Guest Post by: Alex Truby
In the UK, the Conservative Party and the Labour Party have been the main political rivals since the start of the 20th Century. Today they are vying to capture the hearts and minds of voters on Facebook. But how well are they doing? Here’s a nonpartisan analysis of what these two parties are doing using this social network, and what we can learn from them.
We used the Engagement Analytics tool by Socialbakers to compare both pages. Audience size for the parties is relatively even, but the Conservatives have certainly taken a lead here.
However, at FreshNetworks we believe that the real indicator of success of a Facebook page isn’t its audience size but the level of engagement. More on that later…
1. Content strategies
In fact, it appears that both pages seem to be almost purely focussed on sharing links to blog posts and articles on their respective websites. We find that a rich mixture of content, including photos and albums, as well as short, punchy status updates and questions are great for engaging audiences. Our experience is that links shared direct to the newsfeed are often the least engaging of all Facebook post types.
2. Post frequency
Probably the biggest difference between the parties in how they use Facebook is the frequency at which they post content, and as far as we’re concerned, neither is getting quite right.
We’d say that it’s Labour who have got it most wrong however, as they are almost certainly over-sharing. Take a look at the graph above – now, we think there’s nothing wrong with posting every day if the message is right, but 11 posts in one day? Even the most ardent fan of your brand (or in this case political supporter) is going to suffer from at least mild fatigue at all those updates. In total over the three month period we monitored, Labour posted 284 times – an average of three posts a day, seven days a week.
At the other end of the spectrum, is the Conservative party who definitely seem to have a ‘less is more’ attitude to sharing content with their Facebook fans – never posting more than once in a day, and often with several days between posts. Over the same three month period they posted just 10 times.
With a proper content plan to support their social media strategies, we think both parties could probably do with meeting somewhere in the middle on post frequencies. It’s all about putting out the right content, at the right time of day for your audience, without over-sharing, but whilst maintaining an ongoing flow of conversation with your audience.
So what about the all-important engagement rate?
It seems by posting so much less than Labour, the Conservatives have won-out in terms of engaging their audience with an engagement rate of three and a half times that of that their rivals. The number of total interactions by Labour’s Facebook fans might be six times higher, but that’s not so great when you think that they’ve posted 28 times as many posts to Facebook.
So what have we learned?
Well, the Conservatives do have a better engagement rate AND more fans, but we don’t think they’ve delivered any knock-out punches with their Facebook page. They would probably benefit from posting a little bit more than they do, and Labour definitely needs to stop posting so much. Most importantly though, is the content. Content is king and neither party has got it right. Politics is an emotive topic, and over 50% of eligible voters will vote for one of these parties at the next election. There are huge issues to debate out there, and both sides could do with striking up more of a debate with their audience by asking more questions and relaying soundbites of party leaders. More photos shared into the newsfeed can really help tell more of a story, not to mention catching the eye of fans in their newsfeeds.