Facebook Metrics Nonprofits Need To Know

If you are a social media data junky, then you are in luck because M&R and NTEN recently analyzed Facebook statistics for the 40 organizations surveyed in their 2011 eNonprofit Benchmarks Study. They categorized organizations as small, medium, or large, based on the number of fans their pages have, and also looked at groups by sector.

Check out some of the Facebook data findings:

Comparing email subscribers to Facebook page users – On average, the nonprofits studied had 110 Facebook fans per 1000 email list subscribers. The Wildlife/Animal Welfare sector had the highest ratio of Facebook users to email subscribers at 242 per 1000. “If groups had a lot of email subscribers, they tended to have lots of Facebook fans,” said the study.  

Opting out – Unlike your email list subscribers, Facebook page users can opt out of receiving your posts in their news feed while still being counted as “likes.” The study used both opt-outs and “unlikes” to calculate churn rates. These varied only slightly by sector, and not at all by organization size, with the average for churn rate at 14%.

In a future study, it would be great to see if there is a correlation between frequency and/or quality of posts and opt-out rates.

Facebook Metrics Nonprofits Need to Know

Backlink: http://www.frogloop.com/care2blog/2011/8/8/facebook-metrics-nonprofits-need-to-know.html

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