As excited I was to learn the MySpace Facebook fan page was going to be handed to me, I was a little scared. Terrified, even, and I am not going to lie: there are still days when I share content on that page and prepare myself for the worst. Even on Facebook, MySpace is home to the 13-17 and 18-24 demographic and when I think back to those years I too, was probably a jerk for no reason 98% of the time.
However, I am pleasantly surprised.
Some stats and observations from Facebook’s fan page:
– Two noteworthy spikes: one, when Sean took over the page. Second, when I did.
– November 09-January, there was a 16% growth
– February 10-March 10, there was a 33% growth rate
Sean set the tone of the page by posting one or two pieces of content a day. He would post internal content such as MySpace exclusive theatrical trailers, song / album premiers and randomly toss in a meme item. When I took over the page, I doubled the amount of content posted and spread the times of sharing throughout the day. Usually the first post goes up around 10am, a few mid-day with the last post around 11pm (at the latest.) By increasing the content, our fan page growth effortlessly doubled without dependencies on Facebook ads or cross platform promotions i.e. inviting our friends or announcing our page on Twitter and Facebook. It’s fascinating to watch the fan member count increase, real-time, immediately following a new post as members like or comment and our presence gets pushed into the members’ news feeds. Facebook’s power to organically grow community is impressive… to say the least.
Content, has been trial and error. Granted, the community is still premature. We are still in the process of garnering their trust and setting the tone (which I will explain at a latter time) but even after two months of daily interactions, I do not see any sort of pattern. I would assume an exclusive clip of a movie trailer would gain more traction than a random photo, but that has not been the case.
Take for example a stupid photo vs an exclusive movie trailer. If someone asked me to explain why the photo of a camel tattooed on a toe with the caption: Camel Toe got 180+ likes and 45 comments, while an (exclusive) clip of Clash of the Titans, posted at a prime engagement time only got 16 likes and 6 comments? I do not have an answer. That is only one example, since the most engaged content pieces are the random facts I post in the status message once a day. The most popular to date is the Anatidaephobia is the fear that somewhere in the world there is a duck watching you which got 20 times more likes, 26 times more comments than the Muse’s live performance footage from Southby Southwest and 80% more visible engagement (likes and comments combined) than a Justin Bieber live chat post. And just when I think MySpace content is ill received (we deleted an interview with our co-presidents since the reaction were so vile — name calling, insulting and personal attacks) I plugged an official MySpace profile http://myspace.com/whatsnew and the reaction was good; enthusiastic, even.
Of course there are many factors: time of day, number of active community members logged in at the time, etc., etc. but the community reaction is baffling. It just goes to show one can never predict reactions and sentiments. Which is the perfect segway to…
Facebook offers analytics per post as well. Impressions, they are called, which is the raw number of times the content is viewed on fans’ newsfeeds. Take the “Camel Toe” vs “Clash of the Titans” exclusive movie trailer example I used above. Camel Toe got 64,286 Impressions with 0.36% Feedback and 180+ likes. Clash of the Titans, posted at a prime engagement time only got 44,883 impressions 0.04% Feedback with only 16 likes. Why the Camel Toe post with more than 10x the likes of the Clash of the Titans post has less than double the impressions is still a mystery. The data is helpful, but leaves a lot of unanswered questions. How would we know if someone re-shares it into their feed without tagging? Are off-platform shares counted in impressions? What does impressions exactly determine? Since there is no official Facebook analytics handbook, I am assuming the algo counts the number of times the content is shown through one’s feed by either: a) organic post b) a like c) a comment or d) one or all of the above.
I’ve been attempting to secure a meeting with someone — anyone — from Facebook who can clarify the numbers but so far, no luck. So until Facebook’s methodology is explained, my hypothesis is that Facebook is unpredictable. Instead of concentrating on finding a method to this randomness (madness?) that is the Facebook MySpace fan page, my goals are 1.) to make MySpace relevant with the folks interacting with us on Facebook 2.) reinvigorating the brand while 3.) creating a community that will eventually curate itself.
With the backing of our extremely progressive leadership (Jason Kirk: VP of Marketing and Sean) who gives me the freedom to trust my instincts, it’s slowly but surely getting there. Take a look:
MySpace’s Facebook fan page is definitely the beginning of something wonderful. :)