beautiful bytes – Local pages for local people

Local Facebook Pages > Corporate Facebook Pages?

We know that in a majority of cases, DM campaigns that include localised variables pull vastly better than blanket ones do, so there is no reason why the same thinking shouldn’t work online.

New figures indicate that local Facebook pages are around five times more engaging than larger, corporate ones.

While the numbers sound great, five times the engagement on a page with 100 fans compared to 100,000 fans is still no competition. However the theory should multiply up as local pages garner larger numbers of fans. I’ve seen this done really well by bike company Specialized, who have allowed each of their concept stores to maintain their own social media pages. It means that any time you see an update or offer from the page, it is immediately relevant to you.

This also fits in with the ethos of social media and the way it should be integrated throughout the organisation. Such content heavy communications work best when everyone gets involved.

This may sound ambitious, especially if you are still trying to drive adoption of social media within your organisation, but on the other hand, this could be an excellent time to implement a strategy incorporating local pages. Start as you mean to go on and all that!

A relevant infographic!

Lots of interesting statistics in this non-profit specific infographic, but the one that really grabbed my attention was that every usable email address is worth an average of $12.92 (roughly £8.17). It becomes an even more interesting when combining it with the average number of email addresses non-profits have on file – around the 48,000 mark.

If only half of these email addresses were usable, that is still around £200,000 worth of donations sitting in your database.

Go! Now!

Image via Mashable

Campaign ‘sequel’ to Kony 2012 released

A follow up to the popular Kony 2012 video has just been released. A full ten minutes shorter that the first, the second video gives an update on the LRA (Lord’s Resistance Army) and addresses some of the negative comments generated after the first video.

The aim of the video remains the same – to put pressure on world leaders to bring the LRA to justice.

Given the ‘success’ of the previous video (the awareness it raised really was staggering), the second video is likely to prove just as effective. So, who is responsible for this level of success? I feel the dreaded ‘slacktivist’ (boooo! hisss!) term coming up…

Slackers give Slacktivists a bad name

Kony 2012 would have fizzled out like a damp corner-shop firework had it not been for social media. The tweeting, liking and sharing of the video ultimately led to its success, actions often associated with the demonised ‘slacktivist’.

However, the infographic below sheds light on the model behind slacktivism, and shows that you don’t need to go on hunger strike to affect social change. Plus one for the slacktivists!

Image via Mashable, Convio 2012 Benchmark

More next week,

Ash