 75% year-over-year, and SocialBakers found that brands were posting more Facebook videos than YouTube videos to Facebook, which was pretty much unthinkable a year before that.

    How important are photos to your Facebook strategy? Have you had to make some changes? Discuss.

    Images via SocialBakers

  • What Not To Do To Increase Facebook Organic Reach

    Want to know what not to do to increase your organic reach on Facebook? Don’t post a bunch of photos thinking that’s what the News Feed algorithm likes best. That may have been true in the past, but not anymore. Less than a year ago, research showed that photos were your best bet for getting engagement on Facebook. Nowadays, photos are apparently about your worst bet for attaining significant organic reach on a Page post.

    Have you found this to be true with your own page? Let us know in the comments.

    This is according to data from Socialbakers as reported by Business Insider, which says photos aren’t doing as well as videos, links, or even text-only posts. It says:

    The Socialbakers data, which covered 4,445 Brand pages and more than 670,000 posts between October 2014 and February 2015, shows that video is now the most effective way to reach users in the newsfeed, driving more than twice as much reach as photo posts.

    Photos had the lowest organic reach (the percentage of a page’s fans that see a post, without the page owner needing to pay for advertising to boost the post further) over the period, with only an average of 3 out of every 100 (3.7%) page fans seeing a photo post. On the other hand, videos garnered an average organic reach of 8.7%. Links and text-only (defined by Socialbakers as “status”) posts follow with organic reach average’s of 5.3% and 5.8% respectively (although their positions in the organic reach hierarchy were interchangeable over the fourth quarter of 2014…).

    Take a look at how the organic reach compares from format to format:

    And here’s the average fan reach for each type:

    “Because photos were the long-dominant post type, they are both the most common type of post and the most frequently promoted,” SocialBakers says in a blog post. “That alone would be enough to make them less effective than they were at their peak, but coupled with the introduction of videos in Q3 2014, the decline in photo reach has been sudden.That all adds up to a lot of competition for decreasing space.”

    “The real growth point today is in videos,” it adds. “While they are relatively more promoted than photos – 27% of all videos are promoted, compared to 17% of photos – there are so many more photos than videos that the new format is still far more effective at reaching audiences.”

    The firm also says that just looking at organic reach for brands’ Fans, not including non-Fans who also get post impressions, videos are still “much more effective than photos” with a 148% increase in reach.

    Data from SocialBakers from last April looked at three different sizes of Facebook Pages (1-99,999 fans, 100,000-999,999 fans, and 1,000,000+ fans), and found that photos saw the best engagement compared to links, statuses, and videos across all three. How things have changed.

    Last summer, Facebook announced a change to its News Feed algorithm, which would punish posts that were photos that linked to webpages in the caption. This had become a popular way for sites to try and drive traffic since photos, at the time, had a better chance of showing up in users’ News Feeds. This change could be directly related to the fall of the organic reach of photo posts. If nothing else, the announcement led to a lot less of these types of photo posts.

    Facebook has, of course, been talking up the popularity of its native videos. Last month, Facebook said video was up 75% year-over-year. SocialBakers also found that brands were posting more Facebook videos than YouTube videos to Facebook, which a year prior was nearly unthinkable.

    That report also found that in January 2014, Facebook was getting just over half of all video interactions, but in December, Facebook videos received over 80%.

    The amount of video from people and brands in News Feed has increased 3.6x globally year-over-year. Since June, Facebook has averaged over a billion video views a day, and on average, over 50% of people who come to Facebook ever y day in the U.S. watch at least one video daily. 76% of people in the U.S. say they tend to discover the videos they do watch on Facebook.

    Have you seen the performance of your photo posts drop off significantly? Have you seen an increase in the reach of other post types? Let us know in the comments.

    Note: This post has been updated to include additional information.

    Images via Facebook, SocialBakers

  • Look At How The Nature Of Twitter Brand Mentions Is Changing

    Consumers are increasingly engaging with brands from their mobile devices as opposed to their desktop computers. Specifically, they’re increasingly doing so with the Twitter iOS and Android apps.

    While the web browser continues beat Android in this area, Android is rapidly growing while the browser is on the decline.

    Socialbakers released some new data on this subject. Take a look at where brand mentions are coming from (as opposed to where they used to);

    “From a sweeping sample of 860 brands we’ve monitored since New Years Day 2012 (back when planking, Nyan Cat, and Rebecca Black’s immortal Friday were all things), we found that mobile mentions of brands have grown 7.6 times – even though their number of total monthly active users only grew 2.4 times,” says Phillkip Ross, a social media analyst at Socialbakers.

    “The implication is huge for brands,” he adds. “That means that Twitter users are increasingly leaning on mobile apps to both talk about brands and seek out customer service. And that means that content must increasingly be not just mobile-friendly, but mobile-native.”

    It’s good that Twitter is offering more of its own services from mobile devices, such as new targeting options (like targeting users with new devices) and mobile analytics.

    Images via Socialbakers

  • Instagram Destroys Twitter in Brand Engagement, Says Report

    Brands looking to cultivate a robust social media following should be putting a lot of their time into Instagram, according to recent data.

    Socialbakers says that brand engagement on Instagram is blowing Twitter out of the water. In fact, the average engagement per post for the top 25 most-engaged brands in 50 times greater on Instagram than it is on Twitter.

    “Instagram gives brands an outlet for creative storytelling and engagement with tight communities of people who share a passion for the the brands’ values,” says Socialbakers.

    In other words, if you’re likely to follow a company on Instagram, it’s more likely that you “share its values” and will therefore be more apt to participate with the company.

    This isn’t the first time that we’ve seen data to prove that engagement on Instagram soars above the rest. Earlier this year, a Forrester study showed that brands saw 58 times more engagement on Instagram than they did on Facebook and a whopping 120 times more than on Twitter.

    Instagram recently topped 300 million monthly active users, which puts it barely ahead of Twitter. Though some might not really care about this metric, it’s a pretty big deal to advertisers. More eyes plus more engagement per eye? That’s a big check mark in the Instagram column.

  • Is Your Facebook Response Rate Up To Snuff?

    As social media engagement on Facebook rises, response rates from brands are slipping. Brands are struggling to get their messages in front of users thanks to a decline in organic reach of Page posts, but are they responding to their customers when they actually need something? The stats suggest that they’re not doing it enough. Perhaps this should be a bigger area of focus for brands.

    Do you adequately respond to people on Facebook? Do you have trouble reaching other brands? Let us know in the comments.

    Earlier this year, eMarketer compiled some data from Sprout Social, reporting that social media response rates and times were dipping as user engagement “exploded”. User engagement, it found, was growing nine times faster than Facebook and Twitter combined. Things were even worse on Facebook than on Twitter.

    “How are brands keeping up? Results indicated they were not: Average brand response rates for both Twitter and Facebook dipped below 20% year over year, and response times increased from 10.9 hours to 11.3 hours,” the report said. “On Facebook, response times came in at 15 hours, on average, while Twitter was at 7.9 hours.”

    “The banking/finance industry was a shining star among sectors, answering 28% of users—the No. 1 response rate—typically in 10.0 hours,” it said. “Utilities had an even shorter response time (9.7 hours) and a response rate of 27%.”

    Here’s a look at the stats:

    Now, SocialBakers has a report out (via InsideFacebook) for June stats for the U.S., which shows that response rates from brands are still sinking. Overall, it has the average response rate at 38% after a 48% showing in May.

    A couple years ago, the firm introduced its “Socially Devoted” industry standard, measuring brands that create open lines of communication with fans, respond to fans’ questions at least 65% of the time, and do so in a timely fashion. They talked about it at Le Web a bit:

    You can get a look at the brand rankings here, and see who’s doing it right. Check out their Pages, and get an idea of what they’re doing.

    Socialbakers shares these reports in a nice PNG infographic-like format, so here’s the whole thing for you to sink your teeth into:

    The takeaway here is simple. Pay attention to your fans. Chances are you’re already having hard enough time reaching them in the first place. At least treat the ones who have sought you out with the respect they deserve.

    Is your response rate up to snuff? Do you have the time and resources to make it so? Let us know in the comments.

    Image via SocialBakers

  • Photos Still Your Best Bet For Facebook Engagement [Report]

    You may be having some trouble getting your posts seen by people in the News Feed lately, but it would appear that photos are still your your best bet for organic reach, if new data from SocialBakers is any indication.

    The firm looked at three different sizes of Facebook Pages (1-99,999 fans, 100,000-999,999 fans, and 1,000,000+ fans), and found that photos saw the best engagement compared to links, statuses, and videos across all three. The difference is quite evident among those with over a million fans:

    “By examining the average number of interactions that the different post types received, photos’ dominance becomes even clearer,” says SocialBakers social media analyst Phillip Ross. “Firstly, it is essential to segment the monitored pages according to page size. Much larger pages have a wider reach (and often, higher budgets), so it logically follows that each post type would increase its average number of interactions as the size of the pages increase. Photos garner the highest average number of interactions per post for all three page sizes, but it is not until the largest group of pages (1,000,000+) that the difference becomes extreme.”

    “Looking at interactions among the top 10% of all monitored content, we can see that videos and albums have almost the same percent share (3–4%) of total interactions as they do overall share of published content,” he adds. “Links and statuses lose some of that overall share of engagement when we look solely at the top 10%. Conversely, photos increase their share.”

    Ross notes that the data doesn’t necessarily mean that a photo post will be among the most engaging by default, but simply that the most engaging posts feature photos more often than less-engaging posts do.

    Of course this is also helpful to know if you plan on promoting any posts.

    You might want to check out this infographic that explains Facebook’s new News Feed’s image sizes.

    Images via SocialBakers

  • Socialbakers Launches Mobile Analytics App, Adds Instagram And LinkedIn Support

    Socialbakers Launches Mobile Analytics App, Adds Instagram And LinkedIn Support

    Socialbakers announced today at the Engage 2013 conference in New York that it is launching a mobile analytics app and support for Instagram and LinkedIn.

    The app, the company says, provides an “executive dashboard of key metrics for monitored Facebook profiles including top performing content, fans and followers, engagement rates and competitor analysis.”

    “The addition of Instagram and LinkedIn broadens its suite to help social marketers measure the effectiveness of their campaigns across a wide range of social channels,” a spokesperson tells WebProNews.

    Users will no doubt appreciate the mobile app. Remember when Google Analytics launched on mobile?

    Socialbakers’ app is debuting on iOS, and Android will follow shortly, the company says.

    “I am excited to announce strong expansion of our analytic suite today,” said CEO and co-founder Jan Rezab. “Extending the scope of social media data provided to our clients is our number one priority. We also want to enable our users to check high-level data on the go by bringing the executive reports app to mobile users.”

    “Instagram is a very visual space where people like to engage with brands,’ added co-founder Lukas Maixner. “With this we are enabling marketers with the analytic data they need to understand which content resonates best with their communities and how they can benchmark themselves against competitors. Now we provide insight of both followers and following, interactions, engagement rate and also top interacting profiles, similar to Facebook’s key influencers.”

    Instagram itself is rapidly expanding. It just launched on Windows Phone, its fourth major platform after iOS, Android and the web. Before the Windows Phone launch, it had grown to 150 million users.

    Image: Socialbakers

  • Obama Trouncing Romney In Terms Of Facebook Presence

    After a lengthy, oftentimes contentious GOP Presidential primary, we now know that it’s going to be Mitt Romney that takes on President Obama in November. While we know that it takes a all-inclusive strategy to win a Presidential election (touring & stumping, traditional media ads, debate performance, etc.), it has become abundantly clear that social media is going to play a bigger role in 2012 than it has in any previous year. President Obama is credited with being the first true social media president, having mobilized supporters rather efficiently in 2008 – and the GOP candidates took notice of this for their campaigns. Many of them, including Romney, actually launched their campaigns via Twitter and Facebook.

    And now that it’s Obama vs. Romney, both candidates surely know that any road to the White House is paved with status updates and tweets.

    And if we look at Facebook data alone, President Obama is absolutely trouncing Romney.

    Social media analytics company Socialbakers looked at the two candidates and how they are performing on the world’s leading social media site, and it appears that Obama is making a bigger impact – and it’s not even close.

    In the month of May, Obama saw 845,000 people “talking about” him, a metric that Facebook has just started displaying next to “likes” on pages. By comparison, Mitt Romney’s “talking about” number was only 173,000.

    Obama also dwarfed Romney in new “likes,” garnering 620,000 in the month as opposed to 136,000 for the challenger. As they stand, Obama has just over 27 million likes and Romney is approaching 2 million.

    In a metric called Viral Reach, Romney closes the gap just a little bit – 134 million to Obama’s 179 million. Viral Reach equals the total number of “likes” and comments multiplied by the average number of friends held by each Facebook users, which is about 140.

    “We’ve been tracking all the Republican candidates’ Facebook activities since election season kicked into full swing back in December,” said Socialbakers CEO Jan Rezab. “So far, those with the highest level of engagement have emerged as the frontrunners throughout the campaign, with Romney consistently leading the pack for the GOP. But with this new head-to-head comparison of the final two, it’s quite clear that Obama blows Romney out of the water. It will be interesting to see how that correlates to the election results in November.”

    Of course, Facebook likes don’t necessarily equal popularity. Mitigating factors include the social media savvy of each candidate’s supporter base and their current level of notoriety. Obama is the current President of the United States and all, while Romney is only a candidate. But social factors, especially Facebook, can be a predictor of a candidate’s ability to connect to a particular type of voter. And remember, it was Mitt Romney, as the candidate with the largest Facebook presence, that won the GOP primary.

    While building likes and engaging users to discuss you on the site is important, Socialbakers argues that the type of content shared by each candidate is important.

    Aside from sheer numbers, Socialbakers’ analysis also uncovers a fascinating trend in the type of content that spurs fans to take action—to like, share and comment on a candidate’s posts. It seems Facebook users were far more engaged with positive posts highlighting successes, accomplishments or even revealing a glimpse of the candidates’ private lives than they were the standard campaign rhetoric.

    The trick to properly executing a social media campaign may just be in humanizing the candidate. Voters are indeed inundated with the candidates’ position of the issues as well as attack ads via traditional media – maybe they come to Facebook and Twitter to see the personal side of the men who could be President for the next four years.

    Either way, one thing is for certain: Presidential candidates from here on out will never be able to take their social media presence lightly. Check out Socialbakers’ full infographic on the aftermath of the GOP campaign and the heads-up race below: