ANLY482 Team wiki: 2015T2 TeamROLL Data Anlysis/Page
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| Data Cleaning | Page-Level Analysis | Post-Level Analysis |
Contents
Lifetime Total Likes
From the months January to December 2015, there is an increasing trend in number of lifetime total page likes. The sharpest increase are in June with 9658 likes, and September with 8923 likes. We hypothesize that this can attributed to content created for two very popular events during the same time period: the Southeast Asian Games (June), and Singapore's General Election (September).
Average Daily New Likes and Average Daily Unlikes
Both daily new likes and unlikes appear to move in the same direction, sharing similar peaks and troughs, with an overall slightly increasing trend. In particular, we note that the average number of daily unlikes increased sharply in March, and dropped to a minimum of 18 in April. We attribute this to the content created in March, the most significant category of which includes the passing of Mr. Lee Kuan Yew, which may have incited some dislikes from "haters" of the late prime minister. In comparison, SGAG typically created feel-good content for the month of April, including funny conversations and everyday aspects of Singaporean life. While content for March may be viewed by some as having political intonations, April's content was comparatively neutral. On the other hand, the average number of daily likes increased most for the month of June. We attribute this to content created for SEA games, which was widely popular. In October, number of likes dropped sharply, which might be the after effect of the popular general elections, and the lack of any similarly notable event in October.
Rate of Engaged Users
We see that the rate of engaged users generally shows a decreasing trend. Rate of engaged users is the proportion of users who engaged with the SGAG Facebook Page (=daily page engaged users / daily total reach). It is thus interesting to note that although SGAG has earned an increasing number of page likes, this has not necessarily translated into greater audience response and engagement. Thus, SGAG's content generation still needs to enable audience to become more engaged
Female Age Group Demographics
We see that SGAG has indeed successfully reached out to their target group, which audience members of ages 18-34, forming the bulk of their female audience. In terms of growth rate, the segment with ages 25-34 has shown the greatest growth. This is probably because SGAG's content resonated most with this group of audience members.
Male Age Group Demographics
Similarly, we see an increasing trend in the number of page like among SGAG's male audience. Also, SGAG has also had most success in reaching to their target group of 18-34 year old males, with the age range of 25-34 years old showing greatest growth for the year 2015.
In conclusion, we note that SGAG has been successful in communicating to the 25 to 34 years old as seen from the consistent increasing trend in both male and female segments. On the other hand, there is a lack of significant growth from those who are 18 to 24 years old. In order for SGAG to continue generating greater growth and reaching out to their target audience, contents posted are recommended to better cater to those within the age group of 18 to 24 years old as well.
