City of Morgan Hill Communications Assessment

of certain customization features, such as the “Preferred Page Audience” 15 or the Verification checkmark. From June 1, 2016 to November 1, 2016: • Reach for a single (non-Boosted) Page Post has ranged from under 10 unique users to nearly 3,300, depending on various factors such as time of day, content, and Post Type. • The average Reach for a non-Boosted post was 416 unique users—15.6% of the Page’s total number of Likes/Fans and just 30.1% of the number of Page Fans who self-identify as living in Morgan Hill. • The Page published 252 non-Boosted Posts: 181 Link Posts, 58 Photo Posts, 7 Status (plain text) Posts, and 6 Video Posts. • Photo Posts, on average, Reached 559 unique users. Link Posts, on average, Reached 393 unique users. Video Posts, on average, Reached 320 unique users. Status Posts, on average, Reached 167 unique users. Photo Posts have received, on average, 42%more Reach than Link Posts. Link Posts are the most prevalent type of Post on the Page right now, especially due to the City’s use of Constant Contact auto-posting. This pattern of Photos performing better than Links, which perform better than Statuses is similar to what Tripepi Smith has observed in other cities. It is notable that the Reach for Video Posts on the Page is relatively low and should have as high a Reach (or higher) as Photo Posts. Of the Page’s 2,650 Page Likes (“Fans”), approximately 72% are women and approximately 27% are men, with the 35-44 age range being the most populous for each gender. In comparison, the City’s population is approximately 50.5% female, so the City’s Facebook Page audience skews heavily female.

Figure 6 Gender and age demographics of City's main Facebook Page Fans Approximately 1,380 of the Page Fans self-identify as living within Morgan Hill; another approximately 600 Page Fans live in either San Jose, Gilroy, or San Martin. Per Facebook’s advertising tools, approximately 24,000 Facebook users self-identify as living in the City, which can serve as an estimate for the City’s potential audience size.

15 “Preferred Audience uses interest tags to help prioritize Page posts in News Feed for each unique reader based on the topics that are most likely to engage them.” Learn more at https://www.facebook.com/facebookmedia/get-started/audience- optimization

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