Is Facebook working?

I presented at the Fundraising Ireland conference recently about research I carried out with the DSPCA around Facebook and levels of engagement offline as a result of online activity. We found that people were more aware of animal rights issues and more likely to take offline action as a result of the organisations Facebook activity. You can look at my presentation here.

Last week Beth Kanter had a guest post by Kyle Andrei of Idealware on her (brilliant) blog who have done research on who is seeing success with Facebook pages. They looked at how successful people were in attracting new constituents. They:

asked survey respondents whether or not they felt they had attracted new constituents (donors, members, volunteers, clients, or event attendees) through their Facebook page. And people did indeed see successful results.

The percentage of respondents who said they they’d seen “a few” or “substantial” new constituents of that type, who also said that attracting that type of constituent was important to them.

They also found that:

People didn’t see as much success with new donors and volunteers, though….

Further to that, they have found that:

Respondents reported the most success with using Facebook to direct new people to their websites, with more than 75% saying they’ve seen an increase in web traffic. With free web analytics tools like Google Analytics, tracking who followed your link from your Facebook page is one of the most measurable goals included in this survey.

And more than 65% said that they’d had some success with moving people to take some form of action for a cause, like signing petitions or other advocacy actions. Online petitions and other political or advocacy actions are easy to do, demand little time, and are easily spread through Facebook and other social media.

Following in suit from the constituent impact, donations saw little success; less than 30% saw success. Surprisingly, respondents didn’t have a huge amount of success with increasing their email lists via Facebook either only 42% saw results. Maybe people aren’t including links or widgets to allow their fans to sign up, or like one person mentioned, fans may prefer to be contacted through Facebook messages and updates, instead of through email.

 

The percentage of respondents who said they they’d seen “some” or “substantial” effect that they would attribute to Facebook. The percentage of “Moved People to Take Action” and “Increased Donations” are out of those organization who said those actions were important to them, while “Increased Website Traffic” and “Increased Donation” are based on all respondents.

 

This is really interesting work and thanks to Beth Kanter for sharing it on her blog. (Original Source: Beths Blog, guest post by Kyle Andrei)

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