A picture is worth a thousand words, but in social media, not all images are created equal.
A couple of weeks ago, I attended NetSquared Camp Vancouver, an unconference that brings together social media users and web innovators with social change makers and nonprofits to swap stories, mix ideas, and build new relationships. The purpose of the highly successful event was to empower non-profits with emerging tools, trends, and best practices, allowing them to fulfill their mission statements in new and innovative ways.
Although I’ve taken away many insights from the event, what struck me most was the session titled “How NGOs win on Facebook”. The folks at Capulet Communications looked at thousands of posts from a number of big non-profits to answer two questions:
- What kind of content earns the most likes, comments and shares?
- Which organizations are killing it on Facebook?
Some of their findings are not really surprising. For instance, they found that that photos and videos tend to get the most engagement. They also found that non-profits that are less self-promotional tend to find success on Facebook.
Where the study got interesting, however, is when they dug in deeper and looked at the most “engaging” photos to see why those images received the most likes, shares, and comments.
