ANLY482 AY2016-17 T1 Group1: PROJECT FINDINGS/Page
Revisiting the spike in daily likes and unlikes, we will now explore into the different types of post on the different dates shown in Figure 3.2 and 3.3.
As discussed with SGAG, reach is used to measure the post’s performance in reaching out to Facebook users. Figure 4.1 shows the top 3 posts on 4th February based on number of users engaged. The first post is a funny video from Vikings which engaged 207,756 Facebook users. The second and third post are related to relationship (couple/family). Despite its higher engagement, a total of 113 negative feedbacks1) were associated with the video by Vikings.
1) Negative feedback happens when a Facebook user clicks hide post, hide all posts from the subscriber, unlike the page and report as a spam.
The similarity between the two posts is that both posts were humorous conversations. The first post engaged 218,415 Facebook users and the second post engaged 102,582 users. Although the two posts have high engagements, they did not obtain high negative feedbacks.
A series of 7 continuous humorous conversation pictures engaged over 700 thousand Facebook users with 5,000 comments, 51,000 likes, 21,000 shares and 146 negative feedbacks on 21st June. There was also a spike on the following day, however the engagement rate associated with the posts of the day were not very high. When a user “Likes, Comments, or Shares” on this post, it might result in this post appearing in other Facebook users’ newsfeed or ticker. Hence, our team suggested that this post may be the main contributor to the spike on 22nd June due to its high engagement, as the other posts on 22nd did not drive large engagement, likes, comments or shares.
As for other days with high increase in likes, the posts were mainly related to the latest trending or news such as the popular Taiwan milk tea selling at 7-11, Pokémon, and Haze (Refer to Appendix 2 and 3 in Interim Report).
